Swire Properties Unveils Branding and Logo for Brickell City Centre

World-Renowned Pentagram Creates Identity for Billion Dollar Project.

Swire Properties Inc, one of South Florida’s leading international developers of urban real estate, today revealed the branding and logo created by renowned international design consultancy firm Pentagram for the highly anticipated Brickell City Centre project.

Led by visionary Paula Scher of Pentagram, the Brickell City Centre brand emphasizes the urban vibrancy of the landmark development. By using a series of clustered dots that come together to form a larger circle, the logo visually articulates Brickell City Centre’s centrality in Miami’s urban landscape. The brand is further elaborated by Pentagram’s large exterior dowel signage – one of the project’s signatures – which will complement the development’s dramatic architecture and accent downtown Miami’s skyline. As part of the new branding identity, Brickell City Centre will now be separated into three distinct words to enhance the signage design and visual branding elements.

“I thought it was important that the diverse and rich culture of Miami was reflected in the Brickell City Centre brand,” said Scher, partner at Pentagram. “The circles are representative of the unique neighborhoods surrounding Miami – when viewed apart, they’re very distinct, but when combined, they form the fabric of the city.”

Selected for their extensive experience working with luxury brands such as MoMa, Bloomberg LP and Saks Fifth Avenue, Swire engaged Pentagram to create a brand and environmental graphics program that matched the vision of Brickell City Centre as the premier shopping and dining destination in South Florida. The identity created by Pentagram will be reflected in the exterior signage, directories, logo and parking garage at the project.

“With a project of this magnitude, we were keen to engage a firm that understands the long-term vision and place that Brickell City Centre will have in Miami,” said Megan Kelly, executive vice president of Swire Properties. “The Pentagram identity package expresses the connectivity of this destination to its many audiences and Swire’s aspiration that it become the heart of Miami.”

Phase one of Brickell City Centre is currently under construction in the heart of Miami’s Brickell district and will include a luxury shopping center, two residential towers, EAST, Miami by Swire Hotels, a wellness center and Class-A offices.

About Swire Properties

Swire Properties Inc, established in Miami since 1979, is one of South Florida’s leading international developers of urban office, hotel and condo real estate. Known for its $1 billion master‐planned development of the island of Brickell Key in downtown Miami, Swire continues to shape the Miami skyline with its latest project, Brickell CityCentre, a landmark $1.05 billion mixed‐use development comprising a gross floor area of 5.4 million square feet including office, residential, hotel, retail and entertainment space and underground parking. The company is a wholly-owned subsidiary of the publicly-listed Swire Properties Limited based in Hong Kong.

About Pentagram

Pentagram is the world’s largest independent design consultancy with offices in London, New York City, San Francisco, Berlin and Austin. Owned and run by 19 partners, a group of friends who are all leaders in their individual creative fields, Pentagram designs everything: architecture, interiors, products, identities, publications, posters, books, exhibitions, websites and digital installations.

MIAMI | October 29, 2013

Tathiana Rosado

Download PDF file.