Feb 15, 2015 8:23 PM

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

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Pentagram partner Natasha Jen recently led a logo overhaul for Chinese mega-mall chain MixC.
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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.

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Jen's idea was to ditch the old logo, which had erratic alignment and sprawled outward, and create a crisp, box-shaped identity.
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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.'

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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).
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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.

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Here, the logo becomes graphic artwork.
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The point is to make the entire complex feel more modern.

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