Trumping the Real Estate Market

In the world of brand identity, Donald Trump is, no doubt, an expert. This post on Design Observer examines the beginnings of his Trump Tower logo and the brand identity that emerged thereafter. It's interesting that the logo's designer, Der Scutt, admits his design decisions were purely visual. Here at Pratt, our teachers constantly remind us that every design must have a conceptual basis and meaning; simply designing because something "looks nice" will not suffice. Clearly, however, Scutt's logo—along with Trump's decision to double it in size on the building's facade—have had a lasting impact on Trump's legacy.