Latrobe Retail - Fuel the Fire

As previously posted, the Paddington Central Shopping Center is easily identified and strongly branded through it's use of strong red colour throughout a building that is designed to be sympathetic to the surrounding post war converted queenslanders.

By bringing the strong red colour out into latrobe, you can create the same effect with the existing traditional style shops. A red element woven through the length of the latrobe precinct would create a contrast similar to the shopping center.

Drawing on the history of the site, the fire at the old tram depot can be used to create a scene and a visual for the new Latrobe precinct. This also ties in with the precinct beginning and ending between the site and the old power station. Thankfully, there were no lives lost in the destructive fire so there is a low chance that I could be drawing on potentially painful memories.

Using this information I came up with this concept logo for 'Latrobe Retail - Fuel the Fire'.

The flames are designed to look hand painted and slightly tribal to reflect the home made style of the shopping center. The fire symbol is drawn from the destructive fire on the site but is instead meant to represent life, renewal and community.