Scarborough Town Centre
Identity

Scarborough Town Centre, owned by Oxford Properties, is the premiere shopping destination in Toronto’s east end, with more than 250 stores and over 22 million patrons each year. To stay in step with its popularity and growth, the shopping centre needed a new brand that conveyed it as smart, curious and ahead of the trends. Underline developed a new acronymic logo that expresses the shopping centre’s energy and diversity. The STC logo comprises a mix of typefaces that may be applied interchangeably – including a number of custom typefaces created by Underline. These typefaces become graphic elements that are used to emphasize STC’s high-end retail offerings such as Michael Kors, Sephora and Aritizia.

Client: Scarborough Town Centre
Photography: Gabor Jurina; Norman Wong