South San Francisco iconic hillside sign has America 250 patriotic makeover, sparks mixed reactions

SOUTH SAN FRANCISCO, Calif. (KGO) -- The iconic hillside sign identifying South San Francisco has received a red, white and blue makeover to honor the nation's 250th anniversary, drawing mixed reactions from residents.

While many praised the patriotic theme, some said the updated design makes the sign harder to read from a distance, particularly the blue lettering.

"You cannot see it from far away because we were looking for it the other day," said Carlos Ceron, a South San Francisco resident.

"I do not really like it and I saw it closer up today. I just prefer it white," added Natalie De Ranieri, a San Francisco resident.

Judi Bercasio, of Mountain House, said she misses the sign's traditional look.

"I kind of miss the traditional white because I think that is what everybody is used to. And it is harder to read," she said.

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The sign's iconic white letters were repainted in red, white and blue as part of the city's America 250 celebration, which also includes banners and special events downtown.

According to the city, the selected hues were chosen to closely reflect "Old Glory Red" and "Old Glory Blue" while creating a patriotic visual display for this one-time installation.

Some residents who live closer to the sign, where the blue is more visible, expressed support for the change.

"I love it. I think it is so pretty. I wish they would do this all the time. Just keep it that way. It just means a lot," said Darlene Fontana.

Tony Stamer, of South San Francisco, said he appreciated the effort.

"It is nice that the city took time to do it because it is worth celebrating," he said.

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The project was supported in part by South San Francisco-based biotech company Genentech, which provided 75 volunteers to help paint the historic letters. The company donated $14,000 in materials, according to the city.

In a statement, the city also said the order of the colors "red, blue, and white" was intentionally selected to avoid confusion with the neighboring city of San Francisco while keeping the white paint on the phrase "The Industrial City."

Despite the temporary change, city officials said the sign, which is listed on the National Register of Historic Places, will return to its traditional all-white appearance in October.

The repainting required approval.

Some residents said they are looking forward to seeing it back.

"It is like the Hollywood sign that they never change the paint of the Hollywood sign so that is what I am hoping, that eventually they will put it back how it was before," said Clarita Lico-Calimbas, of South San Francisco.

For now, the patriotic display remains a visible, if sometimes debated, symbol of the city's participation in the national milestone celebration.