The New York Subway stations features branded cars and advertisementsâit was only a matter of time before branded signs made their way on the mapping systemâs signs.
 Instead of abiding by the long-established Metropolitan Transportation Authority design standards, dozens of directional signs for the September 11th Memorial and Museum have been installed in Lower Manhattan subway stations, featuring the memorialâs own registered trademark.
Obviously the signsâwhich help visitors find their way to the memorialâhave faced no opposition, but the alteration seems to reverse a 45-year effort to impose an all-white Helvetica-type uniformity on the way-finding system.
Until recently, Heleveticaâs supremacy was so assured that it became a part of the cityâs subway systemâs visual identity. The memorial, whose mark is set in blue and white Gotham print seemingly, changed the subwayâs design standard.
The 9/11 Memorial formally requested the inclusion of the mark and the M.T.A adheredâgiven the national significance of the memorial–by incorporating the memorialâs brand
