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.

Thames Cafe, February 15, 1938. The the signage visible in this 1938 photograph, it seems likely that Thames Street was a busy lunch spot for the workers of the surrounding Financial District buildings including the twin Gothic skyscrapers at 111 and 115 Broadway, seen at center. The eateries include the Thames Tavern, the Thames Cafe Grill, and the Cooperative Cafeteria.