The end of branding... maybe

"Though the Times Square letters will remain on the sign, the color, typeface and background can be instantly changed to interact with the letters. The circle can be used for an image or logo. “We think the sign can be Google-esque, like the way Google changes its logo on its search page,” said Harry Coghlan, president of Clear Channel Spectacolor."

via http://www.mediaweek.com/mw/content_display/news/out-there/digital/e3id4...