MILA Chicago represents a new era for the Loop. It brings with it the first housing rentals to the Mag Mile in 20 years as well as new retail spaces. The logo and branding were created around redeveloping the loop. The main mark came from the municipal device found in the Chicago Theater and around the Loop.
Rather than deviate and take away from where the building is — it acts as a way to bring new life to all that came before it.