Signs...

This week in AiS we discussed why large-scale companies that have extremely identifiable logos on their signs are subdued on the North Shore. It’s something so few people notice and is so seemingly miniscule, but reveals so much about the culture of the North Shore. It’s not that the North Shore simply consists of small, local businesses. Think about the Dairy Queen in Wilmette or the McDonalds in Winnetka. No sign and small sign. So why is it that these signs are subdued on the suburbs of the North Shore, yet extremely obtuse and visible in most other suburbs, say Wheeling?

It is a direct result of the culture and attitude of the north shore. First off, there is a large amount of pride that goes into living on the North Shore. It is a famous, upscale, beautiful community and its residents want to maintain its allure. Having these large, obtuse signs does not mesh well with the whole “local” and “community” feel. It would seem to urbanize the North Shore. In addition, there is a very typical attitude of entitlement and egotism found on the North Shore. Its residents don’t want to scoop down to the level of a typically small, rural American town and have the same large, obnoxious signs. I understand this is a complete generalization and stereotype and not everyone on the North Shore acts like this. However, the ones that do are often the more domineering and get what they want. For better or for worse, these signs do not exist in our community and separate the North Shore from mainstream America.