Tuesday, January 21, 2020

Chase Sign

Back when Union Square's Coffee Shop shuttered for Chase Bank, thanks to a massive rent hike, we heard that the bank might be keeping the antique neon sign and re-doing the letters so it spelled out CHASE instead of COFFEE SHOP.

Last month, the antique sign was removed. We wondered if it would come back--refurbished or repurposed. It has not.

Yesterday, New York filmmaker Amy Nicholson tweeted a photo of the replacement:

Thankfully, it's not a Frankensteined mashup of COFFEE SHOP and CHASE. That would be unbearable. It's also not neon and it's not faux antique.

It is instead a sanitized, zombified, half-hearted riff on the old Coffee Shop sign.

It's vertical and two-sided, like the old sign, and the word JOE (the name of the coffee chain inside the bank) is at the bottom, enclosed in a rectangular ring of yellow lights, also (sort of) like the old sign.

I'm sure the PR people at Chase will call this an "homage." They might even call it a "loving homage," as if banks are capable of such emotions. But we know better, don't we?

And what is the fate of the original sign? It went back a long way -- and it should have been left right where it was, untouched and intact.

detail of photo by Karen Gehres, via Flaming Pablum

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