USA Brooklyn Delicatessen

The signage nods to nearby Times Square and helps make the deli a neighborhood landmark.

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.”

Client

Fireman Hospitality Group

Sector

Food & Drink

Discipline

Signage & Environmental Graphics

Office

New York

Partner

Paula Scher

Project team

Rory Simms
Emma Jung
JungIn You

Collaborators

Let There Be Neon, fabricators
James Shanks, photographer

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2025