Meanings and scripts in the linguistic landscape of Saint Petersburg

This article examines the linguistic component of building signs in the city center of St. Petersburg, Russia. The research is based on the analysis of an extensive database that covers 849 examples. It concludes that the Cyrillic script can be found in 84% of cases, Latin script – in 48%, and other scripts – in 4%. English is used to attract international visitors, demonstrate the authenticity of the brand, create a national flavor, hide meaning from the general public or as a part of linguistic creativity. Sometimes such language experiments break the phonetic–graphemic definitiveness of language, mixing form, and meaning. The use of the Latin script can either be targeted at those who do not know the Russian language or form a part of the language game for the Russian-speaking public.