The Iconic Building


  • Architecture
  • Interior Design
  • Historic Tax Credit Consulting


  • Active Projects
  • Historic/Reuse
  • Workspace
  • Hospitality

Rockford, IL

all the views that are fit to print, all from an Iconic building

GWA Dots

Since the late 1800s, 99 East State Street in downtown Rockford, Illinois has been the primary home for the city’s newspaper publishing industry.  The most historic portions of the building were designed by famed local architect Jesse Barloga including a 7-story Art Deco news tower that has left an indelible mark on the downtown Rockford skyline.  This is a detail-packed building, from metal scrollwork to gothic-shaped spandrels, and we’re excited to see it come to life again with its latest iteration: The Iconic Building.

Barloga’s best, in good hands

Studio GWA has teamed up with 1919 Architects, the third-generation company of Mr. Barloga’s, to provide architectural design services for the building.  We are also providing historic tax credit consulting to facilitate the project’s receipt of this critical funding source.   While our work touches each building—from the original 1930 Rockford Republic building, to the News Tower addition, to the five subsequent additions to the complex—we are especially focused on the Art Deco details Barloga employed throughout the oldest buildings.  The assemblage of wood paneling, aluminum trim, plaster scallops, and stone chevrons among other details are integral to the building’s character and deserve our utmost attention during the renovation process.

the latest contribution to downtown Rockford’s revitalization

Beyond being the home for Iconic Energy, The Iconic Building will include space for commercial, restaurant, and event space.  The restored, cantilevered riverwalk will complement these uses, of course, and will reinforce the building’s presence on the Rock River.  Planning, design, and tax credit consulting are well underway, and will continue into 2023.  As activity increases around the site, so does our excitement to see The Iconic Building redeveloped.

related projects

Keefer Hotel

Hillsdale, MI

Architecture, Historic Tax Credit Consulting

The historic Keefer Hotel was a social center for Hillsdale and many public and private functions were held there after its construction in 1864. Several well-known guests graced the halls of the hotel including Annie...

Rockford Public Library

Rockford, IL


The main branch of the Rockford Public Library has been located along the banks of the Rock River since 1902. Prior to the library’s construction the property was used as a gasification site. In order...

Interior Design - Northern Illinois Hospice

Northern Illinois Hospice

Rockford, IL

Architecture, Interior Design

Northern Illinois Hospice has delivered compassionate end-of-life care in the Rockford, Illinois region for over 40 years. The organization’s continued growth in services required an expanded facility to accommodate its administrative, clinical, and therapeutic services.