John Hancock Observatory is changing its name and tagline to: 360 CHICAGO, "Best Views. All Around."
According to the Observatory, the new branding reflects the experience guests have when they visit the 94th floor.
Images of the new logo and branding haven’t been released, but according to the creative team, the colors are derived from observation deck views. With the ability to see four states from the deck, I image the new colors will be quite sophisticated.
The observation deck is undergoing a multi-million dollar renovation and the new identity will take effect in March.
Like Cloud Gate/ The Bean and Willis/ Sears Tower, it will be interesting to see if locals pick up the new name or if we’ll all look confused when asked, “Which way to 360 Chicago?”