Manila, Philippines, July 30, 2019 – Lifestyle malls pioneer Megaworld Lifestyle Malls is launching a newly-designed logo intended to future-proof the brand and cater to a new generation of mall-goers.
Megaworld Lifestyle Malls, which has 17 lifestyle malls in its current portfolio, becomes the first mall developer in the country to use a modern customizable logo.
The updated logo follows the release of a modernized and more streamlined Megaworld corporate logo, which was unveiled recently in line with the company’s 30th anniversary. It features various design elements that veer away from traditional logo conventions.
The new logo brings together the simplicity and straightforwardness of Megaworld’s modern corporate logo and the playfulness of various design elements that visualize Megaworld Lifestyle Malls as a happy and fun brand in line with company’s vision of making happiness a lifestyle.
The updated logo also aims to capture and reinforce the company’s identity as a developer of lifestyle destinations that are thematic, uniquely designed and diverse in terms of retail mix.
“We want to make visually impactful changes to our logo as we look to establish a stronger brand identity and to better reflect Megaworld Lifestyle Malls’ strength as a pioneer and developer of lifestyle destinations that are unique in design and character,” says Kevin Tan, Chief Strategy Officer, Megaworld.
A More Fluid, Flexible Design
The main logotype features visible optical refinements including the use of a sleeker, brighter and more dynamic typeface, which gives the logo a fresher, more youthful and more vibrant look and the ability to become more customizable.
“One of our main design considerations is to give the logo a much-needed fluidity and flexibility and to have a resulting appeal that transcends age, identity and culture. We crafted the new logo in a way that it will become more relevant to multigenerational mall-goers and strengthen further their affinity to the Megaworld brand,” Tan explains.
The look of the word ‘Megaworld’ retains the identity of the corporate logo, preserving the distinct branding of the mother company. This element of the logo is juxtaposed with the unique letterforms of the words “Lifestyle Malls,” which use a sleeker and more dynamic typeface and at the same time, takes on a more fun and playful appearance. The choice of color gradient, meanwhile, enhances the logo’s overall creative impact.
The “Lifestyle Malls” letterforms provide a canvas where multiple icons and visuals can be added strategically, while still ensuring maximum legibility.
With a more fluid and flexible design, the logo can be “customized” to best represent a particular Megaworld Lifestyle Mall. Variations to the logo are executed using the “Lifestyle Malls” letterforms, with the inclusion of thoughtfully selected icons and visuals that are closely related or identified to a particular mall.
Aside from “mall identifiers” expressed through the letterforms, specific design treatments may also be applied to highlight seasons or seasonal campaigns, promote awareness for special events and occasions, and even mark milestones and anniversaries.
Diversity and inclusivity
A major consideration during the conceptualization process was to ensure the logo goes beyond reinforcing the reputation of Megaworld as a pioneer developer of lifestyle malls in the country. The new logo positions Megaworld Lifestyle Malls as distinctive destinations that are unified by a welcoming social environment that fully embraces diversity and supports inclusivity.
“We were the first mall developer to welcome pets of all shapes and sizes and as we enter an ever-diverse world, our doors remain open to people from all walks of life and we will continue to cater to all kinds of lifestyle,” says Tan.
The use of bright colors in the logo, on one hand, signifies the breadth of experiences that can be enjoyed at Megaworld Lifestyle Malls. On the other hand, it symbolizes that people from different walks of life have a place at Megaworld Lifestyle Malls and they are free to connect with one another. These social interactions are expressed by the color gradient, where each color transitions smoothly and seamlessly to the next.
Megaworld Lifestyle Malls currently has 17 lifestyle malls across the country including Eastwood Mall, Eastwood Citywalk and The Clubhouse at Temple Drive in Quezon City; Lucky Chinatown in Binondo, Manila; Uptown Bonifacio, Forbes Town and Venice Grand Canal in Fort Bonifacio, Taguig City; Newport Mall at Resorts World Manila in Pasay City; Three Central, Paseo Center and San Lorenzo Place in Makati City; California Garden Square in Mandaluyong City; The Village Square Alabang in Las Piñas City, Twin Lakes Shopping Village in Laurel, Batangas; Southwoods Mall in Binan, Laguna; Mactan Alfresco in Lapu-Lapu City, Cebu; and Festive Walk Mall in Mandurriao, Iloilo City.