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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.


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