Visitors to the 16-acre World Trade Center complex on Wednesday witnessed the site’s newest addition — a fresh logo that is part of a $3.57 million branding effort. Designed by Landor Associates, the new trademark consists of five bars representing the five towers of the World Trade Center site. The slant of the top half of the logo is at a 17.76 degree angle, echoing the 1,776-foot height of One World Trade Center. And there’s plenty of other symbolism to be seen in the new logo as well.

World Trade Center logo, 1WTC, One WTC, Ground Zero, September 11, Twin Towers, Freedom Tower

The logo pays tribute to the tragic events of September 11, 2001, with the two empty columns on the top half representing the Tribute in Light memorial to the fallen Twin Towers while the two bars in the lower half of the logo represent the two pools of the National September 11 Memorial.

Related: Design of National 9/11 Museum Weaves a Path Through the History of Ground Zero

The logo is shaped like a “W” for World Trade Center and also for Westfield World Trade Center, the luxury shopping center slated to open next year. Next to the graphic are the words “World Trade Center” set in a Helvetica type face.

“The logo acts as an icon for the whole physical space of the 16 acres,” Erica Dumas, a spokeswoman for the Port Authority of New York and New Jersey, which owns the trade center site, told The New York Times.

+ World Trade Center 

Via Fast Company

Images via Landor Associates (modified by Inhabitat) and Fast Company