"I think you probably can see part of the Pepsi sign," he said.

The Pepsi sign, too, lasted just a few years, succeeded by others, like the Camel sign of the 80's with two illuminated cigarette packs at either end.

The proposal describes the Pepsi sign as "an excellent example of neon display technology that began to develop in the 1920's."

Electric cords running up to lighted 7-Up and Pepsi signs.

Construction is to begin next year, but will not permanently displace the 67-year-old Pepsi sign, an all-but-official city landmark.

That was in 1988, when the Pepsi sign came before the Landmarks Preservation Commission.

Rockrose will also retain the Pepsi sign, a familiar landmark from the Manhattan side of the river.

But the Pepsi sign fits perfectly into what is essentially an industrial landscape.

Pepsi signs dot the flat landscape of cornfields and tobacco farms, now shimmering in the summer heat.

The most distinctive bit of infrastructure will surely be the Pepsi sign.