the buzz log

One of the most iconic buildings in the world will soon have a new name. Sears Tower, at one point the tallest skyscraper on earth, will be known as Willis Tower starting this summer.

The Chicago Tribune reports that Willis Group Holdings, a London-based insurance broker, didn't have to pay anything for the name. After consolidating its area offices to the Tower, Willis was given naming rights to the 36-year-old skyscraper. It was a package deal, of sorts. According to the Tribune, Willis is hoping its newest venture increases the company's name recognition in the United States. Apparently, it's a big player across the pond, but few Yanks know anything about it.

Clearly the move is already having an effect in Search. Lookups on "willis tower," "sears tower," and "what is willis company" immediately soared into the stratosphere. But some wonder if native Chicagoans will play along with the name change. CNN quotes a local historian as saying that it will be hard for residents "to shift and start calling it (Sears Tower) something else."

Indeed, a message board on a Chicago station's website features many sarcastic and "Is nothing sacred?"-type remarks. One telling quote: "They can rename it whatever they want, the people who live here will always refer to it as The Sears Tower."