The idea guiding the brand strategy was inspired by the client’s requirements to convey a sense of complexity, seduction and urban sophistication. We proposed to work with brand idea to inspire the whole constellation of brands required by the project development (residential, business, entertaining, commercial). All brand manifestations, at the level of both corporate brand and specific sub-brands, speak about a cosmopolite spirit of the location, and aims at encouraging a certain joie de vivre under the modern life style standards. All in all, a modern, cosmopolite brand, capable to inspire the visitors, the tourists, the city's residents, the company’s employees and business partners.
The logo is conceptually built around the rich royal history of the city, treated with a cool and modern heraldic approach, and maps through colors and symbols all specific functional areas of the real estate portfolio in order to generate a possible meta-logo.
Palas Mall is obviously the most commercially oriented project in the development. The quest for high visibility of the shopping centre asked for a separate visual identity inside of the brand architecture of Palas project. The symbol was built on the royal accented font Reina, which conveys elegance and high class status, and a kind of inevitable glamour requested by the Eastern European modern lifestyle standards.
United Business Centre
United Business Centre is the powerful name proposed by Brandient for the three class A office buildings which have been launched in 2010 within the Palas complex. The logo is designed around the universal “handshake” symbol of the business agreement, but it also illustrates a hub of activities, treated in an elegant business manner.