For decades the landmark Dairy Queen sign on the corner of Merivale and Clyde has greeted overheated customers in search of a cool treat at that location’s dairy bar. The sign has now been removed, joining the many other lost classic signs of Ottawa’s streetscape.
The sign was the second iteration of the Dairy Queen logo used from 1960 until 2001 when Dairy Queen executives decided “DQ” was a cooler moniker for their ice cream shops and started changing all the signs. Ottawa once had an even older sign on St. Laurent, a sign that dated from the 1950s but was removed in 2013 and demolished to make way for the new “DQ” makeover. That sign was famous and rare enough to make the official Wikipedia Dairy Queen page which unfortunately has not been updated to mention that the classic sign has since been trashed.
The classic red ellipse sign on Merivale has been in use since 1960, representing the swoop of soft serve ice cream with its pointy ends, but in 2007 the sign was “updated” with fancy new swooshy colours.
I guess it was only a matter of time before one of the last remaining classic 1960’s Dairy Queen signs would be removed to fit into the new corporate image. The location is a seasonal one, so there was no one there to ask about the sign when I visited. This has always been my favourite Dairy Queen, a shining beacon of an era all but lost in time.
It seems a shame that we have to remove the classic signage of establishments that have adorned their businesses for so long. We have grown up with them, they are like a familiar old friend to greet us when we pass by. There is something comforting and welcoming about these classic old signs, a sentiment lost in corporate attempts to modernize.
To update a known and trusted industry brand by replacing old signs seems like a misguided attempt to fit into the modern streetscape. As the world progresses, I guess we must adjust, but why can’t we just leave the familiar old signs up and let us enjoy a bit of our diminishing city’s nostalgia.
Andrew King, 2016