The making of the Central Park shopping center logo and corporate identity
We need a bright and lively logo with broad opportunities for application and transformation. Inviting several designers to participate in the search for ideas.
![cp process 01](cp-process-01.jpg)
Choosing the most promising ones, showing to the client who likes two of them.
![cp process 02](cp-process-02.jpg)
In the first concept we try to enhance the illusion of rotation by smoothing the angles and adding transparency.
![cp process 03 1](cp-process-03-1.jpg)
Art director: No, we better not. Let’s keep the shapes clean.
OK. Considering ways to incorporate the text.
![cp process 03 2](cp-process-03-2.jpg)
Suggesting various options for the development of the logo.
![cp process 03 3](cp-process-03-3.jpg)
Demonstrating animation for advertising and LED signs.
![cp process 03 4](cp-process-03-4.gif)
![cp process 03 5](cp-process-03-5.gif)
Developing the second concept.
![cp process 04 1](cp-process-04-1.jpg)
![cp process 04 2](cp-process-04-2.jpg)
The client likes both, but leans towards the second one.
Asking the type designer to help with the text. A geometric symbol demands geometric text that is sharp and clear.
![cp process 05 1_](cp-process-05-1_.jpg)
Choosing the design with the moderately closed C and R and a low waist.
Adjusting colors and proportions of the elements of the logo.
![cp process 05 2](cp-process-05-2.jpg)
Logos for dark and light backgrounds use different blending modes for black and white backgrounds.
![cp process 05 3](cp-process-05-3.jpg)
Starting to work on stationery. Trying different layouts, color effects and cutouts.
![cp process 06 1](cp-process-06-1.jpg)
At the end deciding to go with a combination of large white areas, bright accents and dense text blocks.
![cp process 06 2](cp-process-06-2.jpg)
Applying the same principle to advertising.
![cp process 07 1](cp-process-07-1.jpg)
We get the idea to place the logo on branded media as a motif referenced in series of photos. The logo is assembled of various bright objects.
![cp process 07 3](cp-process-07-3.jpg)
![cp process 07 4](cp-process-07-4.jpg)
Art director: The transparent colored background is better.
![cp process 07 5](cp-process-07-5.jpg)
The client likes it all.
Creating transport liveries, offering designs for souvenirs, the shopping center’s territory and employee uniforms.
![cp process 08 1](cp-process-08-1.jpg)
![cp process 09 2](cp-process-09-2.jpg)