Much Ado About Nothing: Trump Sign Just Isn't That Big of a Deal

Much Ado About Nothing: Trump Sign Just Isn't That Big of a Deal
Photo By Andrew Seamen via

Why is everyone so upset about Donal Trump branding the building he created?

Is the lettering too garish? Is it the principle?   Would we have preferred a life size statue of the man facing the riverwalk?!

Trump has arguably developed one of the most iconic skyscrapers dotting Chicago's skyline.  It is  the second tallest building in the city and the design is sleek and even, dare we say, sexy?!  Although everyone was poised to hate what was sure to be a gilded and obnoxious golden tribute to the man beneath "the hair" - we wound up with something much better.   We silenced our collective groan and all moved on with our lives.  That was until 5 simple letters changed everything

As soon as plans for a Trump sign were announced, everyone wanted to chime in:

Through his spokeswoman,Mayor Rahm Emanuel griped "...this is an architecturally tasteful building scarred by an architecturally tasteless sign."   Movie critic Richard Roeper bemoans that Donald Trump "besmirch[ed] a beautiful building with a ghastly salute to his insecurity and ego"

We say: Why do we care?!

3 Reasons It Doesn't Matter

  1.  Other Buildings Are Branded   From "The Drake" to "The Essex Inn" - this city is full of hotel building with highly visible, and not always aesthetically inspired, signage.  Trump is the name of the hotel and residences.  Whether or not we love the name, that is the name and business (and hotels) brand themselves
  2. What Is It Really Blocking? Are those two floors of mechanicals really that interesting to look at?  Short Answer: No
  3. The Letters, Like The Building, Aren't That Bad  This could have been so much worse.  Reflective lettering that is not visible from all vantage points seems like an unobtrusive and sleek style and placement

Don't get me wrong, we are not personally endorsing Donald Trump or his media persona but his last name doesn't besmirch or scar this building.

Everyone just needs to stop, sit out on The Terrace for an overpriced cocktail and move on to other things.  Maybe we can all debate whether or not the option to scrap the riverfront retail was a good or bad move...  A discussion for another day

Filed under: Development News

Tags: development, luxury, trump

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    The Condoist

    Rebecca Thomson is the Vice President of Agent Development at @properties, the largest independent brokerage in Chicagoland. She is responsible for training and business development initiatives for @properties’ 1300 agents. Before coming to @properties, Thomson handled residential sales, luxury leasing, and new construction for an international luxury firm. Thomson’s industry involvement is extensive and in 2013 she served as the President of the award-winning Chicago Women’s Council of REALTORS. She currently serves on the Board of Directors for the Chicago Association of REALTORS, chairs the Illinois YPN, and serves on state and national committees for the Women’s Council of REALTORS. Thomson pens a top real estate blog, The Condoist, for Tribune Media Group’s Chicago Now platform. She also speaks locally and nationally for the Women’s Council of REALTORS and the National Association of REALTORS on topics including leadership, social media, membership strategy, and business development. Outside of real estate, Thomson is dedicated to her community and serves on boards for both the Union League Club of Chicago and Step Up. She also founded Give Back Monday, a group raising funds and awareness for local charities through social media and events. In her spare time, Thomson is an avid reader, a scotch aficionado and a self-proclaimed foodie. Thomson holds a Bachelor of Arts degree in English from the University of Illinois in Urbana Champaign. Her professional recognitions include the National Association of REALTORS “30 Under 30” (2014), Chicago Association of REALTORS President’s Award (2013), Chicago Agent Magazine’s Who’s Who in Chicago Real Estate (2012, 2013), and RE/MAX Vision Rookie of the Year (2006)

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