OREANDA-NEWS. On 04 April 2008 was announced, that XXI Century Investments executed re-branding of the Kvadrat shopping and entertainment centres’ chain. The logo of this well-known trade mark has also been changed.

Implementation of a new development strategy began in 2004. Roland Berger, a guiding company in the field of the strategic consulting, was invited for this purpose and developed a new format of the Kvadrat chain – a “hypermarket-gallery”. It was an absolutely new format that fundamentally differed from those shopping centres which a company developed before.

“After developing a new product, which a new format of the chain is, we faced a difficult dilemma – to develop an absolutely new name of the chain or leave the Kvadrat name and only conduct restyling of the trade mark. To make a decision, jointly with UMG company we conducted marketing research on estimation of [shopping centres’] consumers’ attitude towards changing and saving the Kvadrat name for the shopping centre of a new format. The results showed that from one side the Kvadrat chain is one of leaders among shopping centres in Kyiv after level of knowledge, visits and purchases, from the other side – the name [of the chain] is not the key factor when a consumer chooses the centre to shop. Thus, a decision to leave the Kvadrat name and execute re-branding was accepted”, Maxym Bilous, Director of Strategic Development and Marketing Department in XXI Century Investments says.

In 2006, British company SCG London carried out development of the renewed Kvadrat brand and brand book for the shopping centres’ chain of the new format.
“SCG London got an interesting task to develop identity of the brand targeting wide audience – from teenagers to seniors. Conception created by us is built around usage of bright palette of colours, simple forms and fonts that evoke visual affinity. All together they carry positive emotions and good mood. Kvadrat has never been such attractive!” stated SCG London Managing Director, Clive Woodger.

The renewed Kvadrat brand complies with the idea of the new positioning and target audience expectations. The basic vision of the renewed Kvadrat brand is always to be №1 hospitable shopping and entertainment centre which is located next to the house and offers the best brands, benevolent atmosphere, exciting entertainment and rest during every visit. Basic principles of business that form culture and style of work of the Kvadrat chain are mutual respect, progressiveness, team work, innovation, advantage in everything, social responsibility, honesty, and partnership.

All these principles are represented in the new logo of the chain. It consists of two interrelated elements – “symbol” and “styled name”. The bright palette of colours in interesting and original combination of light and dark tones was carefully chosen. All colours are expressive, bright, and fresh. The unique colour niche was selected among those centres that already exist and being developed – it represents the brand essence. Font complements the picture of brand perception – it is modern, proof, and expressive.

Visitors and tenants will perceive new centres of the Kvadrat chain in this way.

An example of the full cycle repositioning of the Kvadrat chain carried out by XXI Century Investments is the first case at the Ukrainian market of the commercial real estate.