There probably was a Bernard behind Bernard’s. Probably one store in a neighborhood; then he got a break when someone quit his lobby stand and sold the spot. By the time this matchbook came out he had all the prime locations, from the Merchandise Mart to the Civic Opera.
The Hearst Building looked like this.
Nothing spectacular. I prefer the LaSalle Wacker. There’s a building you could see yourself leaving with a freshly lit cigar. Hold on to your hat as you leave the lobby, mac; the hawk is out today.