[LAB] Few studies to date have considered the agency of readers in reinterpreting the cultural, historical, political, and social background of the linguistic landscape (LL; visible language in public space) and the ways in which individual and collective identities are discursively conceptualised through the LL. In this article, we present results from a study involving participants from three self-described sociolinguistic identities (Francophone, Anglophone, and Bilingual), reading signs found in the LL of Montreal. Using photographic prompts, we questioned participants about the probable location of signs, their languages, and the languages’ placement on monolingual (French or English) and bilingual (French–English) signs emanating from both governmental and private entities. Further discussions about their emotive responses to the signs presented and the possible responses of “others” reveal the relative degrees of importance attached to these linguistic elements in constructing, negotiating, and communicating various and (more) fluid sociolinguistic identities.