tipomap.lat

El Palacio de Hierro is one of Mexico's leading retailers with department stores throughout the country. As part of its overall brand strategy, each store features unique design elements that reflect the history and character of its location.

In 2018, renovations began on the Pedregal store, located within the Perisur shopping complex. Palacio asked Lance Wyman and Deduce to develop an identity for the store that references Wyman's work in Mexico in the 1960s and 1970s, the same period in which Pedregal rose to prominence.

Together with Lance, we developed a four-leaf "P" logo that abbreviated the brand name and location eloquently, and could be easily repeated to create patterns. Using the logo as a starting point, we developed custom typography and pictograms for the wayfinding system. The project will be implemented throughout 2020.