Logos change all the time, but it’s not every day you get a chance to see a logo change right before your eyes. The other morning I was walking to work past 1 West Wacker Drive and saw sign company workers changing out the signs at what used to be called The Renaissance Hotel and is now just Renaissance. I felt like I was living inside the Brand New blog, which has analyzed old and new logos side-by-side for years now.
Here’s the old and new signs together:
The new is just a stylized R and a single word:
While the old sits captured on a truck:
And then there’s the fateful wall-based change, which never really seems to go well without a thorough cleaning and masonry work to eliminate negative space and outlines of the former typography:
Can’t wait to see what Under Consideration LLC has to say about this…