A final peak of Sunset Park, all three of these figures reflect culture and language as a means of resistance. Unlike corporate signage that targets outsiders, these signs located throughout 5th Avenue, the mecca for Latines in Brooklyn, reflect a refusal to assimilate visually or linguistically. These signs do not attempt to please an outside audience. Instead, they reflect a local, bilingual, and community-first approach.

Figure 1: El Padrino and Vernacular Pride

In Figure 1, El Padrino (already a Spanish name), with an English translation of the services provided, falls under Old Vernacular Signage. The storefront includes large images of fruit, a list of services, and payment methods accepted in Spanish, with another sign on top of it that plays with font choice. When you continue to look at the store, it has a traditional Mexican calavera, or skull, along with neon signs displaying store promotions in Spanish, further displaying Latine pride. Also, if we were to go more into depth, fruit being displayed rather than in-store and promotions of “organic, freshly stored fruit” also display culture, where, often, Latin American countries’ fruits are placed outside in baskets to be sold in the streets, a continued tradition.

Figure 2: Spanish-Only Flyers and Informal Networks

In Figure 2, the flyer is entirely in Spanish, demonstrating an intended audience of Spanish-speaking residents only, with no effort to translate for outside viewers. Additionally, it’s taped to a street pole, clearly printed on paper as a means of informal networks rather than behind glass or an online listing. Evidence of neighbors helping neighbors. This reflects working-class efforts in a gentrifying neighborhood where English and modern branding dominate; using only Spanish in public space is a small but powerful act of linguistic defiance.

Figure 3: Pancho’s and Displays of Cultural Pride

In Figure 3, Pancho’s Juice Bar is a perfect example of how cultural imagery and language work together to hold space in the neighborhood. The entire storefront represents old vernacular signage packed with color, bold fonts, and images. Additionally, there are multiple references to Latin food cuisine, such as elotes, chicharron preparado, and aguas frescas. The name “Pancho’s” paired with menu items outwardly displayed in both English and Spanish shows that this place is speaking directly to the people who live here, not translating everything to cater to outsiders. Demonstrating that the business unapologetically caters to its community and is proud of its culture.