USA Brooklyn Delicatessen is a new addition to a corner of Midtown Manhattan that is gradually turning into a slice of the outer borough thanks to Fireman Hospitality Group, which also owns the Brooklyn Diner USA next door. Located at West 57th Street and 7th Avenue, just across from Carnegie Hall, the new spot offers modern takes on classic Jewish deli fare like corned beef and pastrami. Pentagram has designed exterior signage that touts the menu in colorful neon typography inspired by the vernacular graphics of old New York and nearby Times Square.

The team designed a group of different signs that have been beautifully fabricated by Let There Be Neon. One combines the name with the US flag, a graphic the deli has adopted as the logo on its website. Another juxtaposes the old adage “Triumph through patience” with a quote from the deli’s founder, Shelly Fireman: “Triumph through pastrami.”