Did anyone notice that the W logo affixed to the top of the W Sydney is the wrong font? It looks more like Futura Condensed or a version of Tw Cen MT rather than the brand-standard Futura. Seems odd that such an oversight would go unnoticed throughout sign fabrication and installation. I’m like obsessed with W Hotels’ branding so it really disappoints me. The W is literally iconic; it is what makes W. The earlier renderings of the building use the correct font but the actual implementation is incorrect. This error is most noticeable on the rooftop pool level when viewing the interior logo up against the exterior signage. The interior logo is proper Futura with a wider profile. You can see how the angles of the W slants are misaligned. I really hope they fix this because it’s kind of embarrassing to have the wrong logo on your brand’s largest hotel…

(tried to submit a photo but it won’t let me since I’m brand-new to this site)