The 2011 World Police & Fire Games and Memorial Incorporated, was established in 2005, when the bid to host the games was awarded to New York City. 

The original logo was created in an effort to encompass the themes of both remembrance and thank you. A panorama of the earth, topped with the words “thank you”, along with an illustration of the Twin Towers, were focal points of the overall image. The colors red and blue were chosen to represent the police and fire services.

 In January 2007, after consultation with the advisory board and a marketing company, the logo underwent some changes.  The font grew larger and the color red was dropped in favor of blue and black.  The panorama of Earth was replaced with a representation of the world viewing North and South America. The logo, like the organization it represented, gained focus, and conveyed a more refined, professional image.

Attempting to remove association with a negative event, Xperience wanted to develop a positive, upbeat theme. The thought was to create a reflection of the vibrancy and positive attitude of New York City. The innovative design was based on a figure of the Statue of Liberty, torch raised high, representing hope and a fresh start. The colors, entwined onto Lady Liberty, personified an inspiring, positive image that was readily embraced as the logo for the 2011 Games.