The World Trade Center is a unique entity across the globe. Together, it is at once of five office towers, a transportation hub, a retail complex and several major tourist destinations, all adjacent to the 9/11 Memorial and Museum. It is now poised to act as the new center of lower Manhattan, changing a once primarily financial area into a creative nexus.

Create a mark that could unify the many World Trade Center site experiences and branding efforts of the individual institutions and stakeholders under a single identity. The mark has to respect the past of the district, and announce the renewal of this world-class destination, promote site congruity for it’s visitors and tenants, while providing seamless transitions across multiple stakeholder boundaries.

Developing a brand mark for the new World Trade Center required interviewing over 27 individuals representing civic, private and governmental stakeholder groups, including the 9/11 Memorial, summarizing eleven years of public comment on this revitalization project.

A global audit was under-taken to understand the views and impressions about the project on the part of people around the world. Design explorations were developed in tight keep with brand attributes established for this dynamic and vibrant site.

The World Trade Center brand identity was developed to closely reflect the energy of the entire district; respecting its past while staying focused on the future. The identity is constructed from the iconic symbols of the site; past, present and future. Together, they form a singular identity, which reflects the determination, importance and optimism that forms the World Trade Center.