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A new logo and tagline was released for the new One World Trade Center (originally Freedom Tower) designed by Wordsearch and presented by the Durst Organization and Cushman & Wakefield. The Durst Organization is working with The Port-Authority to help complete the massive project and Cushman & Wakefield is the commercial real estate broker in charge of filling the tower with tenants. The new brand is an effort to create a new feel for the building and to help obtain new tenants.

The logo, designed by Wordsearch, an agency that builds branding and communications for some of the world’s most exciting real estate and architecture projects. Their mission is to steer practices through social and economic landscapes towards the kind of work they want to do.

Using a custom version of Hoefler & Frere-Jones’s Gotham font. The logo’s “ONE,” when used on postcards and stationery, will be set in Pantone 301 flat blue, which the marketers are calling “One World Trade Center Blue.”


“Unsurpassed in quality and prestige, there can be only one One World Trade Center.The brand’s emphasis on the number ‘One’ effectively conveys that message.” – said Jody Durst, president of the Durst Organization.

The logo also has a tagline, “New York’s Number One,” rendered here.



The Future Manhattan Skyline

The logo leverages both conceptual and practical connotations of the word “One.” On one level, the brand declares that 1 World Trade Center is “first among many” as a part of the world-renowned New York City skyline. The “One” in the logo emphasizes its status as the Western Hemisphere’s tallest building. The logo and tagline also reinforce messages of achievement and aspiration associated with the building.




On a practical basis, the dominance of the word “One” conveys a strong message about the building’s singular features: its functionality, its sustainability, its location, its floor plans, its specifications, and its central role in the Lower Manhattan renaissance.” 

Press Release

I think a lot of people are going to critique on this one because of the correlation of Obama’s campaign and the Gothic Font and I’m one of them. While I think it’s not bad from a conceptual standpoint, this is a luxury building and this doesn’t feel like it represents the tallest building in America to me. It doesn’t help that they are even using a similar Blue as Obama’s campaign and calling it its own Pantone color. Aside from that I think the other problems with this logo lie in the fact that the tower inside the “O” is a little threatening almost resembling a syringe in nature.

Also another big problem is the logo reads as “NE” with an icon to the left of it. The application is pretty cool with the focused pictures behind the logo, but I would have liked to see more of it. I used to live right down the block from The World Trade Center and walk by it everyday on the way to the PATH and amongst the cons it can’t be argued that this logo is big and bold and will read proudly amongst the thousands of New Yorker’s walking by.


Soaring above the city at 1,776 feet, One World Trade Center will be America’s tallest building – and an indelible New York landmark. Designed by David M. Childs of Skidmore, Owings & Merrill, the 2.6-million-square-foot building will include office space, an observation deck, world-class restaurants, and broadcast and antennae facilities. Begun by Silverstein Properties in April 2006 and taken over by The Port Authority of New York and New Jersey, construction has accelerated in the last year.