Sign Builder Illustrated Featuring CNN’s LA Bureau
A Newsworthy Rebranding Effort
-- Sign Builder Illustrated
(February 03, 2010) --
The CNN Tower in Los Angeles, California houses one of the largest news networks in the country, but its exterior didn’t always reflect this fact. When a new owner took over the building, it was decided that a major rebranding was necessary if CNN was to remain a tenant, and Selbert Perkins Design (SPD)(www. selbertperkins.com) was called in to spearhead the effort.
“ We were really in charge of re-imaging the entire site, including the overall facades, the groundlevel, the pedestrian area, and the lobby, as well as the garage,” says Robin Perkins, partner and cofounder of Selbert Perkins Design. “They had a lot of VIP individuals coming in for interviews with Larry King and such so we really needed kind of a red carpet re-imaging.”
SPD’s first ideas were a bit too oversized. “We really wanted it to be like a little mini Times Square,” says Perkins. “Our first thought was to cover the entire building façade in LEDs and create real, live animated images of whatever was being broadcast on CNN at the time. But that turned into, for obvious reasons, a smaller effort.”
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