The focal point of the new branding and
signage program is the large arch that
frames the main entry to the site, making
Hopkins Square a recognizable destination
and giving it a sense of place. The overall
design pairs materials and detailing
reminiscent of the historic architecture with
a palette of bright, contemporary colors.

The logo is particularly effective as a
three dimensional graphic. Its dynamic
quality communicates both the diversity of
products and services offered and a sense
of tradition and richness appropriate to the
site.

Other applications include a kiosk to
identify the various retail and service
tenants, and stationery, uniforms and
advertising.