This identity is not only clever, it is deeply intelligent.

The more I contemplate the visual and linguistic symbols, the more I'm struck by the power of the ambition of this brand. The 11 is not only the twin towers brilliantly recalled in the simplest of marks but the two bars is a pause to remember. Not only is there a double hit of meaning but a triple whammy that makes me extremely proud of my profession.

If I had a conspiratorial turn of mind the symbolic power of this identity would fuel a feverish connection between a planned event and this brand identity, so profoundly has the significance of the new 9/11 Memorial identity been realised.

True to Landor's guiding principles this project has indeed transformed and transcended the previous identity.

Sublime...