Chicago’s Newest Architectural Attraction: A Five-Letter Sign!


The world is watching.

Of course, I don’t mean soccer from Brazil. I’m talking about Trump Tower Chicago. I wonder, has a simple sign attached to the side of a building ever received so much attention?

Only it’s not exactly a simple sign. It’s 2,891 square feet large. And now its become personal. Rahm is unhappy. He called it “tasteless.”

Others say it’s ruined the skyline, it’s a blight, it’s Donald Trump throwing his weight, and wealth, around.

Milosh Kosanovich

Milosh Kosanovich

I ventured down to Wacker Drive this afternoon to see what all the fuss was about. For now, at least, the gigantic serif letters spelling out T-R-U-M-P have become a tourist attraction in their own right. I saw a number of folks taking pictures of the sign. They pointed and discussed its relative merits. Most people didn’t exactly see any.

Milosh Kosanovich, a local photographer of some note who frequently shoots the Chicago skyline, didn’t mince words when I asked his opinion.

“It really sucks, it’s just horrible. It could have been half as big and been a little more tasteful,” Kosanovich said. “Trump compares it to the Blue Cross Blue Shield Building Sign, but give me a break.”


Author: Bill Motchan

Bill Motchan is a writer and photographer, and a former resident of the West Loop. He can be reached at

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