Cramming in a mind-melting series of visual allusions, the $3 million WTC logo is also an ad.
The World Trade Center has a new logo. Part of a $3.57 million branding endeavor, it’s a riff on space and negative space, presence, and absence. It’s like a Rubin vase test, playing tricks on the eye and asking viewers to see what they want to see. Which would almost be poetic if not for the fact that it could also be read as an ad for a luxury shopping mall.