Zesto Ice Cream Sign, Provo — John Margolies

John Margolies photographed this oversized Zesto ice cream sign on 200 North in Provo, Utah, in 1980. Viewed from below against an intense blue sky, the sign transforms a familiar soft-serve cone into a monumental piece of roadside advertising.

The pale waffle cone, dark chocolate-colored swirl, and sculpted Zesto lettering form a compact graphic composition. A glimpse of an American flag and surrounding commercial structure provides a small amount of context, while Margolies's direct viewpoint keeps attention on the unusual sign itself.

Artwork Details

• Artist: John Margolies
• Title: Zesto, 200 North, Provo, Utah
• Original title: Zesto, 200 North, Provo, Utah
• Series: John Margolies Roadside America Photograph Archive (1972–2008)
• Date: 1980
• Period: Late 20th century
• Place of Origin: Provo, Utah, United States
• Medium: Color transparency, 35 mm slide format

Framed Print Details

• Fine art printing: Professional 12-color fine art printing technology produces vivid, accurate colors with strong tonal depth and significantly greater nuance than standard 4-color inkjet printing.
• Paper: Smooth premium matte paper with a clean, glare-free finish.
• Paper weight: 200 gsm (80 lb).
• Paper thickness: 0.26 mm (10.3 mils).
• Frame material: Durable pine wood.
• Frame dimensions: Approximately 20 mm (0.79 in) deep and 10–14 mm (0.4–0.6 in) wide.
• Protection: Shatterproof plexiglass protects the print while keeping the framed artwork lightweight.
• Ready to hang: A hanging kit is included, allowing the framed print to be mounted directly on the wall.
• Available sizes: Offered in a range of sizes to suit different spaces.
• Materials: Printed using FSC-certified paper and wood where available.
• Production: Each framed print is produced to order through a trusted international network of professional print studios.
• Shipping: Worldwide shipping is available.
• Made to order: There is no minimum order quantity. Each piece is printed and assembled on demand, reducing unnecessary stock and waste.

Exact frame dimensions, component availability, and production specifications may vary slightly depending on the selected size and destination.