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New look for Metrocentre's yellow mall

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By The Drum Team, Editorial

September 11, 2009 | 2 min read

The North East shopping complex Metrocentre has re-branded its yellow mall as the Metrocentre Qube.

Newcastle agency Robson Brown was selected to create a new face for the dining and entertainment mall of Metrocentre after a multi-agency pitch.

The re-brand follows a £45m investment from Capital Shopping Centres to remodel this part of the centre, which is now open with new restaurants complementing refreshed look. New entertainment facilities will follow before the end of the year.

The creative work behind Metrocentre Qube incorporated concepts from a separate re-branding project that Robson Brown carried out to revamp the shopping centre's logo.

The agency had developed a unique font designed to re-brand the shopping complex, which it then implemented into its designs for Metrocentre Qube's identity to make sure it fitted with the overall look of the shopping centre.

Robson Brown's managing director, Andrew Marwick, said: "We wanted to go beyond just creating a logo but to develop a brand which would become instantly recognisable as Metrocentre.

"The individual font design of the new logo is unique and it was fitting to incorporate the same design into Metrocentre Qube, demonstrating a strong synergy across the shopping centre's whole brand identity."

Robson Brown has worked with Metrocentre, which is on the outskirts of Newcastle, for 23 years.

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