On May 28, Grace Ong Yan delivered her talk, "Signage at the Crossroads: Preserving Brand Identities" at the Docomomo_US 2021 National Symposium.
Abstract:
Twentieth-century modern architecture and design was the perfect vehicle for businesses to brand themselves as they constructed new identities through corporate headquarters. Over time, these buildings and in particular, their signs transcended branding to become landmarks and symbols for their communities. I will discuss how business and modern architecture intersected to create architectural branding that effectively spoke to the public with various case studies beginning with the 1932 PSFS Building by Howe and Lescaze. The preservation of branding focuses on the identity of the original clients who were important collaborators of the designs. Unfortunately, important urban-scaled signs are often removed and replaced with the new owner’s signs—a classic example of the baby being thrown out with the bathwater. This talk explores the issues, challenges, and triumphs of protecting and conserving these brand identities as important historical imprints that signal the crossroads of modern architecture and business clients.
