This identity is a simple but stylish and modern presentation. Letters in the lower case are used to project the youthful feeling as well as friendliness. The focal point of the symbol lies in the upside-down character “I” which forms an exclamation mark, projecting the state of being amazed, excited and overwhelmed by its wide variety of trendy, lifestyle and quality merchandise and services. The fact that the “!” comes right inside the word “city” symbolizes that city’super is going to bring “exclamations” into this metropolitan city of Hong Kong.
Moreover, the upside-down “i” reflects the attitude of the target customers of the store who wants always to make a statement in their life. The brand represents a trendy lifestyle – not bounded by traditions with different expressions in life.