Union 30 celebrates the building’s former life as the St. Louis Union Trust Company, and is combined with the building’s numerical spot, 30, on St. Louis City’s landmark list. The logo design is a clean monoline drawing of the ornate “bearcats” that adorn the building’s cornice; one of Louis Sullivan’s signature motifs on his buildings. While keeping simplicity in mind, the design drew inspiration from Sullivan’s use of ornate Celtic and Art Nouveau forms.