In the early 2000’s, I was hired to design a logo for a new shopping mall in Puerto Rico called Plaza Guayama. In 2017, the mall was devastated by Hurricane María, and had to be rebuilt, providing a great opportunity for me to develop a renewed identity.

The client briefed me on challenges to the retail environment brought by the convenience and options of online shopping and other societal changes. We discussed that a shopping mall needed to become more of a town center, that attracts people for social interaction, as much as for shopping. These insights led me to develop a new name for the mall that reflected these realities. Based on the idea of the mall as a cross roads, or as a town center, I developed the name Céntrico.

I developed a logo of a simple C, surrounded by larger c-shaped concentric curves that amplified and alternated as they became larger to reflect the idea of Céntrico as being the central hub. Although the main logo comprised six of these curves. In other applications, these curves could multiply outward for a more striking effect.