Bold, Colorful, Belizean: The Story Behind an Iconic Sign

If you’ve ever driven into Belize City, chances are you’ve snapped a photo of it, or at least slowed down for a second look. The Belize Sign has become more than just a colorful landmark. For Belizeans at home and abroad it’s a warm welcome, a creative canvas, and a point of pride. From its bold colors to its changing artistic designs, the sign tells a story of culture, identity, and community. Tonight, on Belize on Reel, we take you beyond the photos and filters to explore how this iconic monument came to be, and the people whose vision helped shape its meaning. Here’s News Five’s Paul Lopez.

Paul Lopez, Reporting

“The Belize Signs is a landmark in the Old Capital. Residents and tourists alike are drawn to its’ vibrant colors and personality. And today, we get to explore what makes the Belize sign what it is.”

 

Photos taken at this sign have quite literally gone around the world. For cruise visitors stepping onto the mainland through the Fort George Tourism Zone, it’s often their very first stop, and their first snapshot, capturing a moment that says, “I’ve arrived in Belize.”

 

U.S. Tourist #1

“It is beautiful, colorful and authentic. I love it.”

 

U.S. Tourist #2

“I think it is colorful and it has all the different parts of Belize on it. It has underwater and the lighthouse and the flowers. It is very pretty.”

 

U.S. Tourist #3

“It is similar to what we have seen in other tourist destinations. It is beautiful.

 

The idea for the Belize Sign was first imagined by attorney Steve Perrera. The project was brought to life through the support of businessman Haisam Diab, who sponsored the construction and installation and dedicated the monument in loving memory of his mother, Lena Quinto. The sign was officially unveiled in April of 2016. Then, five years later in 2021, it received a fresh artistic makeover, an eye‑catching redesign by visual artist Chelsea Johnston, carried out in collaboration with the Belize City Council.

 

Chelsea Johnston, Visual Artist

“I did the design and they said that whatever design it is we probably would like it. So, this was the original design. They liked it and I started painting. However, they wanted it so fast that I could not do something as detailed as I wanted it to be and we had a lot of rain in that time. It was also during that COVID transition into normal life. So, the norm was not the norm then. So we tried to get things done as quickly as we could and we had the Belize sign revamped.”

 

Despite the hurdles and uncertainty that came with that moment five years ago, Johnston pushed through and completed the painting. And once the final brush was laid down, the response was immediate, the phone started ringing. Municipal leaders from across the country wanted something similar for their communities. Johnston turned down every request.

 

Chelsea Johnston

“I had companies and different places asked me to do it in different districts and I turned them down and asked if they can find a local artist within the village or district to get it done, just so that every artist gets a little piece of the pudding you know.”

For Johnston, the Belize Sign is more than a paid project, it’s a public declaration of love for country and community. And Belize City Mayor Bernard Wagner agrees, calling the sign not just a landmark, but a reflection of the rich diversity that defines Belize.

 

Bernard Wagner, Mayor, Belize City

“That enhancement came on the heels of the COVID pandemic. In 2021 we wanted to refresh because we came out of the COVID and we wanted this refreshing attitude and so we unveiled the painting. So, we unveil the repainting. Mr. Perrera was very instrumental also, along with the artist, Chelsea Johnston and she brought a whole new look, really capturing some of the characteristics of the country of Belize, not only Belize City, the country on a whole and that is why we feel so good about those projects.”

 

The sign has weathered multiple natural disasters in its decade of existence, securing its place as a landmark for years to come. And Johnston isn’t done yet. She’s hoping to elevate the sign once more, this time alongside other artists, with Mayor Wagner signaling his support.

 

Chelsea Johnston

“We could have something really detailed. Like, I would want somebody the eat a nice juicy mango, a nice cold Belkin, something very detailed that captures Belizeans and what the tourists would like also. So, hopefully this year we could get it done. I would like to get it done. I have had requests to get it revamped. People pass by and see the paint is now peeling off and I would love to get it done.”

 

Bernard Wagner

“We are all about working along with our artist and they have all this vision and they are driven by what they paint and what they see we might not see. The artists always see something different. So, it is always good to sit with them.”

 

A decade after its installation, the Belize Sign continues to stand strong as a beloved landmark, reflecting the resilience and diversity of the Belizean people. Reporting for News Five, I am Paul Lopez.