It's a new Chicago skyscraper that was hailed as an architectural marvel, until billionaire Donald Trump put on the finishing touch—his name in letters two stories high.
The sign, on the 16th floor, even lights up at night. It scars an otherwise beautiful building.
Chicago Mayor Rahm Emanuel called the sign "architecturally tasteless" and is vowing to force Trump to take it down.
Even the building's architect, hired by Trump, says the sign is "in poor taste."
But Trump told CBS This Morning the sign is staying put.
"It would be a very iconic sign. It's a very high quality, beautiful sign that enhances the building greatly," said Trump.
The Trump International Hotel is 96 stories—the second tallest building in the city—and overlooks the Chicago River amid some of the most admired architecture in Chicago's fabled skyline.
Trump said, "Chicago has other things it should be worried about, not a sign."
The mayor vs. mogul battle was triggered by The Chicago Tribune. Architecture critic Blair Kamin said, "It's egotistical. It's overscaled. It's unlike anything around it. It's kind of what you'd expect from Donald Trump."
"Do they put a sign on the Chrysler Building or the Empire State Building? They don't need to. The building is the sign," said Kamin.
There is also a lot of support for The Donald, who has put his signature brand on skyscrapers and buildings across America.
Gayle King backed up Donald Trump, saying, "At least the letters blend in with the building. It's not like they're orange or pink."
A snap poll on the Today show showed viewers aren't phased by having the "T" word on the building. Fifty-six percent say 'fine by me' to forty-four percent who say 'in poor taste!'
"If it weren't me, they'd be saying it's wonderful. But because it's me, they get some free publicity," said Trump.