An Annotated Response - The Unisys Sign
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Saturday, July 26, 2008 @ 07PM
The opposition to the proposal by Unisys Corp. to put its name in large type on Two Liberty Place is reminiscent of the small-minded thinking that opposed the construction of the high-rise tower (and its fraternal twin, One Liberty Place) in the 1980s.
Back then, many in the city vehemently resisted the construction of the Liberty towers because they would violate the unwritten rule that no building exceed the height of William Penn's hat atop City Hall.
That all seems so quaint today. And so Philadelphia. But the city has grown up since then, and is making strides to be world-class rather than small-town.
Indeed, the city should welcome Unisys' plan to move its headquarters to Philadelphia - and do much more to figure out how to get other businesses to locate here.
The city should attract Unisys and other businesses with reasonable tax rates and non sign-based incentives, and anyone who knows anything is aware of this. Business taxes in Philadelphia are the second highest in the nation, so perhaps reducing business taxes from the current rate of 6.5% would be a better way to start addressing the actual problem of the lack of business growth. The answer to Philadelphia's problem is certainly not in allowing any company wielding a paltry 225 jobs to plaster their uninspired, pets.com-assed logo on the side of a building that, 18 years ago finally told the world, "Hey guys! Remember us, from the late 19th century!?? Wait up!"
Too many companies have moved away, and not many are lining up to come here. In fact, denying Unisys its sign could cause the Fortune 500 firm to re-think its relocation. That would underscore the city's reputation as a tough place to do business.
They've all moved due to sign-related issues, too. I mean, shit...Fox Foundry closed down in the '70s after a neighborhood group called the foundry's new logo "too snarly". What reinforces the city's anti-business reputation has more to do with tax issues than anything else, and everyone is aware of this.
There really isn't a strong argument against Unisys' proposed sign - unless you live in one of the million-dollar condos that will have an up-close view of 11-foot-high red letters planned for the 38th and 39th floors on two sides of the building.
There really isn't a strong argument against this sign - unless you're one of the rare Philadelphians that struggles to take some pride in where you live and can envision some potential increasing value in the city. Changing the face of an increasingly respectable skyline should cost more than 225 jobs.
In a perfect world, corporate names wouldn't be plastered on buildings, ballparks and billboards.
Unless it's W.B. Mason.
But we're adults, and we realize that corporate branding isn't at all the issue here, right?
But take a look around the city skyline. Many of the most recognizable buildings have corporate names, tickers or logos on them, from Aramark to Peco to Blue Cross. A couple of the most iconic buildings have names of companies that no longer exist: PSFS and PNB.
Every single one of the buildings mentioned was brought to the city by the company that bears its' name, and all were designed with featuring the name of the company in mind. If Unisys wants to break ground for their very own 3.5 story building, I would welcome their logo to our micro skyline. Maybe they could even lease out the other side to pets.com.
What's six more letters?
You know...good point. What is six more letters?
