Brent Cross centre checks out new look

Shoppers at north London’s Brent Cross Shopping Centre will next week see the first use of the centre’s new corporate identity, designed by The Hallmark Partnership.

The identity has been revamped to mark the centre’s 40m ongoing refurbishment and extension designed by BDP. The centre’s floorspace has increased by almost 500m2 to 78 000m2.

The brief to Hallmark suggested the new logo should reflect the increase in fashion-led shops, appeal to a wide audience and be adaptable for a range of uses from external signage to litter bins.

Hallmark’s solution is to combine the initial letters B and C to form a hand-drawn cross. New corporate colours of red and green have been introduced.

A spokeswoman for the centre’s manager, Donaldson Property Management, comments: “The previous logo was location-led and the new one is more style-led.”