{"id":4158,"date":"2014-08-18T14:22:51","date_gmt":"2014-08-18T18:22:51","guid":{"rendered":"http:\/\/acro.net\/blog\/?p=4158"},"modified":"2014-08-18T14:22:51","modified_gmt":"2014-08-18T18:22:51","slug":"mysticism-new-world-trade-center-logo","status":"publish","type":"post","link":"https:\/\/acro.net\/blog\/mysticism-new-world-trade-center-logo\/","title":{"rendered":"The mysticism of the new World Trade Center logo"},"content":{"rendered":"<p>When designing the logotype of a brand, it is important to define some limits to how much information it delivers.<\/p>\n<p>Brand redesign is a task that can lead to inadvertently stuffing too many hidden messages into a logo, leading to what I call &#8216;<em>brand mysticism.<\/em>&#8216;<\/p>\n<p>Airbnb fell prey to that recently, with a redesign that was widely ridiculed for its references to genitalia; a clear result of attempting to deliver too much information with its new logo.<\/p>\n<p>Very recently, the <strong>World Trade Center<\/strong> received its branding, and although the design, <a href=\"http:\/\/www.nytimes.com\/2014\/08\/14\/nyregion\/world-trade-center-logo-captures-sites-destruction-and-rebirth.html?ref=design&amp;_r=4\" target=\"_blank\"><strong>as covered by the NY TIMES<\/strong><\/a>, introduced us to the new visuals, the esoteric messages hidden within the new logo reek of <em>Illuminati-like<\/em> mysticism.<\/p>\n<p>A brand&#8217;s visuals should be <strong>clear<\/strong> yet not plain, <strong>spartan<\/strong> yet not underwhelming, and <strong>sharp<\/strong> yet not stern.<\/p>\n<p>While it will take a while for anyone who comes across the new World Trade Center logo and brand to process its basic visuals, the hidden symbols far outnumber the obvious ones, making the brand redesign &#8211; <strong>at a cost of $3,570,000<\/strong> &#8211; a rather expensive lesson in design overkill.<\/p>\n<p>For a great explanation of the World Trade Center&#8217;s hidden messages, <a href=\"http:\/\/www.underconsideration.com\/brandnew\/archives\/new_logo_for_world_trade_center_by_landor.php#.U_Iu72PjzLW\" target=\"_blank\"><strong>click here.<\/strong> <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When designing the logotype of a brand, it is important to define some limits to how much information it delivers. Brand redesign is a task that can lead to inadvertently stuffing too many hidden messages into a logo, leading to what I call &#8216;brand mysticism.&#8216; Airbnb fell prey to that recently, with a redesign that [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[220],"tags":[1085,670,1084,1083,1082],"class_list":["post-4158","post","type-post","status-publish","format-standard","hentry","category-web-development","tag-brand-mysticism","tag-design","tag-world-trade-center-brand","tag-world-trade-center-logo","tag-wtc","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The mysticism of the new World Trade Center logo - Acro.net - A Domain Investing Blog by Theo Develegas<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acro.net\/blog\/mysticism-new-world-trade-center-logo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The mysticism of the new World Trade Center logo - Acro.net - A Domain Investing Blog by Theo Develegas\" \/>\n<meta property=\"og:description\" content=\"When designing the logotype of a brand, it is important to define some limits to how much information it delivers. Brand redesign is a task that can lead to inadvertently stuffing too many hidden messages into a logo, leading to what I call &#8216;brand mysticism.&#8216; Airbnb fell prey to that recently, with a redesign that [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acro.net\/blog\/mysticism-new-world-trade-center-logo\/\" \/>\n<meta property=\"og:site_name\" content=\"Acro.net - A Domain Investing Blog by Theo Develegas\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-18T18:22:51+00:00\" \/>\n<meta name=\"author\" content=\"Theo Develegas\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Theo Develegas\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/mysticism-new-world-trade-center-logo\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/mysticism-new-world-trade-center-logo\\\/\"},\"author\":{\"name\":\"Theo Develegas\",\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/#\\\/schema\\\/person\\\/9c9625f061a0e603a87f5bf0f6f781fe\"},\"headline\":\"The mysticism of the new World Trade Center logo\",\"datePublished\":\"2014-08-18T18:22:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/mysticism-new-world-trade-center-logo\\\/\"},\"wordCount\":205,\"commentCount\":2,\"keywords\":[\"brand mysticism\",\"design\",\"World Trade Center brand\",\"World Trade Center logo\",\"WTC\"],\"articleSection\":[\"Web development\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/acro.net\\\/blog\\\/mysticism-new-world-trade-center-logo\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/mysticism-new-world-trade-center-logo\\\/\",\"url\":\"https:\\\/\\\/acro.net\\\/blog\\\/mysticism-new-world-trade-center-logo\\\/\",\"name\":\"The mysticism of the new World Trade Center logo - Acro.net - A Domain Investing Blog by Theo Develegas\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/#website\"},\"datePublished\":\"2014-08-18T18:22:51+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/#\\\/schema\\\/person\\\/9c9625f061a0e603a87f5bf0f6f781fe\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/mysticism-new-world-trade-center-logo\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/acro.net\\\/blog\\\/mysticism-new-world-trade-center-logo\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/mysticism-new-world-trade-center-logo\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/acro.net\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The mysticism of the new World Trade Center logo\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/acro.net\\\/blog\\\/\",\"name\":\"Acro.net - A Domain Investing Blog by Theo Develegas\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/acro.net\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/acro.net\\\/blog\\\/#\\\/schema\\\/person\\\/9c9625f061a0e603a87f5bf0f6f781fe\",\"name\":\"Theo Develegas\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6794630c371bee89f2b833c1f4b777d9ba75767b217c8fce2cfd6e6d7d90960d?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6794630c371bee89f2b833c1f4b777d9ba75767b217c8fce2cfd6e6d7d90960d?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6794630c371bee89f2b833c1f4b777d9ba75767b217c8fce2cfd6e6d7d90960d?s=96&d=mm&r=g\",\"caption\":\"Theo Develegas\"},\"description\":\"Theo Develegas - News and opinions on domain name investing, brand development, design, and the occasional rant or two about life's challenges. 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