New branding project for Cotswolds Designer Outlet

With a new shopping scheme in development, the team from Cotswolds Designer Outlet needed a brand mark to clearly communicate the aspirations of the centre.


ICG’s design scope included the brandmark development that needed to convey the outlet’s premium feel and sit comfortably in its Cotswolds surroundings, as well as appeal to B2B, consumer and tourist audiences.


A monogram approach was developed, mixing a ‘C’ letterform alongside a leaf motif – with inspiration drawn from roman symbols. This is complemented by the classic typeface, Trajan, and a modern extended typeface, Trade Gothic.


A muted and tonal colour palette has been created, with a focus on earthy and natural hues alongside a hint of copper.


The monogram lends itself well to promotional items, and we’ve also commissioned a bespoke embossing stamp to add an extra finishing touch to print items.


After the brandmark was finalised the design team started work on the outlet’s B2B leasing brochure. We incorporated bold, visionary statements throughout, alongside aspirational photography, CGIs and key statistics, presented in an oversize landscape lay-flat format.


The printed edition features special finishes such as trace inlays and an embossed linen cover.


New branding project for Cotswolds Designer Outlet


Simon Couchman, Creative Director, said: “We were delighted to work on this project for Cotswolds Designer Outlet, creating the brand identity and seeing this come to life in some of the initial leasing collateral.


“We can’t wait to see how the brand develops as the scheme’s build progresses during the next couple of years, and look forward to working on new creative projects with the team.”


Cotswolds Designer Outlet, is due to open in 2024.