In February 2017, Redefine Group, approached us to create the visual identity for the newly renovated Benmore Shopping Centre, in Johannesburg, South Africa.

In keeping with the centre's reputation for being a chosen luxury shopping destination, we set out to create an identity that was sophisticated and modern.
We were asked to incorporate an angle of 31.2° into the logo. This angle is featured on the main facade of the building and elsewhere in the new architecture.

What resulted was a custom-made typeface, with each serif angled at precisely 31.2°.
The stems of the N, and M, both reflect this angle to further consolidate the idea.
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