Starting with a trip to Vinnytsia.
Meeting the client, visiting the shopping center and its rivals, grasping the task.
In the last eight years, the old name Magicenter has blended with the others: new malls with names starting with mega and magi have appeared. The mall has grown, and its image doesn’t match its essence anymore. It’s hard to believe that luxury boutiques can be found behind this sign.
Identifying the target audience. Realizing that here we have to cherchez la femme, as 65% of the visitors are women. The logo has to be stylish and trendy but without cheap tricks and fake luxury. Starting to look for ideas reflecting the location and name of the mall.
Developing the most promising ideas.
Realizing that a swan is a good image, as it embodies the concepts of park, sky, class and transformation.
Easily coming up with the right image.
Trying it on.
Quite good. Moving on.
Seeking inspiration in the fountain in the Park of Culture and Leisure.
We’ll do without it.
Let’s try depicting the mall's central location—between the park and the city’s central street. Looking for the center.
Looks like a decoration and a snowflake at the same time. Maybe like this?
To the dressing room.
OK. Let’s now think about comfort. About a place to meet friends and stroll aimlessly.
A bench, that’s it! A point of intersection between a park and a cozy shopping center.
It could be an interesting concept.
Coming to a halt. It’s time to show the sketches to the client. He likes all ideas, but the female audience unanimously votes for the swan. Approving the concept and working on the letters.
Describing the rules for using the logo in the guidebook.
© 19952017 Art. Lebedev Studio