ABC Serrano is a well-known shopping center in the Serrano neighbourhood of Madrid. It has a very important history, since it used to be the main building for the ABC Editorial Group. One of its facades dates a long way back, while the other one is more contemporary.
The objective was to restyle and rebrand the center, and include new signage and wayfinding along with it. This is their current logo:
Taking in account three main factors (the center, its costumers and duality of tradition/contemporary), this is the new identity I proposed:
Five sub-brands were proposed in order to respond to each different type of user within the same center.
* Being it a contest, the project made it to final round but was not implemented.
