1 World Trade Center now has a logo

The logo. (Wordsearch)
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1 World Trade Center, the building once billed as the Freedom Tower (see www.wtc.com/about/freedom-tower for more information), now has a logo.

Today, the Durst Organization, which is working with the Port Authority to develop the 1,776-foot tower, and Cushman & Wakefield, the commercial real estate brokerage charged with filling 1 World Trade Center with paying tenants, released a logo and tagline for the building.

The "brand" will be a central element in commercial real estate broker Cushman & Wakefield’s global search for tenants to fill the tower.

The logo, designed by Wordsearch, uses a customized 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."

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

The logo also has a tagline, "New York's Number One," rendered here.

From the release:

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 floorplates, its specifications, and its central role in the Lower Manhattan renaissance.” The brand was designed by Wordsearch.