In the middle of Birmingham sits a small business named “The Sign Shop.” It’s been there for more than 40 years—same owners, same product concept, and same handcrafted sign in the front window.
“I’ve always loved drawing things, and I’ve always loved building things,” says Travis Ward, owner and local Birmingham artist.
Inside the store, the back work areas feature both new and vintage signs from decades past, some recognizable, some from businesses long retired. Ward’s work rooms are almost like a living portfolio, constantly being updated and added onto. These accidental galleries showcase his artistry and talent for picking up new mediums quickly.
Sign for Valley Trail Ranch. Photo by Travis Ward.
Travis “TJ” Ward has been a sign maker in Birmingham for 52 years. He has had a passion for art since he was a child, and when he was 13 he started his first sign-making job with Robert Glass, a husband of one of his cousins, who he credits as his mentor and one of his lasting artistic inspirations. He learned how to hand-paint signs with brushes, measure and cut materials, and how to format and space lettering in a way that’s both readable and aesthetically appealing. He also learned how to weld, bend neon and later, cut and apply vinyl.
One of his favorite mediums to paint on? Billboards.
“Back then, all the billboards were hand painted,” he said. “When they came out with a new car model, you would hand-paint the new model of the car, and that was fun.”
He said he also loved doing parade floats and stage sets.
Painted billboard advertisement for the Southlake Mall. Photo by Travis Ward.
In art, Ward said, “I like the technical. I’ve always been a realist, I like to try and make stuff look real.”
His portfolio features intricate, spiraling cursive lettering, detailed animals, humans and still life. His art style draws directly from his life and the world he sees around him.
As technology began to change the industry, Ward changed with it. He evolved over the years with the sign-making industry in Alabama, and found a way to incorporate his artistry into that. In 1981, he and his wife, Carol, opened up their own business, The Sign Shop, when they were both just 20 years old.
Mural painted by Ward in Pizitz Dining Hall. Photo by Travis Ward.
“It was fascinating to me, to see the way it all came about,” Ward said, speaking on innovations in printing. “The first time I saw a vinyl cutter, I thought ‘that’s gonna replace a lot of what we do.’”
Ward described watching the progress of technology as “remarkable.” Their business owned the second vinyl cutter in the state of Alabama, which was a complete breakthrough for artists as a way to print and apply exact lettering and detailed images onto almost any hard surface. With that vinyl cutting process, and now with computer printing, they are able to create art on anything with speed and precision.
Set piece built by Ward for a local school play. Photo by Travis Ward.
The Sign Shop has created artwork and advertisements for household names like WBRC Fox 6, Alabama Power and Jim ‘n’ Nicks, and hand-painted murals in countless schools, small businesses, as well as for grocery stores such as Winn-Dixie. If you’ve lived in Alabama for any number of years, you’re probably familiar with Travis Ward’s artwork, whether you know it or not. His classic designs withstand the test of time and show his passion for both innovation and appreciation of the foundational works that came before him.
Author
Like our work? Then support it!
Want to get early access to columns, unique newsletters and help keep The Sunrise News active? Then support us on Ko-Fi!
