An eighteenth-century traveller remarked that “if towns were to be called after the first words which greeted a traveller on arrival, London would be called Damn it!” At the beginning of the twentieth century it would have been called “Bloody” and today “Fuckin’.”
“Fucking” is one of the longest-serving terms of abuse, having been heard on the London streets since the thirteenth century, and it is perhaps no surprise that the prevalent adjective applied to the language of Londoners is “disgusting.” The “disgust” is a response to that undertow of violence and anger which exemplifies life in the city, while such miseries as sexual abuse may have testified to the distaste which Londoners have had for their own fallen and once dirty condition. Contemporary standards of hygiene and more liberal sexual mores have not, however, materially diminished the “fucking” and “cunts” heard in the street. Perhaps modern Londoners are simply mouthing the words which the city itself has bequeathed to them.
In this context the obscene gesture should not be forgotten. In the sixteenth century a biting of the thumb represented aggression; this in turn led to the hat being cocked backwards and, in the late eighteenth century, “by a jerk of the thumb over the left shoulder.” The thumb then moved to the tip of the nose to represent contempt, and by the twentieth century two fingers were raised in the air as a “V” sign. The arm and elbow were then employed in an upward thrust to suggest derision.
The hand gestures of the street could also be free of sexual innuendo. There was once, everywhere, a pointing hand on the palm of which a destination was offered-“please to go this way,” whether to an eating-house or a toyshop. London was a city of signs. In 1762, according to Jenny Uglow’s Hogarth, the “Society of Sign Painters” announced a “Grand Exhibition” of its products, and in some rooms off Bow Street were exhibited “Keys, Bells, Swords, Poles, Sugar-Loaves, Tobacco Rolls, Candles,” all the “ornamental Furniture, carved in Wood.” It was meant as a reproof to the more tasteful productions of the Society of Arts, but its comic variety was also a testimony to an ancient but still living tradition of street art.
Once a pole draped with red rags was the emblem of the barber-surgeon who was permitted to bleed customers on his premises, the pole itself a token of the wooden rod which the customer held to keep his arm steady. The red rag later turned into a red stripe, until it became the customary barber’s pole of succeeding centuries. Almost every house, and certainly every trade, had its own sign so that the streets of the city were a perpetual forest of painted imagery: “Floure de Lice … Ravyns Head … Corniyshe coughs … The Chalice … The Cardinal’s Hat.” There were images of chained bears and of rising suns, of sailing ships and angels, of red lions and golden bells. There were also simple tokens of residence. Mr. Bell, for example, might hang the sign of a bell outside his house. But there were also well-known, if somewhat surprising, conjunctions in pub signs such as the Dog and Gridiron or the Three Nuns and a Hare. There were unusual attributions, too. As Addison pointed out, “I have seen a Goat set up before the Door of a Perfumer, and the French King’s Head at a Sword-Cutlers’s.” Tom Jones, in Henry Fielding’s novel of that name, takes up the litany: “Here we saw Joseph’s Dream, the Bull and Mouth, the Hen and Razor, the Ax and Bottle, the Whale and Crow, the Shovel and Boot, the Leg and Star, the Bible and Swan, the Frying Pan and Drum.” Adam and Eve represented a fruiterer, while the horn of a unicorn symbolised the shop of an apothecary; a bag of nails denoted an ironmonger, a row of coffins a carpenter. A sign of male and female hands conjoined might sometimes be completed by the message “Marriages performed within.”
It was a question of reading the street, of making the right associations and connections in an environment which needed a thorough decoding to mitigate its chaos and variety. Interpretative tracts, such as the elegantly titled Vade Mecum for Malt Worms, were also published. In 1716 John Gay gave best expression to the situation, however, in “The Art of Walking The Streets in London”-a theme taken up by many writers-with his portrait of a stranger who “dwells on ev’ry Sign, with stupid Gaze/Enters the narrow Alley’s doubtful Maze.”
There were also signs and plaques carved into the stone of London’s buildings. Small tablets marked newly laid-out streets-“This is Johns Street Ano Dom 1685”-while corporate heraldry was employed in the “arms” of a district or company affixed to various buildings; the symbol of St. Marylebone contains lilies and roses, because these were the flowers found in the grave of St. Mary after whom the district is named. At a later date even the lowly coal-hole covers were richly decorated, so that those who preferred to look down upon the ground were still assaulted by symbols of dogs and flowers. A nailed hoop upon a door or wall denoted the presence of fresh paint, while a small bouquet of straw meant that building work was taking place in the vicinity.
The city is indeed a labyrinth of signs, with the occasional but unnerving suspicion that there may exist no other reality than these painted symbols which demand your attention while leading you astray. As one commentator said of the modern and brilliantly illuminated Piccadilly Circus, “it is a wonderful sight-unless you can read.”
The signs of the city were distracting in another sense. They hung out so far from the wall that they touched those on the opposite side of the street, and they were sometimes so large that they blocked out sight of the sky. They could also be dangerous; they were meant to be placed at least nine feet above the level of the pavement, so that a horse and rider could pass beneath, but the regulation was not always obeyed. They were very heavy and there were occasions when the weight of sign and leaden support was too great for the wall to which they were fixed-one “front-fall” of this kind in Fleet Street injured several people and killed “two young ladies, a cobbler, and the king’s jeweller.” On windy days in the capital, the noise was ominous, their “creaking Noise” a sure sign of impending “rainy Floods.” So, in the same years as the exhibition of street signs off Bow Street, the city authorities concluded that they had become an impediment to the ever increasing traffic of the streets and ordered that they be taken down. Ten years later came street numbers.
But all colour was not lost. The passion for street art simply changed its form, with the expansion of advertising. There had always been posters wrapped around the wooden posts of the street to publicise the latest auction or the latest play, but only after the demise of street signs did other forms of public art properly emerge. By the early nineteenth century London had “grown wondrously pictorial” with a variety of papier-mâché ornaments or paintings placed in shop windows to denote the trade of the occupant. An essay in The Little World of London, entitled “Commercial Art,” lingers pleasurably on these objets d’art. Many coffee houses had a symbol of loaf and cheese together with cup; fishmongers painted the walls of their premises with “a group of fish in the grand style” all variously and picturesquely coloured, while grocers specialised in “conversation pieces” which portrayed various benevolent London matrons “assembled round the singing kettle or the simmering urn.” Boots, cigars and sealing wax, in gigantic form, were also suspended over the doors of various premises, while the destruction of Pompeii seemed a fitting advertisement for a patent cockroach exterminator.