New Garden Society always represents city of Novi Sad, Serbia.
The gentleman illustrated here is Jovan Jovanovic Zmaj. He was born in Novi Sad, and main street now has his name. He was a Serbian poet, among other things, he wrote in many poetry genres, but he remains best known for his children's poetry.
Interesting thing about him is his nickname. In 1864 he started the satirical journal "Zmaj" ("The Dragon"), or "Змај" on Serbian Cyrillic. The name for journal derives from the 3 May 1848 assembly, in Serbian Cyrillic "3. Mај". The dot ( indicating an ordinal number in Serbian ) was mistakenly left out, thus the writing read "3мај". The journal was so popular its name became a part of his own.