The Grosvenor Shopping Centre in Chester, UK, combines an eighteenth century shopping arcade and a 1970s shopping mall. By the 1990s, the 200 year old section still looked great, but the 20 year old section was looking tatty. As a whole, the two parts lacked cohesion.

As the '70s section was renovated and improved, an identity that linked ancient and modern parts of the centre was developed. The logo combined the heritage of the older part - using an image of a gargoyle - withthe modernity of the new section - a bold, simplified treatment of the image, clean, modern colours and text.

This was then applied in the same simple, bold fashion to signing elements throughout the centre.