Canal Walk CEO Wayne Abegglen says: "Canal Walk Shopping Centre offers the greatest diversity and range of all available retail merchandise aimed at the LSM 5 to LSM 10+ shopper market, and it is this defining element which will be highlighted in the new brand."

The new brand campaign also aims to harness and retain the spending power of the office workers and residents within the burgeoning Century City node and ensure Canal Walk is a sustained must-visit retail destination for national and international tourists.

The centre's new brand is reflected in its revised logo, the introduction of a new trademark and by-line and an engaging new advertising campaign.

The new logo retains the existing Canal Walk typeface to ensure recognition, but has been simplified. It is now used in conjunction with the newly introduced trade mark device comprising the letters CW, superscripted on the top right of the logo.

"This icon represents the originality of Canal Walk's offering, emphasizing that Canal Walk is the real deal -- real shopping, real value, real service," says Abegglen.

In embracing its shopping focus, Canal Walk will be partnering with select leading retail brands available at the shopping centre, to create adverts using the most popular retail products to leverage the Canal Walk brand.