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Bluewater works with 23red to create new logo


By Gillian West, Social media manager

May 1, 2013 | 2 min read

Retail, leisure and events destination Bluewater has turned to creative agency 23red for a vibrant new logo as part of a revised direction for the brand.

Of the new design, head of marketing at Bluewater, David Wilkinson, said: “The team has delivered a fantastic piece of work that, while based on our heritage, very much looks to the future, and clearly reflects the dynamic and vibrant nature of the unique Bluewater experience.”

23red was tasked with creating a logo that embodied Bluewater’s brand values. To meet this brief 23red worked together with the specialist craft duo brand illustrator, Chris Mitchell, and bespoke lettering designer, Chris Weir, to create the new logo.

The new logo keeps the Bluewater horse – a symbol of Kent – at the heart of the brand’s creative identity. 23red has rendered the horse illustration in both solid and silhouette versions so that its form can reflect the ever changing and vibrant nature of Bluewater.

Sean Kinmont, founding partner, creative, at 23red, commented: “This new take on the logo is a key step in an exciting strategic repositioning for the brand. The ‘show-through’ idea enables us to encapsulate Bluewater’s amazingly dynamic offer. Working alongside Chris Mitchell and Chris Weir to design the logo has totally re-invigorated this long-established icon.”

Chris Mitchell added: “Bluewater’s reimagined logo represents the brand’s bold new vision, while incorporating its established history. This approach retains the asset’s identity, which has been built over the past fourteen years, and opens up its creative potential for a lively and engaging future across online and offline media.”

The new logo will be introduced this month (May 2013) as part of Bluewater’s summer campaign, the logo will change to reflect the colours of different campaigns throughout the year, kicking off with the reds and golds of the summer season.


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