27 November 2013

[logo] Lloyd Llogo: The Most Portlandest Of Malls Gets A New Graphic Llook

2961.Portland's Mall is re-imagining itself.

The Lloyd Center is pretty much the point of entry of the Mall into the culture of Oregon. Built in 1960, once opened, Oregon shopping joined the national scene in as much as the modern shopping mall is concerned.

It's had its ups and downs; it went from a 100-store mall with an open courtyard to a completely-enclosed mall with two levels of shopping and one of offices. It's really going strong, and considering how some malls have died, are dying, or have re-imagined their own selves into sere multi-acre parking lots surrounded by big boxes, that's no small feat.

For many years, now, its logo looked like this:

… and this wasn't too bad. The rose-as-an-O was very appropriate design, and I always thought the type was rather restrained and refined.

The center has undergone a change of ownership, and the new owners have deemed a logo refresh is in order. Delving back into its 60s-past, here's what they came up with:

A report by KATU-Channel 2 relates that the new owners feel as though the design harkens back to the Center's original 'retro charm'. I can see this. The design would tessellate very nicely into one of those latticework dividers so popular in the hip, upscale pads of the 60s.

I must admit, it didn't take off with me right away. I didn't much care for the asymmetry, though once I pictured it as a wall texture, it clicked right there and then. It was a quirky inspiration, to be sure, that caused the designer to link three of the open circles with the L, leaving the one bolded into a C to stand outside, but after sifting the design in my head for a while, it works.

At least it does succeed in evoking a retro feel, and as far as that goes, it's a success.

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