King & Spalding has hoisted a gigantic new sign atop its Atlanta headquarters building, making its logo a prominent part of the city's skyline for the thousands of visitors in town for the Super Bowl.

Installing the 10,800-pound sign at the top of King & Spalding's Midtown headquarters at 1180 Peachtree St., N.E., was no easy task, as this video from the firm shows. Each letter weighs from 80 to 100 pounds—and the ampersand alone is 8 feet tall.

The sign makes King & Spalding's presence known to anyone looking west toward Peachtree Street from Piedmont Park—one of the most iconic views of the Atlanta skyline.

While its signage makes no Super Bowl references, King & Spalding has represented the Atlanta host committee since 2015—first in bringing the Big Game to town and then in the ensuing flurry of legal work with NFL lawyers, insurers, sponsors and vendors.

Other buildings have not been so discreet before the Big Game (as Super Bowl LIII is called by many companies fearing trademark infringement). An image of a giant Bud Light Super Bowl man holding a football is plastered across two sides of the 101 Marietta Street building overlooking Centennial Olympic Park and the Mercedes-Benz Stadium.