The Swan & Pub Signs

In 1393 King Richard III compelled landlords to erect signs outside their premises. The legislation stated "Whosoever shall brew ale in the town with intention of selling it must hang out a sign, otherwise he shall forfeit his ale." This was in order make them easily visible to passing inspectors of the quality of the ale they provided.

Another important factor was that during the Middle Ages a large percentage of the population would have been illiterate and so pictures were more useful than words as a means of identifying a public house. For this reason there was often no reason to write the establishment's name on the sign and inns opened without a formal written name — the name being derived later from the illustration on the public house's sign. In this sense, a pub sign can be thought of as an early example of visual branding.

The very earliest signs were often not painted but consisted, for example, of paraphernalia connected with the brewing process such as bunches of hops or brewing implements, which were suspended above the door of the public house. In some cases local nicknames, farming terms and puns were also used. Local events were also often commemorated in pub signs.

In the modern era most British pubs still have highly decorated signs hanging over their doors, and these retain their original function of enabling the rapid identification of the public house — a memorable and prominently located pub sign is still an important means of picking up passing trade. Today's pub signs almost always bear the name of the pub, both in words and in pictorial representation.