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SOAPBOX • New sign will tout different drink, different message

As reported by the Portland Tribune on June 24, two 1940s-era 7 Up signs in the Hollywood District will be replaced in early to mid-September. Milwaukie's TubeArt Sign & Sports Displays has been hired to do the work.

Design consultant Mike Carulli said the job will take between a week and two weeks. 'There's still some controversy over some color issues,' he said. 'They want to make sure they get it right.'

Sources said the main element in the new sign will be a red neon 'B' for Budweiser. Calls to the Busch Media Group, which represents Budweiser brewer Anheuser-Busch, were not returned.

'They're pretty tight-lipped about the publicity,' Carulli said. Joe Gibson of Ramsay Signs, another Portland company, estimated the value of the job at $60,000.

The old signs will be dismantled in the changeover. 'From the ground it looks like one big sign, but it's not,' Carulli said. 'It'll come down in pieces.'