"European retail and shopping centre developer Hammerson has introduced a new identity as it looks to strike a deeper brand association with shoppers.
"The 70-year old brand owns 59 different retail sites across Europe, including the Bull Ring in Birmingham and Brent Cross Shopping Centre in London, but has remained in the background unlike its competitors.
"Hammerson worked with Pentagram to create the new brand identity, and tasked the agency with two goals; to make the brand more visible whilst staying true to its supportive personality, and to create a master brand that could to be adaptable, to be used for investors, communities, back of house and as part of centre identities.
"The masterbrand is centred on the logotype’s hidden H, that gives Hammerson a strong presence, whilst still giving individual centres and surrounding communities a sense of ownership.
"The H is both a logotype and symbol, which is adapted for all asset brands and new branding has been created for each centre and retail park, featuring an invisible H next to the centre name, with the location beneath it. This creates continuity throughout all the centres, without imposing Hammerson’s name of [sic] them.
"In addition to the new graphic identity, Pentagram created a verbal identity and advertising campaign for Hammerson, with the new strapline 'where more happens', which has been adapted for B2B and B2C applications."
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