Reuters at 3 Times Square

With the move into its new U.S. headquarters in New York's Times Square, Reuters wanted to communicate its brand to the public. ESI worked with the company’s brand managers to establish two key messages for the signage system: the global reach of Reuters and the immediacy of its content. An important challenge of the project was to create a sign that stood out in the media explosion of Times Square, both visually and as a symbol of technical innovation.

ESI designed the sign – spanning 22 floors and supported by a system of over two dozen computers – to illustrate the speed, breadth and volume of the Reuters newsgathering network. A metaphorical flipbook of the day’s news, the sign provides a fully automated and almost instantaneous display of news from around the world. For example, within minutes, a photo or video clip taken in Tokyo can be seen by a pedestrian on the corner of Broadway and 43rd Street.

The sign communicates an array of information quickly: First, it is a photographic news ticker – the first of its kind – using images instead of words to report the day’s news. Second, the sign highlights the top story of the day, selected and ranked by Reuters’ editors and illustrated through a headline, text and images. Third, it provides up-to-the-moment trading information and features hot stocks in a comprehensive, easy-to-understand format. Comprised of 13 giant, full-color LED video screens, the sign functions as a 7,700-square-foot window into the world of Reuters. Since its launch, the sign has been used as a successful revenue-generating mechanism and promotional platform for Reuters.

Visit the client's website at reuters.com