It will stand at a symbolic final height of 1776 feet and was once known as the Freedom Tower. But when it came time to brand 1 World Trade Center, the Port Authority and the Durst Organization turned to the London-based design firm Wordsearch, whose portfolio includes logos for The Broadgate Tower in London and Related’s Hudson Yards development on the far West Side. Last week, the Commercial Observer unveiled the logo and, judging from reactions in the comments, the response has been lukewarm, to put it mildly.
“We hired them because they are the best of the business,” Jordan Barowitz, a spokesman for The Durst Organization, told the Observer. Many initial suggestions for a 1 WTC logo that were drafted in 2009 included the entire tower. But Wordsearch – which spent nearly a year creating the logo – opted to focus only on the spire in order to acknowledge the tower’s much broader significance and context.
Regardless of how you might feel about its logo, when completed next year 1 World Trade Center – and its 3 million square feet of commercial office space – is slated to receive a LEED Gold rating from USGBC. It will also boast a broad range of advanced building technologies and office tenants, both of which we’ve discussed extensively to date here at gbNYC.
Note that the image to the left of 1 WTC under construction was taken on Saturday, April 7, 2012 looking west along Fulton Street towards the World Trade Center site.