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TABLE OF CONTENTS
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Introduction Introduction History Target Market
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Design Guidelines Logo Clear Space Colour Palette Typeface
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Wayfinding Icons Floorplan Map/Location Signage
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Branding Guidelines App Collaterals Liveries Merchandise Poster
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Environmental Branding
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Environmental Branding
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Introduction The Sydney Fish market (SFM) is a place that invites and welcomes, the community with fresh wholesale seafood and express in a sense of liberty and livelihood. Many tourists, locals and families gather to SFM to experience the fast pace retail production and the many ranges of refined seafood. As one of the oldest and longest business establishment, SFM is place known for many people’s enjoyment by indulging into the freshness of the seafood world. Our aim is to recreate and explore the different flavour and personality to the place has to offer. By doing so, we try to implement design aspects to emphasise its timeless atmosphere with a strong visual impact of the area.
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History The Sydney Fish Market (SFM) is Australia’s largest working fish market and southern hemisphere. SFM is a place with many functionality, which consists of a working fish port, a wholesale fish market with fresh seafood and retail services, such as food and beverage that is accompanied with the Sydney Seafood School. With so many aspects within the place, SFM promises visitors a vibrant and unique experiences. Before 1945, the marketing of fish in New South Wales was either conducted by licenced fish agents outside the Haymarket fish market or unlicensed operators eleswhere in different. Therefore during this time, the government established a new act called Fisheries and Oyster farm Act to remove all licenced held by the Sydney agents and transfer to the New South Wales to the Chief Secretary’s Department, which controlled and regulated the market system untill 1994.
sell fish. Later in 1989, SFM established the Sydney Seafood School where now attracts over 12,000 people, where they partcipate and study the finest chef in Australia. During this period, SFM introduced the Dutch computerized system, which dramatically changes the way of the auction and helps increased the fish sales. As years go by, in 2001 a new online trading system that provides direct online seafood sales, such took the sales of the fish into the future. The Sydney Fish market formally established in October 1994, when the NSW government took ownership of the marketing of seafood. Bringing back to the current time, SFM receives over two million locals and international annually and is considered as Sydney’s best fishing and habourside icons.
Two years later, in 1966 Sydney Fish market reloacted from Haymarket to its current location at Blackwattle Bay, Pyrmont, where “voice auction system” is conducted to
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Target Market The Sydney fish market is known, as one the go to places to visits for its fresh and spectacular range of seafood. The main target audiences are tourists and families or those who loves seafood. Yet the market welcomes everyone, from people around the globe to the local community. The main highlight of the place is the food, yet there aren’t much attraction. Therefore, we try to create a vibrant and fun place to welcome everyone to enjoy the great food and view. With such a large demographic, the Sydney fish market try to focus on the quality of the food and the environment with an organic and vibrant vibe.
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Logo The Sydney fish market is defined from its timeless and unique logo. Yet we want to create a more geometrical and playful logo to express the structural elements of the business behind the fish market and with the vibrant personality within the market.By doing so, we deconstruct and w simply the name within the logo, to “The Fish Market� which is incorporated with the geometrical shape of a fish conveying a playing and interesting appeal to the SFM. food and the environment with an organic and vibrant vibe.
Clear Space The clear space around the logo showcases the measurement of space around the logo, allowing it breathing space without any interruptions. This is demonstrated with the fish head within the logo to showcase the amount of space.
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Pantone 7706 UP R: 0 G: 130 B: 169 C: 95 M: 0 Y: 6 K: 32 Hex: #0082A9
Pantone 7569 UP R: 231 G: 148 B: 25 C: 0 M: 44 Y: 100 K: 7 Hex: #E79419
Pantone 406 UP R: 200 G: 196 B: 191 C: 8 M: 9 Y: 11 K: 15 Hex: #C8C4BF
Pantone 199 UP R: 238 G: 44 B: 59 C: 0 M: 96 Y: 80 K: 0 Hex: #EE2C3B
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Colour Palette The colour palette used within our brand consists of vibrant colours yet expressing the business and corporate side of the market. The primary colours for the fish market are blue and orange where they contrast each other which convey the energetic atmosphere of the market and the strong structure of the corporation. The blue is the dominant aspects of representing the brand as a loyal, trustuworthy business with many potential of expresssing its individuality. The secondary colours are red and grey where these colours will give more flavour and depth for the brand portraying an element of surprise and gentleness.
