Concordia Journal Home > Archives > October 15, 2009 issue >

Sauvons la pinte 

In the eyes of many Montrealers, the Guaranteed Milk bottle was a rusted, dilapidated eyesore. But to the nostalgic heart, it warms like a, well, cup of warm milk.

With the support of nearly 1 000 fans of their Sauvons la pinte Facebook page and the interest of numerous corporate sponsors, Heritage Montreal began work to revamp the landmark in September – a project that's largely been publicly welcomed and applauded.

So, why such a fervent connection to a 79-year-old old, 10-metre, six-ton water tank aimed at selling a brand that's been unavailable for decades?

"People have formed a connection to it above and beyond its promotional function," says communication studies professor Matt Soar. "Signs like this are important to our cultural and industrial heritage just as we understand older buildings are important; they mark an irreplaceable time when there was a certain set of skills and craftsmanship."

Soar, whose ongoing research/creation project logocities.org (see Journal, May 24, 2007) addresses signage and branding in public space, has taken interest in conserving the Farine Five Roses sign (built in 1948); a sign that's "stood watch over the city through the baby boom, Expo, the Olympics, the quiet revolution, two referendums, and much more."

However, if the Five Roses sign does eventually come down, Soar, who's in possession of the fallen enigmatic signs to both Warshaw's and Ben's Deli, wants to recycle the 15' letters for other purposes such as an airport sign or N-S-E-W direction markers atop the Big O.