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Donald Trump to brand Chicago skyscraper

Posted February 22, 2014 12:01 am

Associated Press

Donald Trump wants to make sure everyone knows the second-tallest skyscraper in Chicago is his.

Crain's Chicago Business reports the celebrity real estate developer will stamp his name in 20-foot letters on the side of the 92-story Trump International Hotel & Tower that faces the Chicago River. The sign permit approved by the city indicates the letters will be backlit with white LED lighting.

Workers will install the Trump name just below the 16th-floor terrace of the tower. Trump says it was decided recently to put the sign on the building on the realization "people love the building."

Some are concerned the branding will be garish and detract from Chicago's architecturally significant buildings.

Preservation Chicago executive director Ward Miller says the sign "has the potential to be quite ugly."

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