Originally Posted by the urban politician
^ Frankly, why should anybody care about the Santa Fe sign, or any sign for that matter? Probably the only major one that is distinctive is the Wrigley Field sign.
It's a landmark piece of Chicago's skyline that has been there for over 50 years. Management so staked their identity to Santa Fe that the building kept the name AND the sign, even after the eponymous railroad moved out, because people literally used it as a landmark, a reference point for moving through the city.
Plus, to add insult to injury, we now have to deal with the name of a failing, laughingstock company on our skyline. And, as Busy Bee points out, it's not even a well-designed version of the Motorola logo and does not include the M bird.
In a larger sense, Motorola's decision to stake their identity to the Santa Fe Building does not speak well for the company's progress and innovation in an industry that depends on it. That's Motorola's problem, but it's no less bone-headed.