As part of a new branding campaign, Aramark has installed a new sign above its headquarters in Philadelphia. Instead of presenting the company name in all caps (ARAMARK), the new sign, which debuted the evening of June 16th, is all lower case, though the company's red “star person” remains part of the logo.

The new sign stands 17 feet high, extends 100 feet across and weighs 5,000 pounds, according to the Philadelphia Business Journal.