A childhood belief about family

I grew up in a Russian immigrant family and I was used to hearing my father's name in Russian, which with English letters would be "Seroja". Also, my father owned and worked at a signs store named "Signs, Signs, Signs". Every time I was at his office with him, which was pretty often, he would answer the phone "Signs, Signs, Signs". So one day he brought a friend over and so I asked his name and my dad's friend said "I have the same name as your dad. Do you know your dad's name?" And I said, "Of course! It's Seroja." So he replied, "And what is it in English?" So of course I said... "It's Signs Signs Signs!"