MORTON SALT AND BLUE STAR PROPERTIES ANNOUNCE ELSTON AVENUE PROPERTY CONSTRUCTION UPDATES
Chicago – SEPTEMBER 13, 2020 – Morton Salt, in partnership with Blue Star Properties, announced today that the iconic and highly recognizable branded rooftop on Elston Avenue will be replaced and revitalized as part of the property’s redevelopment.
Construction is already underway to remove the roof, which is expected to be fully replaced before the Winter season. In addition to the roof replacement, the iconic Morton Salt branding will be freshly painted to reflect the logo and wordmark enhancements to modernize the brand.
The updated logo features a fresh and friendly font, while maintaining the qualities of the original word mark, specifically the bold, all-caps type style. In addition to the word mark, the company updated its Morton Salt Girl icon as part of its brand refresh – but in small, subtle ways. The new Morton Salt Girl has cleaner, simplified linework to fit better with the new “Morton Salt” word mark. And of course, the roof will still feature the famous “When it Rains It Pours” tagline.
Blue Star Properties’ redevelopment of the old river-front Morton Salt facility at 1357 N. Elston includes flexible, mixed-use tenant spaces including office, retail, food & beverage and open venue, with the backdrop of the City’s skyline. As with all of Blue Star Properties’ redevelopments, adaptive reuse is the cornerstone, with many creative twists, utilizing existing relics that produce a one-of-a-kind, elevated use and experience.
About Morton Salt, Inc.
Morton Salt, Inc. is a trusted authority in salt in North America. The iconic Morton® brand, coupled with the broadest footprint in the industry, has made the company a leader since 1848. Morton produces salt for culinary, water softening, household, road deicing, food processing, chemical, pharmaceutical, and numerous other uses. Headquartered in Chicago, Morton Salt with its affiliates in the Bahamas and Canada has more than 3,500 employees committed to safety, quality, and service in the communities in which it operates. www.mortonsalt.com
About Blue Star Properties
Blue Star Properties is a Chicago-based commercial real estate company known for the acquisition and revitalization of urban retail, office and mixed-use properties in and around Chicago. https://bluestarproperties.net/