Gallery: A Chinese Logo Cleverly Designed for Hyper Growth in the Next 30 Years

  • Image may contain Human Person Text and Art
    Pentagram
    01

    MixC-ForKeynote-10

    Pentagram partner Natasha Jen recently led a logo overhaul for Chinese mega-mall chain MixC.
  • Image may contain Interior Design Indoors Room Lobby Human and Person
    Pentagram
    02

    MixC-ForKeynote-45

    MixC complexes are massive. And in Dachong, a new city-development being built from the ground up in Shenzhen, it'll be the primary shopping destination for residents.
  • Image may contain Human Person Bag and Shopping Bag
    Pentagram
    03

    MixC-ForKeynote-12

    Jen's idea was to ditch the old logo, which had erratic alignment and sprawled outward, and create a crisp, box-shaped identity.
  • Image may contain Human Person Text and Label
    Pentagram
    04

    MixC-ForKeynote-13

    You can see, on the bottom lefthand corner of the shopping bag, how the new MixC logo accommodates the word 'World.' As the Dachong developers expand MixC, they may also create an MixC 'Universe.'
  • Image may contain Human Person Mannequin Plot and Diagram
    Pentagram
    05

    MixC-ForKeynote-38.5

    The 'X' is the new logo is slanted at 45 degree angles, meaning it looks in sync with right angles and 180 degree angles (also known as straight lines, and seen here on signage).
  • Image may contain Clothing Apparel Mannequin and Rug
    Pentagram
    06

    MixC-ForKeynote-60

    To explain to executives why a new logo is important, Jen illustrated ways it could influence other parts of the mall—like with new wallpaper designs.
  • Here the logo becomes graphic artwork.
    Pentagram
    07

    MixC-ForKeynote-59

    Here, the logo becomes graphic artwork.
  • Image may contain Banister Handrail Human Person Flooring Furniture and Crib
    Pentagram
    08

    MixC-ForKeynote-43

    The point is to make the entire complex feel more modern.
Read More
Ebay Has to Pay $55.7 Million in Settlement for Its Unhinged Harassment Campaign
For months on end, eBay employees and contractors made life hell for a couple that had criticized the company. Six years later, the company is finally paying up.
Lauren Goode
Laura Loomer’s Reversal on Ukraine Stirs Up the MAGA Civil War
Donald Trump’s base has been increasingly spilt. Laura Loomer’s sudden embrace of Ukraine has only widened that divide.
David Gilbert
Is the Electric Trike the Next Big Thing in Shared Micromobility?
Veo is launching accessibility-focused electric tricycles in Denver, with plans to put its e-trikes on the streets nationwide.
Boone Ashworth
What WIRED Writers Would Actually Give Their Moms
Your mom never gets you a thoughtless gift, so you shouldn’t get her one, either. Here’s every cool gift WIRED writers would give their mothers.
Nena Farrell
Which Apple Watch Should You Buy?
Should you splurge on the new Series 11, or will the SE 3 do? Let us help you figure out which version to get (and which to avoid).
Boutayna Chokrane
12 Adventurous Gifts for Hikers, Backpackers, and Outdoorsy People
Let them pick out their own hiking boots. Instead, try gifting a useful blade or a nature journal to delight your outdoorsy friend.
Scott Gilbertson
A Two-Person Startup Has Fixed One of the Most Hated Sounds in Modern Life
Beeeep. Beeeep. Beeeeeeeeeeeeeeeep.
Jeremy White
Can the New York Times Save Journalism From Our AI Overlords?
In 2023, the Times sued OpenAI and Microsoft for copyright infringement. They’ve since spent more than $20 million on the case, and publisher A.G. Sulzberger has no plans to stop fighting it.
Katie Drummond
Silicon Valley’s Next IPO Billionaires Are Coming. Nonprofits Are Ready for Them
Anthropic and OpenAI employees are expected to give generously after their companies go public. “It’s going to be a wild ride,” says one nonprofit leader.
Paresh Dave
The Dyson V16 Piston Animal Can Do It All
Dyson’s new stick vacuum can vacuum and mop in a single cordless device—if you’re willing to really splurge.
Nena Farrell
‘They’re Fucking a Lot of People’: 7-OH Users Brace for DEA Ban
The opioid-like compound, which is found in kratom, can cause brutal withdrawal symptoms and will soon be a controlled substance. Some users tell WIRED it has relieved their pain and anxiety.
Manisha Krishnan
An Extreme Solar Storm May Be Even More Devastating Than Previously Imagined
Scientists have long assumed that there’s an upper limit to the intensity of the solar winds that reach Earth. New research suggests there’s not—and the implications are alarming.
Javier Carbajal