The Challenge:
When the owners of the property, Walton Capital LLC, purchased the building in 2002 they decided to rebrand the building to better reflect the status the building had achieved in both the marketplace and in the Chicago skyline. The original decorative script logo was to be abandoned in favor of a contemporary logo that could depict the castle-like top of the structure. The architectural style was to be taken into consideration for the type treatment.
The Toolbox Solution:
Using our strong background in architecture and illustration we created numerous studies to capture the geometric essence of the building's "crown". The final logo (above) uses a blue radial blend to emphasize the mood of the building's illuminated top at night. Since the architecture was influenced by the Prairie School of design... we selected a font called Rene Macintosh - and altered the font slightly. The logo concept and development phase was completed in less than three weeks.
Implementation:
Shortly after the logo was introduced, we designed the first direct mail piece that announced the new ownership. After that, we concepted, wrote and designed a brochure that would be the image/vision piece for the building's leasing efforts. Once that was sent to the broker community we created a web page for potential and current tenants. The logo has been utilized in all facets of the property’s identity including the stationery, program signage, promotional items and all direct mail.
