It may not seem so special, but I love this sign on Second Avenue near 64th. Before you dismiss it, consider these facts. Barton's Fabulous Stationers is the full name of the store; they are officially "fabulous." Even the new blue awning below the original sign says Barton's Fabulous Stationers. Second, they opted for "stationers," not the more mundane "stationery." Third (you can't see this in the picture), the sign advertises "distinctive greeting cards." Fourth, the place is run by people who obviously have no pretensions to fabulousness or distinctiveness.
When I took this picture, a short man with a moustache came out of the store and eyed me suspiciously. What was I doing? I said, "I love that sign." What sign? "That sign. The old one on top." He had no idea what I was talking about. He thought I was nuts. "Is this an old store?" Yes, he said, in a way that communicated "Who cares?" I left before he called the cops.