Heiwado Co., Ltd. (株式会社平和堂) - 日本古董级 平和名刺 双面琺瑯广告牌 — 平和堂株式会社 — 昭和时代 - 琺瑯標誌牌 - 瑪瑙

Vintage Japanese “Heiwa Meishi” Double-Sided Enamel Advertising Sign – Heiwado Co., Ltd. – Showa Era

An authentic vintage Japanese double-sided enamel advertising sign for “Heiwa Meishi” (平和名刺), associated with Heiwado Co., Ltd., a Japanese manufacturer of business cards and other paper products founded in Tokyo in 1948.

The sign reads:

平和名刺
“Heiwa Meishi” – Heiwa Business Cards

技術推薦店
“Technically Recommended Dealer”

Historical research has identified another surviving enamel sign bearing the same “平和名刺 技術推薦店” wording and design. The historical reference identifies the advertiser as Heiwado Co., Ltd., located at 1-12-7 Shintomi, Chuo-ku, Tokyo.

Heiwado Co., Ltd. was founded in Tokyo in February 1948. The company developed, manufactured and sold paper products including business cards, postcards, cards and envelopes.

One of the most distinctive features of this sign is the unusual circular blue emblem at the upper center. Although it may initially resemble a stylized bird or face, historical reference material relating to this advertising sign identifies it as a company mark based on a stylized form of the Japanese character “平” (hei), the first character of “平和” (Heiwa).

The sign also features a charming bird-like graphic on the left side, together with bold dark-blue Japanese lettering and a striking red, white and blue color scheme.

The unusually stylized typography of “平和名刺” is especially characteristic of Japanese commercial graphic design from the Showa period.

This is a double-sided sign. Both sides carry essentially the same advertising message and design, allowing the advertisement to be seen from either direction when displayed at a shop or authorized dealer.

The exact year of manufacture has not been confirmed. However, Heiwado was founded in 1948, and the construction, enamel advertising format, typography and graphic style are consistent with the mid-Showa period. It is therefore considered a post-war Showa-era advertising piece, although a precise production date cannot currently be established.

Specifications:

- Advertiser / Brand: Heiwa Meishi (平和名刺)
- Company: Heiwado Co., Ltd. (株式会社平和堂)
- Inscription: 平和名刺 技術推薦店
- Type: Double-sided commercial advertising sign
- Material: Enamel-coated metal
- Country of origin: Japan
- Period: Showa era, post-war / exact manufacturing year unknown
- Approximate size: 45 x 36 cm
- Thickness: approx. 0.15 cm, including slightly raised/curved areas
- Weight: approx. 937 g
- Design: Essentially the same advertisement on both sides

Condition:

This is a heavily aged original advertising sign showing extensive evidence of long-term use and exposure.

There is substantial rust, corrosion, enamel loss, staining, discoloration, scratches, surface wear and deterioration throughout.

The edges and mounting holes show particularly noticeable corrosion and enamel loss. There are also numerous areas of oxidation and staining across the white, red and blue surfaces.

Please note that the two sides show different patterns of wear, rust and staining, as clearly visible in the photographs.

These signs of age have not been concealed and form part of the authentic vintage character of the piece.

Despite the extensive age-related wear, the original advertising graphics remain clearly recognizable. The large “平和名刺” lettering, “技術推薦店” inscription, stylized company emblem and distinctive red, white and blue design retain a strong visual presence.

Historical and Collectible Interest:

This sign is particularly interesting because it represents the commercial history of a specialist Japanese paper-products company founded shortly after World War II.

Unlike modern reproduction signs made primarily for decoration, this type of enamel sign was produced as practical commercial advertising for shops and dealers.

Surviving examples associated with specific Japanese companies provide an interesting record of post-war Japanese retail culture, advertising, typography and graphic design.

The combination of its double-sided construction, bold Japanese typography, unusual corporate emblem, distinctive bird-like motif and naturally aged enamel surface makes this an attractive collectible for enthusiasts of Japanese advertising, Showa-era design, vintage enamel signs, typography, printing history and industrial antiques.

Please carefully examine all photographs, as they form an important part of the condition description.

The item will be carefully packed for international shipping.

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Heiwa Meishi, Heiwado Co Ltd, 平和名刺, 平和堂, Japanese enamel sign, vintage enamel sign, Japanese advertising sign, double sided sign, Showa era, Showa retro, postwar Japan, Japanese vintage, Japanese retro, porcelain enamel sign, Japanese typography, vintage typography, Japanese graphic design, Japanese advertising, advertising collectible, commercial advertising sign, vintage shop sign, Japanese shop sign, business card advertising, printing history, Japanese paper products, enamel advertising, Japanese industrial antique, Tokyo advertising, vintage Japan decor, Japanese sign collection


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