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.
Mark Vanderbeeken is a senior partner at Experientia, an international experience design consultancy, based in Turin, Italy. He is also the author of the successful experience design blog Putting People First. Mark is a specialist in visioning, identity development and strategic communications and worked in Italy, Denmark, the USA and Belgium. He was communications manager of Interaction Design Institute Ivrea, European communications coordinator for the World Wide Fund for Nature (or WWF), marketing director of Gwathmey Siegel & Associates Architects (USA) and chief press officer of Antwerp 93, Cultural Capital of Europe (Belgium).