Bekins Storage Co. Roof Sign
historic place
In Pasadena, California, the Bekins Storage Company Roof Sign stands as a significant historic landmark. This prominent rooftop sign was originally erected in 1926, initially illuminated by light bulbs. Just three years later, in 1929, it was converted to the then-modern technology of neon. The sign is strategically positioned 60 feet above the street, with its faces measuring approximately 32 feet long and 12 feet high. This considerable size and elevation made it highly visible to drivers along South Fair Oaks Avenue, which served as part of U.S. Route 66 from 1926 until 1940. The Bekins sign holds particular importance as Pasadena's only surviving large rooftop sign from before World War II. It effectively demonstrates the profound influence of the automobile on commercial advertising and represents an early, large-scale adoption of neon signage. Today, while the sign advertises Public Storage, its original mounting structure and the "Storage Co." lettering remain. This historic sign is officially listed in the National Register of Historic Places.