The new logo reflects the premium nature of the mall, while capturing the essence of the property's distinguishing features, its working harbour and historic buildings. The final solution needed to feel clean and contemporary, but with a quirky twist.
Jupiter has worked with the V&A Waterfront for almost three years, being involved in a number of projects for signage and corporate identity over the property, as well as its advertising.
Initial work with the V&A Waterfront comprised of developing a new corporate identity - previously branding and signage had been disjointed. The identity developed by Jupiter creates a more cohesive look that is being unrolled throughout the property - whether it is on signage or through digital or print collateral.
More recently Jupiter created the new logo and identity for the revamped ClockTower precinct; new parking system signage; and a new wayfinding system which will be rolled out shortly.