Max Rhodes, who founded Elro Signs (Gardena, CA) in 1947 with his father, Ernst, has died at age 90. The national sign company now has a branch in Atlanta as well. Elro was the first California sign company, and one of the first in the US, to use translucent acrylic in electric signs, and it originally supplied many West Coast sign companies with acrylic sign faces and letters. Max is survived by his wife of 57 years, 3 children, and 7 grandchildren.