You’re stuck in traffic on the Verrazzano-Narrows Bridge or maybe you’re just rolling off the BQE. The air smells like salt and exhaust. Then you see it. It’s not flashy. It’s not a digital billboard screaming about crypto or a new TV show. It’s just that yellow-and-black signage that lets you know you’ve finally arrived. The welcome to brooklyn sign isn't just a piece of Department of Transportation hardware; it's a mood.
Honestly, it's kinda funny how much weight we put on a piece of reflective metal. If you’re a local, it’s the "almost home" signal. If you’re a tourist, it’s the "I’m finally in the place from the movies" moment. But there’s a lot more to these signs than just a greeting. They have a history rooted in political ego, local pride, and the kind of snark you can only find in the five boroughs.
The Marty Markowitz Era and Those Famous Catchphrases
If we’re talking about the welcome to brooklyn sign, we have to talk about Marty Markowitz. He was the Brooklyn Borough President from 2002 to 2013. The guy was basically the cheerleader-in-chief for the borough. Before Marty, the signs were boring. They probably just said "Brooklyn" and left it at that. Boring, right?
Marty decided that wasn’t enough. He wanted flavor. He wanted people to feel something when they crossed the line from Queens or Staten Island. So, he started installing signs with slogans that felt uniquely New York.
You’ve probably seen the big hitters:
- "Believe the Hype!" (The ultimate flex for a borough that was rapidly gentrifying).
- "How Sweet It Is!" (A nod to Jackie Gleason, a Brooklyn legend).
- "Home to Everyone from Everywhere!" (A genuinely heartwarming take on the borough’s diversity).
But the real magic happened on the way out. As you leave Brooklyn, the signs don't just say goodbye. They hit you with: "Oy Vey!" or "Fuhgeddaboudit!" It’s that specific brand of Brooklyn sass that makes you feel like the borough is actually talking to you. It’s not a corporate greeting. It’s a neighbor yelling out a window.
Why the Slogans Actually Matter
It sounds cheesy, but these signs did a lot for the "brand" of Brooklyn. Back in the 70s and 80s, Brooklyn had a rough reputation. People were fleeing to the suburbs. By the time the early 2000s rolled around, Marty and the city were trying to pivot. They wanted to show that Brooklyn was a destination, not just a place you lived because you couldn't afford Manhattan.
👉 See also: Atlantic Puffin Fratercula Arctica: Why These Clown-Faced Birds Are Way Tougher Than They Look
The welcome to brooklyn sign became a social media star before Instagram even existed. People would pull over on dangerous shoulders just to snap a photo with "Fuhgeddaboudit" in the background. It validated the idea that Brooklyn was its own sovereign state of mind.
Where to Find the Most Iconic Signs
You’d think they’d be everywhere, but the "good" ones—the ones with the catchphrases—are strategically placed at the major entry and exit points.
If you want the classic experience, you’re looking at the Verrazzano-Narrows Bridge. Coming from Staten Island, you get that massive "Welcome to Brooklyn" greeting. It’s huge. It feels official.
Then there’s the Kosciuszko Bridge. This one connects Brooklyn and Queens. The new bridge is a marvel of engineering with fancy LED lights, but the sign is still the soul of the crossing.
You also find them scattered along the Belt Parkway and the Pulaski Bridge. The Pulaski is a great spot because you can actually walk or bike past the sign. Unlike the BQE, where you’re doing 50 mph (or 5 mph in traffic) and can't really look, the Pulaski lets you linger.
The Mystery of the Missing Signs
Every now and then, a sign goes missing. Sometimes it’s maintenance. Sometimes it’s the DOT deciding a sign is too distracting. A few years back, there was a whole thing where people noticed some of the "Marty-isms" were being replaced with more standard, "boring" signs. The community didn't love it. There’s a certain protective energy Brooklynites have over these things. We like our quirks.
✨ Don't miss: Madison WI to Denver: How to Actually Pull Off the Trip Without Losing Your Mind
A Cultural Landmark in a Changing City
Brooklyn is changing fast. Anyone who’s been to Williamsburg or Bushwick lately knows that. High-rises are going up where warehouses used to sit. The "Welcome to Brooklyn" vibe is shifting from gritty to glossy.
