Chineham Shopping Centre, Basingstoke
Client: Atrato, Supermarket REIT
Brief: Brand Identity and Wayfinding Design
Sector: Shopping Mall
Built in 1983, Chineham Shopping Centre is an outdoor convenience-led shopping centre, located on the outskirts of Basingstoke. With the identity and wayfinding signs showing their age, the client was looking for a more contemporary design that reflected their future ambitions and market positioning strategy.
The updated brand needed to work across a range of applications including the website, promotional posters and large signs on the building. The resulting design includes both a graphic identifier and text. The former, made up of a series of overlaid coloured C- shapes contained within a letter C frame, enables it to be used separately from the text. A natural palette, featuring greens and blues celebrates Chineham’s unique location, bounded by a wood land park.
When it came to updating the wayfinding signs, an initial audit revealed a significant number of outdated and duplicate signs, as well as several different designs. All symptomatic of a previously incremental approach to updating the information to meet emerging requirements.
Although the intention was to use as much of the existing sign forms as possible, the updated wayfinding strategy takes a first principle approach. Only placing information where it is needed to either welcome drivers and pedestrians; or help them successfully navigate around the estate. As well as reducing visual noise, a schedule to remove outdated or surplus signs, also contributes to developing a more legible environment. The colour palette and the graphic element of the brand identify are incorporated within the new design of the signs – reinforcing the brand within the physical environment.
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