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Logo Ego

April 30, 1989

In reference to Sam Hall Kaplan's column ("Skyline Outgrows Its Own Skyscrapers," April 9), I'm in agreement, the Los Angeles downtown skyline is finally emerging in earnest as a cityscape worthy of the image we seek to portray of ourselves to the world.

One slightly negative note: Los Angeles corporations seem to be stricken with what I call "logo ego." Many of the tallest structures downtown are capped with company logos or company names spelled out.

The Atlantic-Richfield Co., apparently not content with its name and logo atop the 52-story Arco Tower, decided to stamp its nameplate again atop the newer Arco Center just west of the Harbor Freeway. The scale of the sign is out of proportion to the height of the building.

Library Tower's new major tenant is First Interstate Bank. Now dubbed First Interstate World Center, it is being billed as "the Signature Building for Los Angeles."

Is this really necessary? New Yorkers know that the AT&T Building is home to AT&T. Residents of San Francisco know that their pyramid is home to Transamerica. Why can't Los Angeles corporations follow these and other leads? Erect buildings with some verve and people will know you are there.

ELIJAH JONES

Los Angeles

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