Early Company Photos & History

From Serota to Spectrum…

Max Serota established Serota Signs in the late 1920s. He was a sign painter by trade who immigrated to the United States from Russia in 1902. From modest beginnings, Serota Signs grew into the 1930’s and 40’s to become one of the largest and most important sign companies in New York. Max Serota and his team designed, manufactured and installed custom storefront signs across New York’s five boroughs for clients such as; Packard Cars, Stetson Hats, Hotel New Yorker, Bond Clothing Stores, Chevrolet, Dodge/Plymouth, Barricini Candy, Beck Shoes, F.W. Woolworth…just to name a few.

Control of the firm ultimately passed to Theodore “Teddy” Serota, the founder’s son, and later to Richard Dieterle, another family member who remained a prominent figure within the sign industry for many years to follow. After a series of mergers and acquisitions combining signs and an equally successful lighting service &maintenance division, the company was acquired by Spectrum Signs in Long Island, NY by Harvey Brooks (president) and his two partners Joe Morra & Mike Gyscek. Since Spectrum’s business model included Times Square marquees and sign spectaculars with a host of retail clientele, it seemed only fitting for these two companies to join forces. In 2003 the company moved to Astoria, NY under the name “Spectrum on Broadway”, then to its current location in Woodside, NY where it remains central to New York City with brothers Joseph & Thomas Morra as owners.

Fortunately, Spectrum on Broadway and its affiliated shop in Long Island has kept the Serota legacy alive and is still considered one of the most active sign and lighting maintenance companies in New York.

We are proud of our company’s rich history and hope you enjoy these early photos as much as we have…