City Square is the West Australian headquarters for BHP Billiton and a prominent retail and commercial precinct in Perth.
The development consists of: (1) several renovated heritage buildings; (2) a high-rise office tower; and (3) retail, food and beverage outlets. A colour coding system was devised to identity these three areas.
A distinctive identity was required for the marketing of the precinct. A symbol was designed as an abbreviation of the name City Square, using the ‘C’ from ‘City’ and a superscript 2 representing ‘square’.
The texture in the ‘C’ reflects the zigzag detailing of the tower’s eastern and western facades and incorporates mineral crystalline formations representing Western Australia’s mining activities. This crystalline texture was then used, in part or as a whole, throughout a range of marketing materials.