The changing face of dixie: Spanish in the linguistic landscape of an emergent immigrant community in the New South

•The functional distribution of Spanish and English on signage in a nascent Latino area of a Southern U.S. city is examined.•A frame analytic approach is used to analyze the civic, commercial, and community orientations evident in the signage.•Quantitative distributional results ground the qualitative findings.•Findings reflect cultural heterogeneity and translocal orientation.