I agree Corey, I really actually like the vertical sign. Without it the building would look more sterile. I also agree that the history of Portland (and all cities) shows that signs are a part of urbanism. That said, however, people have always hated signs, too. There is legal controversy whenever someone tries to regulate signs, because in a way it can be argued to be restricting freedom of speech and expression in violation of the Constitution. However, there are ways around this, and ways to make the appearance of signs more context appropriate, which a form-based code could do (but not all do). I think this hotel is important because it keeps families which would otherwise stay in Freeport or by the Maine Mall right in Downtown Portland, and they need to know they have an option in-town that is not as exclusive as the other places. Even the other chains are quite pricey. This sign tells people that Portland is not exclusive, which I think is a good thing. I do agree, however, that it is not the best looking sign around, but signs generally aren't good looking.