I took a walk up Central Park West over the weekend, and was astonished to find the New York Historical Society in flames. Of course, it wasn't burning at all, but this was the effect created by a light sculpture installed in the park-side windows. It was pretty cool until "The New York Historical Society" scrolled before my eyes from right to left, which stuck me as tacky and inartistic. Better to leave the viewer gaping in wonder, I thought. But no, branding is everywhere; although I did hear Abercrombie & Fitch is deleting their logo from their clothing line because kids in their 20's think it passé. I'm with them.