New IC Light sign hovers over Pittsburgh

Pittsburgh’s closest thing to the Hollywood sign has a new look.

The “Iron City Beer” sign atop Mount Washington was replaced with an IC Light billboard Thursday morning. The new sign has a message for fans: “Cheer Pittsburgh. Drink Pittsburgh.”

Pittsburgh Brewing Co. said the former red-and-white sign had become weathered and torn since going up in 2020 at the Lamar-managed site.

According to a write-up on Pittsburgh Brewing Co.’s website, Iron City Beer used the billboard from 1938 until the mid-1950s. It was eventually changed to include neon lights, a clock and beer glasses before being taken down later in the ‘50s.

Alcoa, Bayer, Sprint and the American Flag Foundation advertised on the hillside in the intervening years.

“I think over the last decade there have been some great companies that have got to call that sign theirs, but since we have had it, I think it resonated with the Pittsburgh demographic,” Pittsburgh Brewing Co. marketing coordinator Rachel Semelbauer said. “‘Iron City’ is Pittsburgh, and I think that’s why people like it, are proud of it, and have become attached to it.”

The makeover received high marks from North Side resident Matt Lewis, 30, even if he’s not an Iron City beer drinker.

“If I was a photographer, I’d want to come take plenty of pictures,” Lewis said.

Edwin Williams, 51 of Pittsburgh’s Hill District said visitors will likely appreciate the new sign as well, based on his experience as a PNC Park steward.

“The first thing they say is, ‘Man, what’s up there?’” Williams said.