Morrells women's apparel, shot by photographer John D. Morrell; June 18, 1961.

Storefront signage is a ubiquitous feature on New York City streets. Today, signs can barely seem worth noticing, the well-known fonts and logos blending into the scenery. But when the streets of New York were lined with mom and pop shops, the design of signs (through fonts, images, and use of space) often allowed these individual stores to stand out. The diversity of signage is especially eye-catching in historical photographs.

Rosa Building, 1961. This brick corner building is unusual in that it has a name, among similar style buildings that are only known by their addresses. During the 1920s the building was occupied by Chalmers Realty Company.

Jewel Theatre, Kings Highway, June 18, 1961. The Jewel Theatre opened in 1936 and became known for its showings of foreign films — the June, 1961 marquee shows “Modigliani of Montparnasse” (France) and “Tiger Bay” (Great Britain). After the theater was damaged by a fire, it reopened as the Cinema Kings Highway, and began to show adult fare.

1888-1892 Coney Island Ave., west side, between Aves. O and P, showing at the right the home of Daniel Barre (No. 1888), and at the left the home of Stephen Williamson which was erected by him in 1860, 1922.

National City Bank (Citibank) branch at the corner of Kings Highway and East 15th Street, June 18, 1961. The elevated Kings Highway Station of the BMT Brighton Line is visible at right.

A unique building among the commercial thoroughfare of Kings Highway, this Mediterranean Revival style structure was constructed in the 1920s. The tile-roofed building was home to the department store Perelson’s in the 1960s, seen here with prominently displayed neon signage.

Century Avalon Theatre, June 18, 1961. Originally planned as the Piccadilly Theatre and built by a local Brooklyn company, the Avalon theatre opened in 1928, having been sold to Loew's prior to opening. Within the year the building was purchased by the Century Theaters circuit. Designed by Samuel Cohen, the auditorium sat more than 2,000 patrons. The theatre survived though 1982. Similar to the fate of many of these old theatre buildings, today this building is a Rite Aid pharmacy with offices on the upper floors.

The Chat N Chew Luncheonette on Kings Highway at East 15th Street, June 18, 1961.

Sgt. Joyce Kilmer Square, at the intersection of Kings Highway, Quentin Road, and East 12th street; June 18, 1961. Kilmer was a poet and print journalist whose work appeared in the New York Times, prior the outbreak our World War I. In the Army, Kilmer rose to the rank of sergeant. He was killed on July 30, 1918 in the second battle of the Marne.

1111 Kings Highway, June 18, 1961.

The trail that emerged from a densely wooded area and led through a Canarsie settlement was known as Mechawanienk which meant “ancient pathway.” It ultimately defined one of the main thoroughfares in the town of Flatbush and became known as The King’s Highway.

Shops on Kings Highway, east of East 9th Street: Kings Hiway Bedding, André Coiffures, Rozart Interiors, Jack's Toys; June 18, 1961. The vertical sign reading "Pam Shoes" above the Rozart Interiors storefront at No. 907 is still in place today.

Shops on Kings Highway, June 18, 1961. The Shoe Box at No. 1413 is still open today.