Hand-painted signs make a comeback in New York City's culinary scene

The resurgence of interest in traditional craftsmanship has led to an unexpected beneficiary: Brooklyn-based sign painter Will Van Zee, whose hand-painted restaurant signs are now ubiquitous across New York City's culinary landscape.

Van Zee's work can be seen adorning iconic eateries like Elbow Bread, S&P Lunch, and Levain Bakery, among dozens of others. His signature style combines traditional techniques with a touch of luxury, as he applies delicate gold leaf to create eye-catching signs that have become an integral part of the city's visual identity.

Despite the increasing presence of AI-generated content in the digital realm, Van Zee's business is thriving thanks to his reliance on centuries-old methods. This paradox has led some to wonder if there is still a place for handmade design in today's tech-driven world.

Van Zee's rise to prominence can be attributed in part to social media platforms like Instagram, where videos of his work have garnered millions of views and introduced him to new clients. His Reels showcase the intricate brushwork, delicate gold leaf application, and detailed flourishes that are hallmarks of his craft.

The art of sign-making has seen a resurgence in recent years, thanks in large part to the influence of social media platforms like Instagram and TikTok.

In an era where digital graphics often dominate public spaces, custom handmade signs stand out as a testament to craftsmanship and attention to detail. Businesses that invest in bespoke signage are likely to be equally thoughtful about other aspects of their operations, making them more appealing to customers who value authenticity.

Van Zee's journey into sign painting began long before he started working on iconic restaurant signs. As a young man, he worked as a house painter for his father, learning the intricacies of brush control and developing a passion for manual labor.

Growing up in a family that valued hard work, Van Zee was introduced to the restaurant industry at a relatively early age, starting out as a dishwasher and working his way up to become a prep cook. This experience instilled in him a deep appreciation for teamwork and the satisfaction of seeing a busy service come together smoothly.

As a long-time observer of New York City's culinary scene, it is clear that the city's restaurants are not just places to eat, but also hubs for creativity and community.

The artist behind many of these iconic signs has seen firsthand how a restaurant comes together, from initial concept to grand opening. This experience instills in him a deep appreciation for teamwork and the satisfaction of seeing a busy service come together smoothly.

Over the years, he has built strong relationships with restaurateurs, contractors, chefs, and designers, all of whom are essential components of any successful project. These connections are crucial to his business, which relies heavily on word-of-mouth referrals.

When attending friends-and-family nights, he gets to see restaurants in their final stages, try the food, and experience the atmosphere for himself. This is often a highlight of his job, as it allows him to celebrate with the team that brought the restaurant to life and witness its grand opening.

As part of his mission to preserve New York's visual character, he delves into historic photographs and documentation to stay true to the city's aesthetic.

This extensive research helps him create signage that not only reflects a business's identity but also honors its place within the community's history.

By incorporating elements from the past, sign painting becomes an art form that adapts to modern needs without sacrificing its traditional charm.

A well-crafted sign is not just aesthetically pleasing, but also a reflection of the care and attention to detail that goes into creating it. This is particularly true for businesses in the fine dining industry, where every aspect of the customer experience matters.

To convey this level of commitment, many clients opt for hand-painted signs, which demonstrate a clear value placed on craftsmanship and human touch. Even if it means investing more time or resources, a custom sign can speak volumes about a business's dedication to quality and excellence.

Sign painting is an art form that has evolved over time, incorporating elements from the past while adapting to modern needs. By embracing this blend of tradition and innovation, artisans can create signs that are both timeless and relevant.

Social media platforms have become essential tools for sign painters like many other artists, allowing them to share their work with a wider audience and showcase the process behind creating these iconic signs. This transparency has not only helped build a community around the craft but also raised awareness about the importance of handmade signs in our urban landscapes.

One of the most notable clients for this artist was Rezdôra, a renowned Italian restaurant in New York City. The artist had previously designed the logo for Rezdôra, which has become an iconic symbol of the brand. This project stands out as it has endured the test of time, with the restaurant continuing to thrive after nearly a decade.

Another significant client was Sailor, a neighborhood eatery where the artist had already eaten many times before its renovation. Being involved in the new chapter of this local business held personal significance for the artist, as it allowed them to contribute to their community's culinary landscape. The artist has also worked with other beloved New York restaurants, including Levain Bakery.

The projects that have made a lasting impact on the artist are those that continue to thrive long after completion. Rezdôra is a prime example of this, as its enduring popularity speaks to the significance of the artist's role in shaping its identity.