The city's skyline has long been largely off limits to companies looking to advertise their names atop high-rises, but lately several companies planting roots in Boston have been allowed to emblazon their corporate logos on their rooftops and rooflines.
Boston-bound motorists heading over the Zakim Bridge are now greeted by giant letters that spell out Converse on the roof of the sneaker makers' soon-to-be opened world headquarters. Meanwhile, travelers to the Seaport District — particularly at night — can't help but notice the illuminated Vertex sign atop the pharmaceutical company's new waterfront home.
The tenants of the two buildings join only a handful of companies — State Street's headquarters in the Financial District being the most notable — granted permission by the Boston Redevelopment Authority to vertically advertise their names.
Boston's downtown skyscrapers are mostly devoid of rooftop advertising due to a 1979 BRA rule prohibiting signs atop high-rise buildings.
Lara Merida, the BRA's deputy director for community planning, said exemptions are granted to companies that locate their corporate headquarters in Boston and occupy the entire building. Hotels such as the Westin and Renaissance can erect signs on their rooflines as "wayfinders" for visitors, she said.
"Generally, signage on top of large projects is discouraged. However, corporate signs have been approved as an economic development incentive for companies building their headquarters in, or transferring their headquarters to Boston," the BRA said in a statement.
Other companies that got BRA approval to erect logos above their corporate headquarters include John Hancock Financial on Congress Street and New Balance in Brighton Landing.
Vertex recently moved its headquarters from Cambridge to Fan Pier, bringing with it 1,300 employees.
"As part of our move to Boston, we followed the BRA's policy related to placing a Vertex sign on our building. This was based on the building serving as our global headquarters and the fact that we occupy 100 percent of the space," said Vertex spokesman Zach Barber.
Converse is moving its world headquarters, now in North Andover, to 187,000 square feet of new office space being created by the $230 million refurbishment of a nine-story building across from the TD Garden. The rehabbed building will house some 400 Converse employees when it opens in the spring of 2015.
"The decision for signage was made by the city. Ultimately, the sign is a reflection that Converse is here to stay," Converse said in a statement.
Melina Schuler, a spokeswoman for Mayor Martin J. Walsh, said that while the Converse building will contain 45,000 square feet of ground floor retail, the sneaker company is occupying "100 percent of the office space."
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