The Permit Review Committee of the Commission on Chicago Landmarks last week gave Target the green light to incorporate a number of branding elements to the retail space its first CityTarget store will occupy in the Sullivan Center in downtown Chicago.
Renderings of the building show red awnings on the building’s exterior and the company’s Bulls Eye logo visible though the windows of the signature rotunda entrance at the corner of State and Madison streets. There are also wide red banners evenly spaced and visible through exterior windows.
It may sound like a lot of red, but the review committee upon seeing images had to agree the approach is tasteful. The red awnings enhance the building’s exterior and logo in the rotunda appears modest relative to the type of street signs and brand elements that are common in more suburban locations.
Shoppers will be able to easily find the store and Target has detracted from the buildings interesting architectural elements.