S. The rest of the sign read "etchey" (we have cute town names here). I have to credit Ken Rockwell, whose work and writing taught me to simplify like this. (I almost left out the S, but included it because I thought it was funny.)
If you're looking way too hard at this, you can see the 55-200's pincushion distortion here.
Next picture: Siemens
(from the gallery Man-made)