In 2016, Philadelphia Sign was tapped by Loews Hotel to refurbish the aging neon PSFS sign. Advances in more durable materials and low maintenance technology have helped raise the popularity of high-rise signs. Today’s high-rise sign options range from channel letters to dynamic digital displays. While greater height meant greater visibility, maintaining these types of signs, like neon, became a liability for the companies that owned the signage. Initially, towers were topped with flood-lit cut-out lettering or capped with vibrant neon. A testament to the power of high-rise branding: as in the PSFS example, high-rise signs can become so much a part of regional consciousness, the brand outlives the company itself!Īs architectural innovations led to taller and taller buildings, more companies realized the potential for using the exterior real estate for advertising. Tower signage is usually reserved for the main tenant, given leasing rights to essentially brand an entire building. When it comes to impactful branding, your logo towering over a city skyline has no equal. High-Rise Signage: Elevating Brand Awareness However, the PSFS building was designed to be topped with very distinctive signage: 2 sets of 26-foot tall, neon letters bearing the initials of the institution. Many skyscraper towers of the day were simply highlighted with flood lamps. It also boasted an observation deck open to the public.Įlectric signage on early high-rise buildings was uncommon. The PSFS Building, now a Loews Hotel, was the first building of its size in the US to feature central air, only one of two in the country at the time to make the claim. This 33-story modern high-rise was possible because of technological innovations we take for granted today: reliable elevators, electric fluorescent lighting, plumbing, and central air conditioning.
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The hallmark of the design was the unadorned, simple limestone façade with ribbons of windows running the length of the steel-framed structure.
In 1932, Philadelphia became the home of America’s first modern ‘International’ style skyscraper, the iconic Philadelphia Saving Fund Society (PSFS) building, designed by Swiss-born William Lescaze and American George Howe.