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Typeface For the typography within the brand, we want to have a contemporary and modern feel to the brand yet has that corporate quality. The main font used for the book is DIN Alternate Medium where it is mainly used for heading and body text. It is a clean and simple typeface with a contemporary character, which suits the overall concept and the Fish Market brand. Meanwhile, the font Gotham is chosen for its bold and strong characteristics for the importance use of the title and logo.
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DIN FAMILY DIN REGULAR ALTERNATE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*
DIN BOLD ALTERNATE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*
DIN LIGHT ALTERNATE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*
DIN BLACK ALTERNATE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*
DIN MEDIUM ALTERNATE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*
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HEADING
Header DIN Alternate Medium/ Upper & Lower case/ 18 pt/ 100% White
Subheading Subheading DIN Alternate Medium/ Upper & Lower case/ 16 pt/20pt/ 100% White
Lil magnam hitia eos aut ulparcium rem estius, que vid que ex ea quaecum dolo maximaios coriatius nus, tet oditior iassimo inimpos cus Ebit quias delique sapicatum volorporit, si ium fugia quistrum velit qui sequam hua. Linpraed erraccid suam per audeti temus es atum sentuit vid fur avo, nerent. Mare et gra? Quam det verenat imoerum octudam iam ese, es ade abunum prit, spio, Ti. Mulego es stis a aur, noximilis, teroximplis. Sili perbit, nequam, que tum praest? Su vivasdam, Caterfecrit. Serbi imilicaudam publiis supiore prae aus, patiam
Body Text DIN Alternate Medium/ Upper & Lower case/ 9 pt/12 pt/ 100% White
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Map/Location The fish market is located in Sydney at Blackwattle bay, Pyrmont. The market is placed in an area with high productivity of transportation vehicles and pedestrian activity, making it a lively and energetic place, where there are many options for visiting the place. The fish market has a beautiful harbourside which creates a relaxing atmosphere clashing with the rapid environment of Sydney. The map is designed to allow the audience to have a better understanding of the area in a much simpler and fun way.
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Floorplan The design of the current map of the Fish market was very busy and confusing, which then resulted from a negligence and awareness of the place. We took re-design and development it into a much simpler and fun guide to help the public have a better understand of the map.
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Icons For the icons within the environment of the fish market, we kept complimenting with the brand with simple but effective design to display a strong visual impact to the audience’s eyes.
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Signage The signage around the fish market is created to complement the aspects of the brand and simplify it to make it eligible to understand. Throughout the signage, we provided translation to help the tourists cut the boundaries of the language barrier. Simple and structure forms within the signage help to decrease miscommunication.
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Branding elements Within the fish market having several branding elements endorses the place to expand and explore different varieties venturing into the business aspects. Elements including merchandise, business cards, stickers and more, where allows the community to create and collect memories of the market. As a result, the brand establishes a strong bond within the public and increases everyone’s experience.
Smartphone App We created a mock-up application for the fish market to allow the public to have an easy access to information of the fish market. The application provides a general background of the fish market, an interactive map layout of the place and a range of language options for tourists to have a carefree experience with the app.This will be helpful for the community where they have the freedom to access this app to enhance their experience into a memorable event.
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ENTER
MAP 大事 海鲜学校 地图 模样
ENTER
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设置
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ENTER
MAP
School
ENTER
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MAP Events Seafood School Map About Settings
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大事 海鲜学校 地图 模样
ENTER
设置
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160 Pyrmont Bridge Road Sydney NSW 2009 Tel: (02) 9004 1100 www.theямБshmarket.com.au
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Poster There are many events held at the fish market, to engage and invite the public to celebrate with fresh seafood. Yet some major events such as Lunar New Year and Christmas are strongly promoted or advertisement. Therefore we took advantage of this opportunity and created a new and fun posters to invite everyone to indulge into the world of seafood.
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Environmental Branding These are some examples of how the signages around the fish market will look like. This create the look and feel for the surroundings of the fish market. We try to create minimal yet sophisticated look to our designs.
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Albert Salim Audrey Teguh Chen Eric Mustafa Felicia Widjaja Nhu Mai
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BRAND EXPRESSION BOOK
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