i love a well-designed mall identity so it was a pleasant surprise to step into White Sands last weekend and be greeted by their updated look. from a dark and dingy little place, they have recently renovated to include more retail space and a new “nautical” identity – the main signage outside now sports a sketchy star logo on blue against crisp white walls and blue roofs.
as part of the new identity, their mall signages were also redesigned with the same blue background and white icons. instead of having overtly stylized signages (which can totally hamper direction-seeking), they have gone the other way with these chubby “stick” figures (check out the wheelchair dude!) and with the supporting text below in a sans-serif font. i could see where the toilets were from miles away and the blue colour really stood out amongst the bright lights of the mall and the shops themselves (also it doesn’t hurt that i love the fresssssh feel of the blue and white!)
compared with other bigger malls, their new identity is definitely much more effective. to many people, going shopping is often about the stores and their content but quite often, the mall identity and its signages can have a significant impact on your experience and enjoyment of the place. the next time you go to your local mall, take a careful look at their communication design and see how it affect your shopping experience!
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