Westfield shopping centre Derby

the exterior

the interior

the ident

the initial vision

Location: Derby city centre, Westfield shopping centre 

Architecture: A very contemporary new build - the image the re design hopes to exude is evident from the architecture....a trendy, uber modern shopping experience! A vision of modern city living in glass and chrome.

The city is under a major redevelopment scheme and this is intended to be the beginning of a new 'look' and major cultural change for the whole city.

This new development represents the way forward for Derby City centre. 

Website: The website compliments the 'new' shopping experience offered to the public. With a sophisticated colour scheme and controlled use of sans serif typeface the site is clearly in keeping with the tone of voice the project as a whole strives to achieve.

The ident: However, as a student particularly interested in the traditional graphic design side of things I feel the ident contradicts the environment that has been created. The colour and choice of typeface I feel is somewhat dated and screams out "we love the 80's" the cultural shift intended as a result of the cities redevelopment I feel would benefit from a more timeless up to date ident. Looking at the signage on the front of the building, I feel the ident looks clumsy and out of place.