By Natalie Mortimer

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 Read full story ›

Source: The Drum