They used to be all over New York City on practically every block: simple deli or drugstore signs that featured the name of the store along with iconic emblems for national soda brands.
Officially, they’re called “privilege signs,” because by offering the store the free sign, the brand had the privilege of free advertising. The store benefited as well, since the logos for Coke, Pepsi, or another brand brought in thirsty or hungry customers looking for a product they recognized.
Slowly these privilege signs have disappeared, and today, it’s rare to come across one. Which is why I stopped in my tracks when I spotted this vintage beauty for Millys Mini Market on Berry and South Second Streets in Williamsburg. Sadly, it’s one of the last of a dwindling breed.
Over the years Ephemeral New York has featured some last remaining privilege signs. I can’t guarantee any of them still exist, but if you’re an old-school sign enthusiast, check them out here.
Ephemeral New York 