With your toot I saw the "X"-logo on top of that building for the first time, and I don't like it; it's not recognizable enough. In my opinion, the owner should make a white background behind it. Preferably as a circle in contrast to the harsh form of the X. Additionally, a red rectangle around that may even help to draw attention to it, people like red color for its dynamics.
I guess this is what happens when you fire all the competent people, and have an incompetent person in charge of directing the remaining incompetent people.