In a way, the welcome to brooklyn sign acts as a tether to the old school. It’s a reminder of a time when the borough’s identity was tied to its accents and its attitude rather than its real estate prices. When you see "How Sweet It Is," you’re not thinking about a $4,000 studio apartment. You’re thinking about the Dodgers, the Cyclone at Coney Island, and the best pizza in the world.
The Photography Problem
If you're trying to get a photo of the welcome to brooklyn sign, please be careful. I see people trying to stand on the median of the BQE or the Belt Parkway. Don't do that. It’s incredibly dangerous and, honestly, illegal.
If you want the shot:
- Use a passenger: If you're driving, have your friend in the passenger seat ready with the phone.
- Pedestrian bridges: There are several pedestrian overpasses over the BQE and the Belt. You can get a great angle of the signs from above without risking your life.
- The Pulaski Bridge: Like I mentioned earlier, this is the best spot for a "walking" photo. You get the sign and a bit of the skyline. It's a win-win.
What Most People Get Wrong About the Signage
A lot of people think the city just puts these up to be funny. They don't. Every sign has to go through a massive amount of red tape. The DOT has strict rules about font size, reflectivity, and placement.
The fact that "Oy Vey" made it through a government committee is actually a minor miracle. It shows that even in a massive bureaucracy like New York City, there’s room for a little bit of personality.
🔗 Read more: Food in Kerala India: What Most People Get Wrong About God's Own Kitchen
There’s also the misconception that these signs are all "official" DOT signs. While the ones on the highways are, you’ll see "Welcome to Brooklyn" murals and unofficial signs all over the borough. From Atlantic Avenue to Flatbush, local artists have created their own versions. These are just as important as the metal ones because they represent the people who actually live there, not just the people driving through.
The Future of Brooklyn’s Greeting
What happens next? As the city moves toward more digital infrastructure, will we see electronic welcome to brooklyn signs? I hope not. There’s something permanent about the painted metal. It feels like it belongs to the era of steel and concrete.
There have been talks about updating the slogans to reflect a "modern" Brooklyn. But honestly, what would that even be? "Welcome to Brooklyn: We Have Artisanal Pickles"? No thanks. The classics work because they aren't trying too hard. They are a little bit dated, a little bit cheesy, and totally authentic.
Actionable Tips for Your Brooklyn Pilgrimage
If you're planning a trip specifically to see the sights (and the signs), here's how to do it right:
- Avoid Rush Hour: This seems obvious, but if you’re trying to spot signs on the BQE or Belt Parkway between 7:00 AM and 10:00 AM, you’re just going to be staring at the bumper of a delivery truck. Go mid-day or late at night when the signs are illuminated by headlights.
- Check the Pulaski: For the best "on-foot" experience, take the G train to 21st St in Queens and walk across the Pulaski Bridge into Greenpoint. You’ll see the sign, the water, and the skyline.
- Look for the Outbound Signs: Don't forget to look in the rearview mirror (metaphorically). The "leaving" signs like "Fuhgeddaboudit" are arguably more famous than the "welcome" ones.
- Explore the Murals: Head to Bushwick or DUMBO to find artist-rendered "Welcome to Brooklyn" signs. They make for much better Instagram fodder than a grainy photo taken through a car window.
The welcome to brooklyn sign is a small detail in a massive city, but it’s one that sticks with you. It defines a boundary between the rest of the world and a place that—let’s be real—thinks it’s the center of the universe. And for a few seconds while you’re crossing that bridge, you might just believe it too.
To get the most out of your visit, start your journey at the Brooklyn Bridge and walk toward the Brooklyn side. While the highway signs are for cars, the view of the borough opening up before you is the ultimate welcome. From there, head down into DUMBO to see how the "Believe the Hype" slogan actually looks in real life. Keep an eye out for the smaller, local markers in neighborhoods like Bedford-Stuyvesant and Bay Ridge, where the welcome feels even more personal.