Hearst created a new landmark in Manhattan, adding a 44-story tower by Foster + Partners to their 1928 Art Deco building. The designers' challenge was to design a sign program for both the original building and the modern tower above it. The centerpiece is a system of freestanding “totems” of glass and steel that serve multiple functions. In addition to directional information, they house security cameras and the call keypads for sophisticated elevators.The system uses typefaces chosen to relate to the corporate identity of the organization. Graphics make use of the wealth of visuals from Hearst's many magazines. Planned in collaboration with Foster + Partners and Tishman Speyer.