“Ross ordered that all building facades along Wilshire be engineered so as to be best seen through a windshield. This meant larger, bolder, simpler signage; longer buildings in a larger scale, oriented towards the boulevard; and architectural ornament and massing perceptible at 30 MPH instead of at walking speed. These simplified building forms were driven by practical requirements, but contributed to the stylistic language of Art Deco and Streamline Moderne.