TRUMPED UP

Campus buildings, if they were Classical in style, used to display their names in Roman lettering incised into the entablature; Collegiate Gothic buildings made do with medieval script. In either case the lettering was discreetly integrated with the architecture. No more. A growing trend in university buildings, especially high-rise buildings, is to display the name at billboard scale (thank you Robert Venturi). This started with medical buildings, but I have noticed other campus buildings sprouting overblown signs (the LeBow College of Business at Drexel is illustrated here). What drives this disturbing practice which gives university buildings the appearance of motels or casinos? In some cases I suspect it is a demand of the donor, in others it is probably an enterprising dean who is to blame. Universities increasingly advertise on the media, so why not tout your name on a building for all the world to see? Why not a flashing neon sign on the ivory tower?