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Last week, the Times Square district gained its latest sign as the logo of the New York Times was installed on the Eighth Avenue facade of its new Renzo Piano-designed headquarters tower.

But what looks like a simple sign -- if a 110-foot-long logo set as a 10,116-point version of the newspaper's iconic Fraktur font can be called simple -- is actually an intricate assemblage of nearly a thousand separate custom-designed pieces, each a painted extruded aluminum sleeve a little more than three inches in diameter.

Read the story of how and why design firm Pentagram came to design the sign.