A series of ‘supersigns’ located on the building facade of Morgan Stanley’s world headquarters at 1585 Broadway, in the heart of Times Square, brings a new brand identity to one of the largest securities and financial management firms in the world.
With the purchase of the 42-story tower at 1585 Broadway, Morgan Stanley inherited strict requirements under Times Square Redevelopment Area zoning regulations, that the building facade carry large-scale, illuminated, kinetic signs. The result—a giant information display, is one of the largest illuminated and animated facades in the Times Square area, and is comprised of several large-scale sign elements.
2 rear-illuminated cylinders are located at the building corners, each 44 feet in height, featuring the Morgan Stanley brand in a kinetic manner. Directly above are 3 140-foot long electronic ticker panels, stacked atop each other, which use LED/light-emitting diodes for transmitting information in real time. News bulletins are carried on one panel, with stock market quotations and sports scores on the other two. At each end of the building’s southeast and northeast corners are 30 by 60 foot information panels displaying charts and other graphic images and text. 10 44-foot high fins located along the Broadway facade are clad in black mirrored glass, edged in purple neon, and rear-illuminated with characters that spell out ‘1585 B’WAY.’