The artist behind SF's hand-painted storefronts
Add Axios as your preferred source to
see more of our stories on Google.
Charlie Ertola paints a holiday design for James Colgan Hair Salons. Photo: Shawna Chen/Axios
A sixth-generation San Franciscan is quietly shaping the city's visual landscape — one hand-painted storefront sign at a time.
Why it matters: Charlie Ertola, whose business slogan is "Have brush, will travel," employs traditional hand lettering to create signs for storefronts ranging from Bi-Rite and Luke's Local to Mister Jiu's and more. That's an increasingly rare craft in today's digital age.
State of play: I came across Ertola one foggy afternoon in Potrero Hill, where he was painting an adorable Santa Claus in the windows of James Colgan Hair Salons.
- He told me he typically does 10–15 commissions per holiday season, from more kitschy designs to family-friendly pieces like the one he was working on that day.
- The North Beach native made his name with retro-style lettering, which uses oil-based enamel as opposed to vinyl or digital interfaces.
- But while many commissions these days only require him to blow up a computer-generated design — which he jokes is "less of an ego stroke" — he most enjoys projects that allow him to flex his creativity, whether it's for Supreme or Photomatica's photo booths.
How it works: Psychology is a crucial component in sign painting, according to Ertola.
- In Los Angeles, lettering is often bigger and blockier to cater to drivers, Ertola said. But in San Francisco, where people like to be out and about in the community, he tends to focus more on vibrant color palettes and nods to the city's rich culture.
- He also likes to include Easter eggs — such as a detail honoring a late friend in a recent project for Supreme on Market Street.
Fun fact: Ertola is named after his great-grandfather Charles A. Ertola, who served on the Board of Supervisors from 1954 to 1964.
- His grandfather John Ertola also served as a supervisor and wrote the resolution that made Tony Bennett's "I Left My Heart in San Francisco" the city's official song.
The big picture: The son of a lawyer-turned-fireman and cosmetologist, Ertola developed a unique interest in sports logos as a child — the SF Giants' lettering was always a favorite.
- That interest transitioned into a love for graffiti art as a high school student at the Urban School of San Francisco. Ertola and like-minded friends often created expansive designs on the walls of abandoned buildings.
Zoom in: After graduating with a fine arts degree and working a few menial jobs, he enrolled in the sign graphics program at the Los Angeles Trade-Technical College (LATTC) under Ralph "Doc" Guthrie and Carlos Aguilar. Established in 1924, the program is considered one of the last of its kind in the U.S.
- His first client after LAATC was Le Beau Market, where he'd previously worked as a grocer.
- "When I told them I was thinking of doing this program, they asked me to promise to do their signs for them when I came back," Ertola said. "So I did."
The intrigue: Despite his family's longtime roots, Ertola believes his enterprising spirit comes from his mother, who immigrated to the U.S. from Scotland and taught herself the cosmetology trade.
- While he's lucky to be able to continue to live in North Beach, many of his friends in the art world have had to move as costs of living rise.
- "People visit here for the murals and food, but it's really the people behind the murals and food that are the soul of the city," he said, noting the importance of supporting artists amid the AI boom. "We can't forget that it's … always anchored San Francisco."
Editor's note: This story has been corrected to say Ertola's first client was Le Beau Market (not Bi-Rite Market).