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Landor Associates creates visual identity for 9/11 Memorial in New York City

26 August, 2009

NEW YORK CITY — Landor Associates, one of the world’s leading strategic brand
consulting and design firms, is honored to be a part of today’s opening of the preview site for the National September 11 Memorial & Museum at the World Trade Center. As part of today’s press event at the 9/11 Memorial Preview Site’s Vesey Street location, a new visual identity and shorthand name, created by Landor’s New York office, were also on display.

The National September 11 Memorial & Museum is a non-profit organization that supervises the design, operations, programming, and fundraising for the Memorial and Museum that is currently under construction at the World Trade Center site. Using rotating artifacts and images, the Preview Site offers visitors an advance look at the plans for the Memorial and
Museum that will commemorate the events of 9/11 while showcasing the progress being made toward the 9/11 Memorial’s opening. Exhibits at the preview site will include a timeline of the events leading up to the 9/11 attacks and a voice-recording booth that will allow visitors to record stories of how they were affected, which will later be used at an exhibit in the 9/11 Memorial Museum when it opens. In addition, through a partnership with EarthCam, live images of the construction will also be displayed.

“The National September 11 Memorial & Museum is a progressive organization that honors the past, but is also building a better future for residents of this city and the world,” said Allen Adamson, managing director of the New York office of Landor. “Given our proximity to the events on that day, we felt it was our obligation to partner with the National September 11 Memorial & Museum to bring their vision to fruition in a dynamic and distinctive way. We believe we’ve accomplished that with this solution and look forward to seeing it implemented at the 9/11 Memorial upon its completion.”

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 ‘Memorial’, the icon allows the gravity and authenticity of the events that occurred on 9/11 to speak for themselves.

Joe Daniels, the president and chief executive officer of the 9/11 Memorial said, “We are very pleased with this poignant visual identity and introducing it throughout our communications and materials. The Preview Site will provide a place for visitors to learn about the plans and progress of the Memorial and Museum and to help make history by sharing their 9/11 story.”

While the 9/11 Memorial isn’t expected to open until 2011, a transitioned rollout of the visual identity is underway. Featured at the Preview Site and on the organization’s website, it will also be seen on the tags of the inaugural Fashion’s Night Out promotional t-shirts, occurring on September 10. A portion of the proceeds from these shirts will be donated to support the 9/11 Memorial.

About Landor Associates
Landor Associates is one of the world’s leading strategic brand consulting and design firms. Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive, and dynamic than their competitors.

Landor’s holistic approach to branding is a balance of rigorous, business-driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement, and digital branding.

With 23 offices in 18 countries, Landor’s current and past clients include some of the world’s most powerful brands, including BlackBerry, Citi, the Council on Foreign Relations, Diageo, Hilton Hotels, HP, Jet Airways, Microsoft, MillerCoors, Panasonic, PGA of America, Procter & Gamble, Taj Hotels Resorts and Palaces, and Verizon.

Landor is part of WPP, one of the world’s largest global communications services companies.

About the National September 11 Memorial & Museum
The National September 11 Memorial & Museum is the not-for-profit corporation created to oversee the design, raise the funds, and program and operate the Memorial & Museum at the World Trade Center site. The Memorial & Museum will be located on eight of the 16 acres of the site.

The Memorial will remember and honor the nearly three thousand people who died in the horrific attacks of February 26, 1993, and September 11, 2001. The design, created by Michael Arad and Peter Walker, consists of two pools that reside in the footprints of the original Twin Towers, surrounded by a plaza of oak trees. The Arad/Walker design was selected from a design competition that included more than 5,000 entrants from 63 nations.

The Museum will display monumental artifacts associated with the events of September 11, while presenting intimate stories of loss, compassion, reckoning and recovery that are central to telling the story of September 11 and its aftermath. It will communicate key messages that embrace both the specificity and the universal implications of the events of 9/11; document the impact of those events on individual lives, as well as on local, national, and international communities; and explore the continuing significance of these events for our global community.

Donations can be made through and more information can be found at the Memorial & Museum’s website,, or by calling 1-877-WTC-GIVE.

For more information:

Lynn Rasic
The National September 11
Memorial & Museum
+ 1 212 312 8800

Mindy Romero
Director, Public Relations
Landor Associates
+1 212 614 5261 
Dain Percifield
Sr. Account Executive
Cohn & Wolfe
+ 1 415 365 8548

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