Most brands in the malls seem to have the same few identities. Generic, forgettable typeface for a logo. Boring, forgettable names.
Discussion
what’s the go-to typeface currently? 🤔
Print or web
both
No idea for print but web is definitely Inter.
Grotesque fonts are popular too and they all look fairly the same - doesn’t really matter which one you choose.
Interesting to approach it in terms of the mindset.
Wanting to stand out, but at the same time people like everything that’s familiar. How do you approach it?
I don’t do branding and it seems like a tough job. At the end of the day you’re bound to look like one of the top 5 popular design choices.
Brands that stand out seem to do so on their own merits apart from branding. Their accomplishments is what gives any meaning to their identity and not the other way around. (My opinion)
Reputation > Branding you’d say?
Also curious if in terms of workflow you work purely based on the logo and colour scheme given to you, or do you have some input with that also? Seems like there’s quite a bit of grey area in terms of where branding ends and web design starts 🤔💜
I didn’t know want internet looks like 
And they usually had nice logos before but everyone changed to generic sans serifs
True.
This is the dark side of data-informed decision-making, focus groups and user testing. Sacrifice the art.
It depends on the aesthetics of the mall, many ask for uniformity in their facilities.