Building it

printDesign and Promotion

"Streamlined Moderne"
The Modern Face of the Turnpike

[see large picture]

What connected the Turnpike's structures—buildings at the service areas, toll plazas, the administration building—was a modern approach to architecture. The "typical restaurant exterior" (top right) bears a curved entrance of glass and steel; the toll plaza (top left) looks almost airborne, with its roof jutting out into the sky. Modern sans-serif letters along its roofline spelling "NEW JERSEY TURNPIKE" boldly greet users. Images of such modern structures were prominently featured on a broad assortment of souvenirs and postcards.

New Jersey Turnpike Authority brochure, about 1960
Collections of The New Jersey Historical Society
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