Brand Identity Design
CLIENT:
The Love Centers
SECTOR: Commercial Leasing. DISCIPLINE: Website. TEAM: Mildred Center, designer and copywriter.
The first Love Centers shopping center dates back to 1976. The centers have since expanded to two Love Centers. Many tenants have leased for over 30 years. With the evolution of younger entrepreneurial tenants, there were requests for online leasing payments. The Tolberts decided to move forward with an online system for leasing payments and more. This sparked the idea to develop branding for The Love Centers.
In addition to establishing their online tenant portal, my role was to develop a logo, stationery, website, signage, and print collateral to communicate their new online system and brand effectively.
This logo showcases the strength of building structures with bold uppercase letters. It incorporates subtle customization in the letter "H," resembling an entry point in a floor plan diagram, symbolizing the center's open, inviting nature and welcoming mom-and-pop entrepreneurial tenants.
The typography is set atop a small floor plan, highlighting the vibrant tapestry of entrepreneurial spaces within the shopping centers, fostering community and opportunity.
The client's choice of colors, navy blue and gold, pays homage to the San Diego Chargers, a team the Center owner Jim Tolbert once played for. These colors add a touch of elegance and prestige to the brand, reflecting a commitment to excellence and success.
Overall, I intended The Love Centers' brand identity to blend strength, creativity, and a nod to the client's history.
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