Leeds consultancy Thompson Design has created a new identity for the city’s Corn Exchange. The change is being introduced in a bid to maintain the centre’s current retail boom.
The rebranding is in the process of being implemented and follows a revamp of the Corn Exchange’s interiors by Abe Rogers last year.
Many leading fashion designers and retailers, including Harvey Nichols, Paul Smith and Muji, have outlets in the historically significant shopping centre.
Thompson Design has dropped the E from the word exchange in the new logo, with the two words now pushed together, but separated by a vertical line.
The identity will be applied to internal and external signage and stationery. It will also be featured on 6m banners draped around the exterior of the building.
“Leeds is now a very fashionable place to shop and design is playing a key role in the tactics that retailers are using to bring customers through the door,” says Thompson Design senior designer David Smithson.
“The target group for the Corn Exchange is trendy early 20s to 30s, which is somewhat at odds with the traditional nature of the space.
“Therefore, we wanted to be a little bit irreverent and create something in keeping with the shopping environment inside, while keeping the identity clean and simple,” he adds.