Originally, in 2006, it was called the World Trade Center Memorial Foundation, then in 2007 it evolved into the lengthier National September 11 Memorial & Museum at the World Trade Center. Now, eight years after the events of 2001, the name has changed to the simpler and more colloquial 9/11 Memorial. And the museum will be known as the 9/11 Memorial Museum, while National September 11 Memorial & Museum at the World Trade Center remains as the legal name of the non-profit organization. Coinciding with the opening of the 9/11 Memorial Preview Site — a space devoted to showcasing the plans and progress of the memorial and museum, as well as serving to collect stories and artifacts for future preservation — comes the release of a new identity in the long road of this venture in preparation for its opening in 2011. The identity has been designed by Landor in New York.
In an effort to make the memorial distinctive and accessible to the general public, the name was shortened to “9/11 Memorial.” With the name change came the need to create a new visual identity that reinforced the spirit of rebuilding. The new visual icon is built upon two pillars of strength and solidarity. The simplistic use of the date, 9/11, with the ‘11’ standing alone in a subdued blue against the black ‘9’ and ‘Memoria’, the icon allows the gravity and authenticity of the events that occurred on 9/11 to speak for themselves.
— Landor Press Release
This is not an easy identity job, because you want to acknowledge the missing buildings without making it feel too much of a miserable reminder. The previous logo, which we covered back in 2007, achieved that through the soft depiction of the buildings’ footprints. This one, as a more public-facing identity achieves a good balance between simplicity and something that works to brand a public environment. The execution — set in Hoefler & Frere-Jones’ Verlag — is simple and bold, without much visual fanfare other then the two bright blue ones standing in for the towers. It’s not a revolutionary idea but it perfectly serves the purpose here. And it serves for a solid structure for the rest of the applications. Additional coverage, with video, at NY1.