Recreated these signs from the Original Design on this 1937 Rainier GMC Streamline
Updated: Sep 9
There are some vintage vehicles that deserve more than restoration — they deserve to have their story told again.
At SMART ALEX SIGNS – LOS ANGELES HAND-PAINTED SIGNS COMPANY, we recently had the incredible opportunity to collaborate with some exceptionally talented sign painters to recreate the original hand-painted design on a historic 1937 GMC Streamline originally produced for Rainier.
This project was a true collaboration between artists who share a passion for traditional sign painting, vintage advertising, automotive history, and the craftsmanship that makes hand-painted signs so special.
Working alongside @betty_good_signs, @sign_writer, @workhorsesignco, @_curtismichaelsigns, and @_dezpaintssigns, we came together to recreate the original design and bring the personality of this remarkable GMC Streamline.
The Story Behind the 1937 GMC Rainier Streamlines
The 1937 GMC was a landmark year for GMC truck design. GMC's 1937 light-duty trucks introduced a dramatically more streamlined appearance, with styling influenced by General Motors' Art & Colour Department under Harley Earl. The distinctive grille, flowing body lines, and Art Deco-inspired styling made these trucks stand out from the utilitarian trucks of earlier years.
But the Rainier Streamlines took that idea even further.
According to historical accounts, ten specially designed 1937 GMC Streamlines were produced for Rainier Brewing Company as part of the company's advertising efforts. These unusual delivery trucks operated in San Francisco and Los Angeles, carrying Rainier Beer and Rainier Ale while functioning as what we might today call rolling billboards.
Imagine seeing one of these streamlined trucks driving down a California street in the late 1930s — a beautifully designed GMC covered in bold, hand-painted brewery advertising.
The truck wasn't simply transportation.
It was advertising. It was branding. It was a work of commercial art on wheels.
Why Hand-Painted Vintage Signs Matter
Nearly a century later, recreating that type of sign requires more than simply reproducing a graphic.
Traditional hand-painted sign work has a character that is difficult to duplicate with modern digital printing. The brushwork, lettering, layout, shadows, highlights, imperfections, and human touch all become part of the finished piece.
On a vehicle as rare and historically significant as a 1937 GMC Streamline, those details matter.
A hand-painted vintage sign helps preserve the visual language of the period while allowing the vehicle to communicate its original story the way it was intended to be seen.
That's why projects like this are so meaningful to us at SMART ALEX SIGNS.
We're not just painting letters.
We're helping preserve a piece of American sign-painting history.
A Collaboration Between Sign Artists
This project also represents something we believe strongly in: the power of collaboration among sign painters.
Every artist brings a different set of skills, experience, techniques, and perspective to the brush. Bringing together talented traditional sign artists allows a historic project like this to become bigger than the work of any one individual.
Our collaboration with @betty_good_signs, @sign_writer, @workhorsesignco, @_curtismichaelsigns, and @_dezpaintssigns was about respecting the original artwork while bringing our collective craftsmanship to the recreation.
The goal was simple:
Honor the original. Respect the history. Paint it by hand.
Preserving Vintage Sign Painting in Southern California
Southern California has an incredible connection to vintage vehicles, custom cars, motorcycles, roadside advertising, breweries, and classic sign painting.
From Los Angeles to Orange County and throughout Southern California, we're proud to be part of a community that continues to appreciate authentic craftsmanship.
At SMART ALEX SIGNS – LOS ANGELES HAND-PAINTED SIGNS COMPANY, we specialize in the traditional art of hand-painted signs, vintage lettering, custom signage, vehicle lettering, and sign painting.
Whether you're restoring a vintage truck, building a classic hot rod, recreating historic advertising, or simply looking for a sign artist who understands the value of traditional craftsmanship, we're passionate about creating work that looks like it belongs to the story.
The 1937 Rainier GMC Streamline is a perfect example.
Some signs are advertisements.
Some signs become history.
And every once in a while, a group of sign painters gets the opportunity to bring that history back to life — one brushstroke at a time.
1937 GMC Rainier Streamline with Hand-Painted Vintage Sign Restoration
CLOSE-UP LETTERING: Close-Up of Hand-Painted "Rainier" Lettering on Restored 1937 GMC Streamline
Hand-Painted Vintage Signage on a 1937 GMC Rainier Streamline Vehicle
From INSTAGRAM @1937Streamline
1937 STREAMLINE A VIEW FEW PEOPLE HAVE EVER SEEN.
The extraordinary hand-built shape of the 1937 GMC Streamline comes fully into view—its sweeping metal body, thousands of rivets, original-style Rainier lettering and unmistakable Streamline Moderne design.
These three photographs capture more than an old vehicle. They reveal nearly 90 years of authentic patina, craftsmanship and survival in the last known Streamline of its kind.
Every mark tells part of the story.
Every rivet represents the hands that built it.
Every photograph documents history that cannot be replaced.
The Original Rolling Billboard lives on.
Click on VIDEO Below
After more than 30 years, the restoration of the last surviving 1937 GMC Streamline is entering its final chapter. Every panel, every hand-painted detail and every piece of history has brought this one-of-a-kind rolling billboard closer to returning to the road.
We didn’t come this far to rush the finish. We came this far to finish it right.
The clock is ticking. The Streamline will roll again.
Follow the restoration: IG: @1937streamline
SMART ALEX HAND-PAINTED SIGNS - an Orange County Hand-Painted Signs Company by Los Angeles Sign Artist Alex Kurakake
Smart Alex Signs (also known as Smart Alex Hand-Painted Signs) is a sign-painting business based in Orange County / Huntington Beach, California, founded and operated by Alex Kurakake.
Smart Alex Signs stands out as a premier hand-painted sign company in Southern California, blending traditional craftsmanship with modern creativity.
Under the direction of sign artist Alex Kurakake, the business has built a reputation for delivering high-quality storefronts, murals, gold leaf signage, and custom lettering that bring character and artistry to every project. Beyond client work, Smart Alex Signs also invests in preserving the craft by teaching workshops and mentoring new artists, ensuring the legacy of hand-painted signage continues for future generations.
Los Angeles, Orange County, Southern California
Fill out the form HERE to schedule a consultation with our sign artist
or Call us at 714-515-6205.
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