Good Signs and Bad Signs in the Bay Area

The most infamous bad signs in the Bay are the billboards entering SF. But good and bad signs are everywhere โ€” if you know where to look.

Good Signs and Bad Signs in the Bay Area
People walk past IBโ€™s cheesesteak shop in Berkeley on Thursday, Oct. 2, 2025. (Estefany Gonzalez/COYOTE Media Collective)

There are a lot of signs in the Bay Area. Good ones include the C&H Pure Cane Sugar sign over Crockett; bad ones include that string of anti-abortion billboards in West Oakland that try to tell you how many fingernails a fetus has.

What rubric am I using here? Glad you asked: The best sign in the country is Trenton, New Jerseyโ€™s โ€œTrenton makes โ€“ the world takesโ€ because it is beautiful, brutal, and passive-aggressive; also because it is most easily viewed from a passing train. This is the standard by which all big signs must be judged. 

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