Victoria Leeds, the premium shopping destination and leisure area in central Leeds, comprising the 2016 Victoria Gate development, and the Victoria Quarter, a complex of upmarket restored and historical shopping arcades which opened in 1990, has launched its new visual identity, brand and website.
The core aims and objectives were to position Victoria Leeds as an aspirational yet accessible place to shop, eat, drink, relax and socialise. The new identity needed to bring together the two separate centres which have different architectural styles and position them as one cohesive venue.
For the visual identity, the disparate architectural styles were the core inspiration with the similar patterns that are in the roof of the new Victoria Gate and the roof window beams of the heritage Victoria Quarter arcades being used. Those shapes were applied to create a new semi-circle marque that features a stylised ‘V’. It is now being utilised across all marketing materials whilst a very simple and classic typography complements it.
The new website incorporates all key brand elements and showcases everything there is to do at Victoria Leeds, including a handy brand directory, bespoke photography and a news section called Insider which highlights all the latest events and product launches.
BGN – the Manchester-based brand-led design and digital agency – delivered the project which it won via a competitive pitch that was coordinated by The Go! Network.
Jo Coburn, senior general manager at Victoria Leeds – said: “The BGN team has encapsulated what Victoria Leeds is all about and we are delighted with the result. The new brand and website have created a real standout personality for us. We are passionate about communicating why it’s such a fantastic place to visit and the new identity gives us the perfect foundation to build on the future of Victoria Leeds.”
David Newton – creative director at BGN – said: “Over the past few years, Victoria Leeds has become an iconic and must visit destination that’s more than just about shopping. The new brand and website draw on heritage elements but are also focused on Leeds’ reputation as a dynamic and forward-thinking city.”