The Curious Anonymity of Architecture

Chicago's complaints about the signage on Donald Trump's new tower are predictable enough. What's surprising is that the people to design buildings rarely, if ever, get the slightest recognition in the public realm.

3 minute read

June 23, 2014, 6:00 AM PDT

By Josh Stephens @jrstephens310

gehry building

D. Laird / Flickr

If Donald Trump built so much as a birdhouse, I'd expect him to put his name on it. 
That's why I'm not the least bit surprised that The Donald affixed T-R-U-M-P in 20-foot-high letters, for all of Chicago to see, to his new Trump International Hotel and Tower. Somehow, one of the world's most monumental bloviators caught Mayor Rham Emmanuel, the City Council, and the entire staff of the Chicago Department of Planning and Development unawares. Chicago Tribune architecture critic Blair Kamin, who is no fan of the sign, blames "a lack of sophisticated design guidelines as well as the teeth to enforce them." 
They're now annoyed that Trump's name now gets to compete with the spires of the Wrigley building and the curves of Marina City Towers. 
Too bad. To paraphrase Jon Stewart: it's Donald Trump. What did they expect?
While Trump may be a particularly predictable example, the fact is that developers put names and signs all over their buildings. Some go the egotism route and name buildings after themselves. Others contrive heroic names, as if their buildings are bit characters in Game of Thrones. And, of course, plenty simply sell their crowns to the highest bidder. That's an old game, and it's all well and good as long as a city deems the signs to be in good taste. 
The kerfuffle in Chicago indirectly raises what should be a far more benign question about signage and identity, not about the funders of buildings, but about the designers of buildings. 
Let's consider the obvious: 
  • Painters sign their canvases. 
  • Writers, actors, and directors (among others) get their names in movie credits. 
  • Bands are synonymous with their songs, just as composers are with their symphonies. 
  • Every theatergoer gets a Playbill identifying playwrights, directors, and choreographers.
  • Authors' names often appear bigger than their respective titles on book covers. 
  • Photographers get credits. Even journalists get bylines.  
And yet, to the naive viewer, the world's most famous architect could be more anonymous than some cub photographer on his second day at work. 
Why don't architects get to put their names on buildings? Say what you will about egoism, but it's hard to deny that architects (and architecture firms) deserve as least as much recognition as any other artist or craftsperson does. I've visited countless buildings that I found interesting or attractive (or ghastly) and could do nothing but wonder about the minds from whom they sprung. 
Of course, some buildings' masterminds are obvious. But forget about starchitects. Everyone who's remotely inclined to care about Frank Gehry knows a Gehry building when he or she sees one. I'm not particularly interested in inflating his reputation. (Even so, it's all the more baffling that some of the biggest egos in the field don't insist on even the most modest acknowledgment.)
I'm not suggesting that architects put their names in lights or that they have to hang over the Chicago River. But how about a nice plaque in the lobby, or to the side of the front door? Maybe an inscribed cornerstone or paver? Or even a cool video-art display?
Such "signatures" might not delight the masses, either, but they'd gratify architecture nerds, give architects a point of pride (and, possibly, new business), and give due credit to a noble profession. We might even get better designs: wouldn't you try a little bit harder if your name was going to be on display? And, to developers' sure delight, these would cost next to nothing and would offend no one. 
For the record, the Trump project was designed by a team led by Adrian Smith (he being most famous for Dubai's Burj Khalifa). Maybe Trump will give him a plaque? 
Architecture Chicago Donald Trump Adrian Smith Signage

Josh Stephens

Josh Stephens is the former editor of, and current contributing editor to, the California Planning & Development Report, the state's leading publication covering urban planning. Josh formerly edited The Planning Report and the Metro Investment Report, monthly publications covering, respectively, land use and infrastructure in Southern California.

Related

Chicago Mayor Emanuel Pondering New Sign Regulations in Trump Fallout

Mayor Rahm Emanuel announced his intentions to create ordinances that would prevent future design controversies like the maligned Trump sign above the Chicago River.

June 27, 2014 - Chicago Tribune

Trump Sign

Trump's Controversial Sign of the Times in Chicago

The most conspicuous example of Chicago's recent spat of troubling signage is a 2,891-square-foot sign 200 feet above street level on the Trump International Hotel and Tower in Chicago.

June 13, 2014 - Chicago Tribune

Trump Sign

Another Chicago Skyscraper Sign Controversy

Regulations crafted in the wake of the Trump sign controversy of 2014 could be relaxed to let Salesforce leave its mark on the city of Chicago's skyline.

September 25, 2018 - Chicago Tribune

Most Read

Aerial view of homes on green hillsides in Daly City, California.

Depopulation Patterns Get Weird

A recent ranking of “declining” cities heavily features some of the most expensive cities in the country — including New York City and a half-dozen in the San Francisco Bay Area.

April 10, 2024 - California Planning & Development Report

Aerial view of Oakland, California with bay in background

California Exodus: Population Drops Below 39 Million

Never mind the 40 million that demographers predicted the Golden State would reach by 2018. The state's population dipped below 39 million to 38.965 million last July, according to Census data released in March, the lowest since 2015.

April 11, 2024 - Los Angeles Times

A view straight down LaSalle Street, lined by high-rise buildings with an El line running horizontally over the street.

Chicago to Turn High-Rise Offices into Housing

Four commercial buildings in the Chicago Loop have been approved for redevelopment into housing in a bid to revitalize the city’s downtown post-pandemic.

April 10, 2024 - Chicago Construction News

Latest News

Woman with long hair wearing Covid mask sitting on underground train station bench looking at her watch as subway train approaches in background at Hollywood/Western station in Los Angeles, California.

How California Transit Agencies are Addressing Rider Harassment

Safety and harassment are commonly cited reasons passengers, particularly women and girls, avoid public transit.

April 17 - The American Prospect

Nighttime view of wildfire in Los Angeles hills.

Significant Investments Needed to Protect LA County Residents From Climate Hazards

A new study estimates that LA County must invest billions of dollars before 2040 to protect residents from extreme heat, increasing precipitation, worsening wildfires, rising sea levels, and climate-induced public health threats.

April 17 - Los Angeles Times

Bird's eye view of oil field in New Mexico desert.

Federal Rule Raises Cost for Oil and Gas Extraction on Public Lands

An update to federal regulations raises minimum bonding to limit orphaned wells and ensure cleanup costs are covered — but it still may not be enough to mitigate the damages caused by oil and gas drilling.

April 17 - High Country News

Advertise with us

Jobs

Economic and Development Services Director

City of Costa Mesa

Planning Director

Licking County

Senior Planner

Barrett Planning Group LLC

View More Post Job

Events

News from HUD User

HUD's Office of Policy Development and Research

Call for Speakers

Mpact Transit + Community

New Updates on PD&R Edge

HUD's Office of Policy Development and Research

View More Post Event

RFPs and RFQs

Comprehensive Plan Update

City of Universal City TX

Open Space & Parks Master Plan, Pea Ridge, Arkansas

ULI Northwest Arkansas

North 4th Street Redevelopment Project: Mixed Use Housing & Commercial Development

City of Laramie, Wyoming

View More Post RFP

Write for Planetizen

View Guidelines
Planetizen Courses

Urban Design for Planners 1: Software Tools

This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.

Planning for Universal Design

Learn the tools for implementing Universal Design in planning regulations.

View More