Schlitz beer is known for its slogans (“Go for the gusto!” and “The Beer That Made Milwaukee Famous’) its innovations (brown bottles and pop-top cans) and its signs. The “Belted Globe” logo which consists of a banner carrying the Schlitz name wrapped around a globe, has been fashioned into many types of signs.
Probably the most sought-after sign is the motorized revolving globe which has brackets for mounting on the wall. Other designs include lighted signs that resemble stained-glass and electric lamp signs. Of course Schlitz created many flat signs both in two-dimension and three-dimension relief styles. Notable among these were the three panel narratives from the 1940s depicting people enjoying the beer and signs which carried the name of the establishment where they were displayed.