Gallery: A Chinese Logo Cleverly Designed for Hyper Growth in the Next 30 Years

  • Image may contain Human Person Text and Art
    Pentagram
    01

    MixC-ForKeynote-10

    Pentagram partner Natasha Jen recently led a logo overhaul for Chinese mega-mall chain MixC.
  • Image may contain Interior Design Indoors Room Lobby Human and Person
    Pentagram
    02

    MixC-ForKeynote-45

    MixC complexes are massive. And in Dachong, a new city-development being built from the ground up in Shenzhen, it'll be the primary shopping destination for residents.
  • Image may contain Human Person Bag and Shopping Bag
    Pentagram
    03

    MixC-ForKeynote-12

    Jen's idea was to ditch the old logo, which had erratic alignment and sprawled outward, and create a crisp, box-shaped identity.
  • Image may contain Human Person Text and Label
    Pentagram
    04

    MixC-ForKeynote-13

    You can see, on the bottom lefthand corner of the shopping bag, how the new MixC logo accommodates the word 'World.' As the Dachong developers expand MixC, they may also create an MixC 'Universe.'
  • Image may contain Human Person Mannequin Plot and Diagram
    Pentagram
    05

    MixC-ForKeynote-38.5

    The 'X' is the new logo is slanted at 45 degree angles, meaning it looks in sync with right angles and 180 degree angles (also known as straight lines, and seen here on signage).
  • Image may contain Clothing Apparel Mannequin and Rug
    Pentagram
    06

    MixC-ForKeynote-60

    To explain to executives why a new logo is important, Jen illustrated ways it could influence other parts of the mall—like with new wallpaper designs.
  • Here the logo becomes graphic artwork.
    Pentagram
    07

    MixC-ForKeynote-59

    Here, the logo becomes graphic artwork.
  • Image may contain Banister Handrail Human Person Flooring Furniture and Crib
    Pentagram
    08

    MixC-ForKeynote-43

    The point is to make the entire complex feel more modern.
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