When asked by Spire (formerly Laclede Gas) to design an exterior sign package utilizing their new brand, our approach for the historic 700 Market Street location followed Philip Johnson's minimalist style of architecture. The signage should fit seamlessly and not compete with the architecture. It should be simple in design and integrate well with the distinctive lines and planes of the building. The signage should be modern as well as classic and timeless, so a stainless steel letterform was chosen. It’s subtle reflective finish creates movement of lights and darks on the faces of the letterforms as you pass by the building. The signage not only identifies the building, but it helps to define the iconic 700 Market as Spire.