Mayor Rahm Emanuel is mulling a proposal that would prevent high-rise signs like the one recently erected by real estate mogul Donald Trump, the mayor's spokeswoman confirmed.
Under consideration is the creation of a Chicago River Corridor special sign district regulating signage facing and along the river, mayoral spokesman Kelley Quinn said. The 20-foot-tall, illuminated letters that spell "TRUMP" on the side of the Trump International Hotel & Tower currently face the river.
The city's zoning code may also be amended to dictate that signs may not face the river, Quinn said.
Emanuel called the sign "architecturally tasteless" and asked his staff to "determine if there are any options available for further changes.”
The mayor reportedly wants to move quickly on a potential proposal involving sign restrictions.
Trump, however, insists the moniker on his Chicago building is perfect for the city.
"The fact is that people love it," Trump said on NBC News' "Today" show, "and it's a very high-level sign. It's done in the highest level of taste, done by one of the great sign designers. So, you know, so far so good."
Trump said he plans to visit Chicago soon to see the sign firsthand.