In a previous post on the Ancient Origins of Inn Signs, I wrote
about some of the theories as to what the signs mean that had been advanced by
speculative antiquarians. An important point in studying the signs, however, is
that they were not only used by inns. All sorts of tradesmen deployed them too.
Sometimes, of course, these merely exhibited a sign that suggested their calling
(a boot or a last for a cobbler, an anvil or a horseshoe for a smith, etc).
But others used the same array of mythic and heraldic
symbols as are found at inns. This means that we must usually look for the
meaning of the signs in a context not simply connected to the pub. Merchants and artisans also used this gallery of symbols in a way that is now
obscure to us.
Among the most assiduous in their use were booksellers, printers
and publishers, often all part of the same set-up. Most booksellers had
signs, depicted on painted boards at their premises, and in their catalogues and on their title pages, and regarded
as a hereditable property, a sort of trade-mark, but rather more than that: almost
a personal device. As far as I know, these have not been much studied, and,
like inn signs, their significance remains enigmatic and elusive.
Here is a selection of titles taken from the British Library
catalogue, interesting in themselves and as a guide to the preoccupations of the
times, but also because each one of them is printed or sold “at the sign of . . . "
And they certainly knew how to write titles in those days.
. . .
A sermon of repentance A very godly and profitable sermon,
preached at Lee in Essex. By Arthur Dent, minister of Gods word: published at the
request of sundry godly, and well-disposed persons. Dent, Arthur. Printed by J. Raworth, for J. Harison, and are to be
sold at his shop in Pater-noster Row, at the sign of the golden Unicorn 1622
A fresh discovery of some prodigious new wandring-blasing-stars,
& firebrands, stiling themselves nevv-lights, firing our church and state
into new combustions. Divided into ten sections, comprising severall most
libellous, scandalous, seditious, insolen [etc] Prynne, William. Printed by John Macock, for Michael Spark senior, at
the sign of the blue Bible in Green Arbour. 1645
An examination of the chief points of Antinomianism,
collected out of some lectures lately preached in the church of Antholines
parish, London: and now drawn together into a body, and published for the
benefit of all that love the holy truth of God, | by Bedford, Thomas. Printed by John Field for Philemon Stephens, and are
to be sold at his shop at the sign of the gilded Lyon in Pauls Church-yard.
1647
Christs birth misse-timed. Or, A resolution to a question
about the time of Christs nativity; evidencing by Scripture, that Jesus Christ
was not born in December. By R.S [Skinner, Robert]. Printed for John Bartlet, at the sign of the Gilt
Cup at Austins Gate, neer the Stump. 1648
Pseuchographia anthropomagica or, a magicall description of
the soul: wherein is set forth the nature, genesis and exodus of it. By
Agricola Carpenter. Printed for John Browne, at the
sign of the guilded Acorn in Pauls Church-yard 1652
Correction, instruction: or, A treatise of afflictions first
conceived by way of private meditations afterward digested into certain
sermons, preach'd at Aldermanbury. And now published for the help and comfort
of humble suffering Christians. | By Tho. Ca [Case, Thomas]. Printed by J.M. for Luke Favvn, and are to be sold
at his shop at the sign of the Parrat in Pauls Church yard 1653
The power and glory of the Lord shining out of the north, or
The day of the Lord dawning: wherein the true light is holden forth to all who
desire to walk in the day. With a warning to the people of England of all
sorts, not to oppose Christ in his kingdom. Naylor, James. Printed for Giles Calvert at the sign of the
Black-spred-Eagle at the West end of Pauls 1653
Dooms-day. Or, The great day of the Lord drawing nigh; by
certain signs and tokens thereof, foretold by our Lord Jesus Christ. Wherein is
declared, that there shall be an end of this wurld, and that all men shall
appear before the judgement-seat of Christ, there to be made partakers either
of everlasting life in the kingdom of heaven, or of everlasting woe and
miserable torments in hell to all eternity. Very useful for all those that
desire to be saved. By Andrew Jones M.A Licensed and entred according to order. Andrew Jones, active 17th century. London : printed for John Andrews, at the White Lion near
Pye-Corner, 1659. Great Britain England London.
Elegy on the death of Her Highness Mary Princess Dowager of
Aurange, daughter to Charles the First, King of England, Scotland, France, and
Ireland, &co. Bold, Henry. Printed for Edward Husbands, and are to be sold at
the sign of the Golden Dragon in Fleet-street 1660
Treatise of the episcopacy, liturgies, and ecclesiastical
ceremonies of the primitive times, : and of the mutations which happened to
them in the succeeding ages: gathered out of the works of the ancient fathers
and doctors of the church. By John Lloyd. Printed by William. Godbid. for John Sherley at the sign of
the Pelican, and Robert Littlebury at the sign of the Unicorn in Little Britain
1660
Time and the end of time, or, Two discourses, the first
about redemption of time, the second about consideration of our latter end by
John Fox. Printed for Tho. Passinger, and Tho. Sawbridge, at
the sign of the 3 Bibles on London-Bridge, and in St. Martins-Le-grand 167
At the sign of the elephant within a door or two of
Golden-Posts Tavern at Charing-Cross dwelleth a person that writes all the
usual hands of England and teacheth to write a good hand in a months time.
Anon, n.d., circa 1680
A diurnal speculum, for the year of our Lord God, 1684.
Being the bissextile, or leap-year, with annual and Mon[thly] predictions &
progn[o]stications astrologically handled. (Written and design'd for the press
in Aug, 1683. but its publication prevented). Kirby, Richard. Printed by John Bringhurst, at the sign of the Book
and Three Black-Birds, in Leaden-Hall Mutton-Market, who formerly lived at the
Book in Grace-Church-Street 1684
Cardines cœli: or, An appeal to the learned and experienced
observers of sublunars and their vicissitudes, whether the cardinal signs of
heaven are most influential upon men and things proved by X. remarkable
genitures, &c. In a reply to the learned aut[hor]. Gadbury, John. Printed for M.G. and sold by Daniel Brown, at the
Black-Swan without Temple-Bar, Sam. Sprint, at the Bell in Little-Britain, John
Guillim, within Bishops-Gate, booksellers 1685
At the sign of the moon and stars in Leopard's Court in
Baldwins-Gardens near Holborn, lives a gentleman, who by the benefit of a learned
education in the University of Louvain, daily study and 30 years practice and
travels, has arrived to a greater perfe[ction] [rest of title omitted in BL Catalogue]
Anon. England s.n 1690
Hocus pocus junior. The anatomy of legerdemain; or, The art
of jugling set forth in its proper colours, fully, plainly, and exactly; so
that an ignorant person may thereby learn the full perfection of the same,
after a little practice, [etc]. Anon.. Printed by J.M. and are to be sold by J. Deacon, at
the sign of the Angel in Giltspur-Street, without Newgate 1691
A guide to eternity extracted out of the writings of the
Holy Fathers and ancient philosophers. Written originally in Latine, by John
Bona: and now done into English, by Sir Roger L'Estrange. Bona, Giovanni. Printed for R.B. J.H. J.T. and sold by Tho. Bennet,
at the Half-Moon in St. Paul's Church-Yard 1694
Thoographia, or A new art of short-hand being a more
natural, grammatical, and easie method than any yet extant / originally
invented by Abraham Nicholas, M.A. ; enlarged and published by Thomas Slater
and approved of by the ablest pen-men in London. Nicholas, Abraham. Printed and sold by Henry Mortlock at the Sign of
the Phoenix in St. Paul's Church-yard, and W. Freeman at the Bible over against
the Middle Temple-Gate in Fleetstreet 1697
(Mark Valentine)
Image: British Library