World Trade Center
About World Trade Center
The work made for World Trade Center runs to 1 verified project since 2014 — mostly Challenge, Installation and Branding.
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Defining a Landmark
The World Trade Center is both vision of the future and remembrance of the past. A commercial core, transport hub, retail beacon, arts venue, meeting place and global icon, perceptions of this historic space had been confused by a cacophony of voices – the media, individual brands, 9/11 victims, and city and state governments. The result: a unique and deeply intricate branding challenge. To capture the vitality of every individual asset within a single brand it required an inspired, overarching identity that must represent all the site is with a flexibility to express all aspects of the iconic architecture, engineering marvel, national priority, international tragedy and so much more. Determined optimism became the persona of the WTC brand. We developed a global identity that aspires to bring together the region and world, drawing people to visit and experience one of New York's most defining landmarks. The lines of the logo are multi-dimensional, representing both the new buildings and the original twin towers in the loose form of a W, while the spaces between them echo the memorial light installation Tribute in Light. It’s a bold icon that manages to both pay homage to the past and create a hopeful image for the future. Agency: Landor & Fitch