Look hard to see this vintage Hershey’s sign on the Bowery

You might need a pair of readers to really see the Hershey’s brand name in this weathered sign hanging from the facade of 354 Bowery, between East Third and Fourth Streets.

But there it is embossed on both sides, advertising Hershey’s Ice Cream—which despite the similar lettering apparently has nothing to do with Hershey’s Chocolate.

How long has the sign been there? No earlier than 1940, as it doesn’t appear in the tax photo from that year archived by the New York City Department of Records and Information Services. This stretch of the Bowery back then was all hardware stores, sign makers, and a low-rent hotel called the Gotham.

However old it is, this it’s a charming relic of a time when the Bowery made room for a deli or luncheonette with ice cream on the menu. It might qualify as a “privilege” sign—a store sign featuring a brand’s name and logo, and typically the name of the store. The store owners didn’t have to pay for the sign because it was free advertising for the brand.

To see a clearer image of the sign, visit the Facebook group Ghost Signs—this snap was taken by Tori Terazzi back in January.

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10 Responses to “Look hard to see this vintage Hershey’s sign on the Bowery”

  1. John Jansen Says:

    You are very early tonight 

    Sent from Yahoo Mail for iPhone

  2. Fredric M. London Says:

    Hershey’s ice cream was delicious! And I miss candy stores!

  3. Susan Siskind Says:

    We still have Friendly’s est 1935. The most delicious!

    • ephemeralnewyork Says:

      I rarely see a Friendly’s anymore, but they were wonderful places as a kid. Fabulous sundaes!

  4. Mykola Mick Dementiuk Says:

    How is it possible that mind-set still survives on the Lower East Side? Truly amazing!

  5. ironrailsironweights Says:

    Hershey’s Ice Cream is still going strong after 127 years.

    Peter

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