Owner's major shopping centers in France and England, Hammerson has decided to change its logo to enjoy a higher profile. Not sure that their new emblem created by the famous agency Pentagram is most suitable for it…

Invisible or visible ?

Formerly composed of the name Hammerson overlooked by a tricolor round, the brand logo has evolved. With this redesign, Pentagram has two major objectives : generate a more modern image and put the consumer at the center of the identity of Hammerson. Thus, The result takes the form of a more or less visible H formed with two blue squares and brand name written vertically. The success of such a logo lies precisely in its readability : it is impossible to identify the “H”, he has no interest. According to the cartridge, this “H” unfortunately is not always visible. Readability indeed depends on its application (advertising catalog, poster…). Cold shower…

Curious, Hammerson new logo created by Pentagram surprises with its imbalance : successful or unsuccessful depending on the color on which it is applied, this emblem highly disappoints.

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