The Highland House apartments, located at 5480 Wisconsin Avenue in the Friendship Heights area of Chevy Chase, have an updated canopy over the lobby entrance, which also adjusts the branding for the property. Gone is the name "Highland House." In its place is, "The Highlands of Chevy Chase."
Added to the canopy is an additional distinction of "East Residences," more formally distinguishing this building from sister tower Highland House West. You'll also notice that the canopy itself has a sharper look, with smooth borders all around that dispense with the vertical lines of the old version (see the older photos beneath this article for comparison). The curved roofline now fades into the background a bit.
The makeover is a bit schizophrenic, however. While the name Highland House has ostensibly been dropped, a fancy new "HH" logo gets center stage positioning on the front of the canopy. The more things change, the more they stay the same. Highland House is dead; long live Highland House!
I’m mystified as to who thought this was a good luck. It’s heinous. The branding would make more sense at a strip club than an aged apartment building.
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