Heartland

Heartland is one of Canada’s largest power centres, bringing together retail shops and specialty services in one convenient location. With over 190 storefronts occupying 2 million square feet of real estate, Heartland is the ultimate destination to shop, eat, and work. Located in Mississauga, the district attracts countless visitors per day due to its proximity to nearby residential, industrial, and office buildings.

Vanderbrand was approached by Orlando Corporation to deliver a rebrand for Heartland that would revitalize one of the most iconic districts in the city. The repositioning of Heartland as a landmark destination acts as a catalyst for growth by creating opportunities for new tenants and visitors alike.

Retaining the Heartland name as well as its brand equity, the new wordmark sits forward and is set in a bold sans serif typeface, Roobert, which grounds the mark horizontally. The wordmark is paired with an icon which features abstracted shapes based on a lowercase h. The icon represents the storefronts and architectural motifs found in Heartland, as the precinct is well known for being an open concept neighbourhood with high-profile street-front retail locations. The secondary typeface is Hellix. Both typefaces were designed by Martin Vácha and are available from his Displaay Type Foundry.