Wells Fargo will begin installing the biggest branding symbol in its history Saturday at a prime location next to the Downtown Connector, AJC staffer Rachel Tobin reports.
A construction helicopter will lift three massive signs atop the building at 171 17th Street in Atlantic Station that used to sport the Wachovia name. Wells Fargo bought Wachovia in 2009 and is completing the brand overhaul.
But, Tobin points out, other big companies take the opposite approach on prominent buildings here.
Rather than an in-your-face statement, the Atlanta skyline is more given to sign-free but architecturally compelling buildings, such as Bank of America Plaza, our tallest building.
And Home Depot, which has never been bashful about advertising, does not sport a big sign on its headquarters overlooking Interstate 285 and Paces Ferry.
Which works better for prominent buildings — in your face or nothing? Why?
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