Vegas is all about signage, but something about the splashy new sign that went up on top of the Vdara condo tower at CityCenter doesn’t click. Vdara, designed by Rafael Viñoly, is, so far, the most striking building in the complex, with a graceful, curving profile marked by horizontal strips of windows. The sign—30 feet at its tallest point—was designed by Gensler, CityCenter’s master architect. Expect signs to grace the other towers of CityCenter as they top out.

Admittedly, the custom typeface is mesmerizing—sort of sexy sci-fi—but for a building committed to serious, grown-up architecture, the Vdara sign feels random and tacked on. It unnecessarily brands a building whose stellar design already brands itself—and in the process threatens to turn Vdara into just another decorated shed.