They announced in a statement:
‘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.
On a practical basis, the dominance of the word “One” conveys a strong message about the building’s singular features: its functionality, its sustainability, its location, its floorplates, its specifications, and its central role in the Lower Manhattan renaissance.” The brand was designed by Wordsearch.’