San Francisco History
Standing 112 feet above Bryant Street atop a three-story building in San Francisco's South of Market area, the Coca Cola billboard has been a landmark for drivers going to and from the Bay Bridge since 1937 -- One year after the bridge opened to traffic.
The Spencerian script of the logo with its glowing background in a shade known as Coca-Cola Red was originally illuminated with neon. It alternately twinkled and shone for the better part of seven decades, but in 2010 it began showing its age.
Seventy-feet long and 30 feet high, the new sign is about the same size as its predecessor, but the look at night is crisper and the colors seem more vibrant.
The work to remove the original lighting system and reface the billboard with 4,800 CFLs for the white lettering and strip LEDs for the background took crews working day and night. The billboard was dark for only four days.
When I return from a long trip, I can always count on one of my favorite signs to light up and welcome me back to San Francisco. I am sure for years to come.......