The only place to buy Louis Vuitton and marvel at historic Burmantofts mosaics
To create a visual identity and brand for the centre that positions it as an aspirational yet accessible shopping centre as well as a great place to spend time, eat, drink, relax and socialise. The new identity needed to bring together the two very separate centres and position to the two very different building and architectural styles/periods as one cohesive venue.
We took inspiration from the parts of the very unique/disparate architectural styles that were similar, looking at the criss cross patterns in the roof of the very new Victoria Gate and the roof window beams of the very old Victoria Quarter arcades. We took a shape that was found in both and created a radial pattern, which also contained a V. This semi circle marque became our main logo, and we used the same stylised V shape as the beginning and end of our VICTORIA name, creating some visual symmetry and tying the typography to the logo.
The brand used very simple typography with a hint of handwriting contained with parentheses (the idea being spawned from the concept that there is always ‘something else/something more’ to see or do at Victoria Leeds.