“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.”

From the press release announcing the new humdrum logo for One World Trade Center, which also has a new tagline too: “New York’s Number One.” But is it?