Frequenters of downtown may catch the blue letters E, M and C hoisted up into the Des Moines skyline starting on Monday, Nov. 3.
Installation of EMC Insurance’s new 500-square-foot sign, set to be the city’s tallest and among the largest, is underway at the company’s corporate headquarters, located at 700 Walnut St. It’s popularly known as the “vodka building” because of its perceived resemblance to the bottles used by the Absolut brand.
The sign will feature EMC’s logo, redesigned in 2024, atop the south side of the 20-story building. The letters will shine with LED lighting.
“This sign is more than a visual upgrade—it’s a symbol of EMC’s continued investment in our headquarters city,” Scott Jean, President and CEO of EMC Insurance, said in a news release. “We’re proud to reinforce our presence in Des Moines and celebrate our legacy as a major employer, community supporter, and business leader.”
Standing 15 feet tall, the letters will be hoisted from the building’s 16th-floor balcony with a system similar to those used to hoist window-washing gondolas. No road closures or traffic disruptions are expected to occur during the installation, which is expected to take several weeks, according to the news release.
Timer systems will be installed to control the sign’s hours of illumination.
New EMC sign would be an exception to downtown signage
Before installation could begin, EMC needed the city’s blessing to waive downtown district signage rules. Buildings in downtown Des Moines are only allowed to put signage on the bottom three floors of a building. The signs also are not supposed to exceed 200 square feet.
Des Moines city staff recommended denying the exception requested by EMC in November 2024 because it would be “out of character for the existing skyline.” But the Zoning Board of Adjustment unanimously approved the new signage, with members saying they hoped it would bring more color to downtown.
Among other exceptions are the Des Moines Register’s sign on the north side of the Capital Square building, the Lumen sign at 604 Ninth St. and the neon sign for the long-departed Travelers Insurance Cos. atop the Insurance Exchange Building, at the corner of Fifth Street and Grand Avenue. A celebrated Des Moines landmark, it’s maintained by the building’s owner.
The new EMC sign replaces one on another of the company’s buildings at 717 Mulberry St. At 600 square feet, it also exceeded the maximum allowance and was positioned 10 to 12 stories high.
Reporting contributed by Addison Lathers.
Kate Kealey is the growth and development reporter for the Register. Reach her at kkealey@registermedia.com or follow her on Twitter at @Kkealey17.
This article originally appeared on Des Moines Register: EMC’s giant new sign being installed on downtown Des Moines HQ building’s 20th story
Reporting by Kate Kealey, Des Moines Register / Des Moines Register
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