Chicago Real Estate Daily is reporting
that Donald Trump is planning on emblazoning his name in 20-foot-high letters just below the 16th-floor terrace of his 92-story Trump International Hotel & Tower in Chicago. The city has approved his permit for the signage, which would face south across the Chicago River.
For Trump's first foray into Chicago the developer hired Skidmore, Owings & Merrill (SOM), realizing a slender, tiered design by Adrian Smith in 2009. The 1,388-foot-high tower is the second tallest in the city, behind the Willis Tower (né Sears Tower), also designed by SOM and completed in 1973.
In a 2012 article
against the increase in signage placed atop buildings in Chicago's Loop, architecture critic Blair Kamin traced "the shift to 2005, when two illuminated signs spelling 'CHASE' were installed atop the 60-story, slope-walled high-rise now known as Chase Tower, the tallest building within the Loop." Kamin commended Trump for resisting the urge to mount "TRUMP" across his building, but apparently the urge didn't last too long.
In the Chicago Real Estate Daily article, the New York City developer is quoted as saying: "We just felt that people love the building, so we decided recently to put it up." More important is probably the fact that photographs of this stretch of the Chicago River don't spell out the name of the tower above, unlike the shorter Chicago Sun-Times building that used to occupy the site.