One World Trade Center Looks for Attention With New Logo


The World Trade Center doesn’t need attention. Since 9/11, the Twin Towers have been seared into America’s collective cerebellum.

But as New York rebuilds, there is a new WTC in town that’s looking to unseat the old images, seeking to uplift rather than bring about a bout of grim memories. As part of that quest, One World Trade Center, which will be the tallest building in the U.S. when completed, has released its new logo, designed by UK-based Wordsearch.

The second building tower under construction is going to suspend construction until its developer, Larry Silverstein, can find tenants, the Wall Street Journal reports. [more]

One design decision was to play up the number one on the logo. “The identity we have developed seeks to harness and leverage the plentiful positive connotations of ‘One’: first amongst many, leading from the front, singularity of vision,” the company said in a release, according to the Journal. “These are felt both at a conceptual level – the building taking its place amongst New York’s and the world’s architectural icons – and at the practical – Tower One in a masterplan of several other towers.”

More than 10 years after the terrorist attacks that took down the towers, the hope is that new towers can bring hope and good feeling to the spot again. The logo is just the start.