Swire Releases New Rendering For Brickell City Centre

Swire Properties has released a new image of the Brickell CityCentre project with the new logo international branding firm Pentagram designed.
The letters for the project name are formed by circles of light and are all separate words – Brickell City Centre – which is how the project will be identified going forward. Previously, Swire had called the project Brickell CityCentre.
“I thought it was important that the diverse and rich culture of Miami was reflected in the Brickell City Centre brand,” said Paula Scher of Pentagram, in a statement. “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, Pentagram’s design will be reflected in the exterior signage, directories, logo and the parking garage at the project.
“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,” said Megan Kelly, executive vice president of Swire Properties.
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, the EAST, Miami Swire Hotel brand, a wellness center and Class-A offices.
 
Source:  SFBJ