Signs Are Meant to Be Read, Aren't They?

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I was walking down a block of Fifth Avenue, between Columbia and Cherry, that I rarely traverse, and I spotted this sign.

What did it say? Bob's? Barb's? Not quite... I studied it all the way to the base of the building, with no luck. When I got up to the sign I could make out that the second letter was an "e" and the third was "b," but I had to take this photo using my zoom lens, blow it up on my screen at work, and then do a Google search to confirm that this advertises Beba's Deli.

May I suggest some rebranding?

 
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