This page contains a Flash digital edition of a book.
FEATURES Figure 7-2 Comfortable Seating at Novy Smichov, Prague Figure 7-3 Interior, Novy Smichov, Prague


Source: Air Design


Initially, the consultants will design several sketch concepts of elements such as the logo, typography, colors and image style. Selected route(s) will be developed and refined based on client feedback. Once this work has been finalized, a brand book will be created. This prescriptive document should be used as a reference point for designers and other creative agencies throughout the implementation phase and beyond to ensure consistency.


Implementation The brand and identity should connect with all elements


throughout the mall. This is essential in creating a consistent brand experience that visitors can identify and engage with.5


Marketing Materials Primarily, the brand identity will be used in the design


of marketing materials. These will often be the first point of contact for visitors or retailers with the brand, and so should be obvious reflections of it, whether printed or digital. Printed items may include brochures, magazines, posters, flyers and packaging. Digital platforms are increasingly important in the retail sector, so aspects such as the mall website, e-newsletters and social marketing must be harnessed in order to successfully communicate the brand to its visitors.


Environment There are more subtle channels the brand should


explore, too. For instance, even though the architecture of the mall is generally established before branding is even


Source: Air Design


considered, it is of real importance to the retail experience being created for visitors to consider whether the design is a modern, glass construction or a more traditional building with classic detailing. The essence of a brand should be visible from the environment. In this way, the design of signage and interiors should


also take the brand as its primary inspiration. In graphic terms, colors, type and pictograms are salient elements to reference, but form, materials and finishes can convey the brand in much the same way. Malls with an upscale positioning might have leather furniture and high gloss surfaces, whereas those with a more “for everyone” approach could use rounded shapes and soft, homely textures. For example, at Novy Smichov in Prague, where the brand is focused on creating a welcoming space for local people, comfortable seating allows visitors to rest their feet between shops, as seen in Figure 7-2. At the same center, interiors convey a common message about the center, as in Figure 7-3.


Staff This holistic approach runs much deeper than in the


design and aesthetic of materials and the built environment, however. Mall staffers act as ambassadors for the brand as they interact with visitors and retailers. For that reason, they must be fully briefed on the brand and believe its values and expectations so that they can


5 “A brand is a promise wrapped in an experience—a consistent promise wrapped in a consistent experience.” See Charlie Hughes and William Jeanes, “Branding Iron: Branding Lessons from the Meltdown of the US Auto Industry,” retrieved May 22, 2013,” p. 1, retrieved May 22, 2013.


INTERNATIONAL COUNCIL OF SHOPPING CENTERS 36 3 RETAIL PROPERTY INSIGHTS VOL. 20, NO. 2, 2013


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54