Sometimes when traveling it is easy to get bogged down with the “big sights” and simply miss some of the smaller, more charming ones. In fairytale Salzburg one tends to focus on the Medieval castle perched above town, the elaborate Catholic churches around every corner and the bright yellow house where Wolfgang Amadeus Mozart was born. As you are headed to tour Mozart’s birthplace though, I suggest you look up.
In Medieval times the majority of the population could neither read nor write. Shopkeepers ever eager to gain business solved the problem of “advertising” their services by hanging descriptive signs above their establishments. 
The cobbler would hang an embellished shoe and the baker a golden steaming loaf of bread. In Salzburg these Guild Signs are alive and well and if you don’t “look up” you will completely miss them. Along all the major cobbled streets, the Getreidegasse, Judengasse, Linzergasse fanciful iron signs hang above nearly every shop. Salzburg proudly values historical preservation and requires the signs to remain intact no matter what the store beneath is marketing.
As a result even McDonalds sports an elaborate iron masterpiece. An imposing bronzed lion holds a scroll while taming a hawk who gently drops the Golden Arches above the Getreidegasse. Hearsay claims it to be the most expensive McDonalds sign in the world (although I have no idea if that is actually true or not).
A comical blue goose, a prancing stag and an ample Asian elephant beckon guests into hotels, a copper umbrella keeps out the rain, there are golden birds of prey, dancing monkeys, sly foxes, bejeweled crowns and Pegasus creatures flying through the air. Even the more mundane chain stores hang their uninspiring logos from extravagant ironwork.
If you are lucky you will happen upon Salzburg on a clear day and enjoy the charm of a guilded iron sign on a sky blue backdrop. Once you start looking up…you won’t want to look down! Personally, I like to turn it into a game, glancing up at the signage and trying to guess what wares the store beneath beholds. Play along…it is a wonderful game!
I love this post!! Would the world were made prettier this way more often.
Hi JJvC! Took very nearly that same picture 10 years ago with the same intent, and have shared it an its subject with many students in the time since. Thank you!
PS Thank you for the additional sign pictures I can now show, especially the McDonalds one, which our kids will more easily be able to relate to!!