One of the toughest decisions to make when designing a corporate logo is whether or not to use type or graphics. The Montreal-based Bleublancrouge agency wiggled itself out of the conundrum when it came up with a concept for Quartier Dix30. It simply combined the two.
From the time it opened its doors, the outdoor lifestyle center wanted to engrave its brand name on shoppers’ minds. At the same time, it wanted to convey the idea that it could provide any kind of shopping experience that customers desired, in keeping with its “Everything is possible” tagline. So Bleublancrouge created a logo that spelled out the Quartier Dix30 name, and then adapted it to every sales promotion, special event and category marketing need that its client had. The result is a logo that has become instantly recognizable and has had the power to deliver a strong call to action to shoppers, without the need to match it up with lengthy advertising copy.
Most of the center’s advertisements only feature the logo. When there is copy, it merely serves to eliminate the possibility of any misinterpretation of the logo.
For example, one logo is made up of images of green apples set to a blackboard background. Next to it, the center simply wrote “Rentrée des Classes”, or “Back to School.” Another logo, this time made from a microphone and cord, is accompanied by the words, “Saturdays. Open-air Concerts.”
One logo at the top of this page didn’t need any type at all. Made from colorful footwear and accessories, it compelled shoppers to explore those particular retail categories without uttering a word.
According to the creative folks at Bleublancrouge, this logo “conjugation” has been quite effective in supporting the Quartier Dix30 brand thus far. How long the center will keepusing this strategy is yet unknown, but we’ll keep you posted.
Logo Design Tips
When creating your shopping center’s logo, strive to arrive at a design that displays the following qualities: