The Market Branding & Style Guide by rob.landsburg

THE MARKET Branding & Style Guide

BRAND

STYLE GUIDE

Our Vision

The Logo

Our Branding

Proper Use

Connection

Improper Use

Vibrance

Typography

Natural

Color Palette

Shapes

Alphabet

Imagery

TOUCHPOINTS Poster Series

Banners

Bus Stop

Food Packaging

Totes

Business System

BRAND

Our Vision The Market is in a unique position as an arts and food market with our guaranteed traffic, city support, and vibrant surrounding businesses. We have a unique opportunity to provide quality food while showcasing local artists and up-and-coming artisans. Our vision was to create a brand for this distinct market that is inviting and communal, while still retaining the sophistication and refinement that instills public faith in the quality of services provided.

â&#x20AC;&#x153;We are building the community of Sacramentoâ&#x20AC;&#x2122;s future. We will provide a culturally-rich shopping experience within a shared space, supporting shared values.â&#x20AC;? 6

Our Branding

Unique

Clear

Buzzworthy

Our identity encapsulates the railyard market’s unique values and matches The Market’s vision for their brand. We have avoided the cliches and tropes traditionally seen in the branding of farmer’s market and provided a fresh approach to the visual face of this unique Sacramento institution.

The Market’s identity is distinct and easily identifiable across any media that it may appear. The vibrant colors, distinct shapes, and consistent visual style allow for The Market’s identity to be deconstructed and reassembled into infinite iterations that still maintain a clear and consistent identity.

The branding, collateral, and marketing we have created generates consistent messaging, memorable impressions for customers, and favorable brand experiences. These positive interactions between the public and The Market lead to the brand being translated and spread organically throughout our demographics.

Community = Connection Interconnecting lines make up the letterforms that comprise the identity for The Market, hitting upon our intention to highlight our connection to the Sacramento community, the connections between our vendors, the connections we hope to facilitate by providing an exceptional shopping experience

Health = Vibrance Our palette evokes the vibrancy of fresh fruits and vegetables as well as the primary colors that provide the building blocks for beautiful works of art. This also speaks to the colorfulness of the community which we serve and the diverse customer base we hope to attract.

Sustainable = Natural We seek to capture promotional imagery in its raw form. While our identity is clean, the photographs we pair it with in advertisements, collateral, and any other promotion portray fruits, vegetables, arts, people, interactions, etc. in their natural state. This helps to set the tone of The Market being a local, familiar institution and not one that is overlycorporatized or fake.

STYLE GUIDE 16

The Logo The logo we developed encompasses the connection, vibrance, and sustainability that define The Market. Simple geometric shapes inside equal rectangles comprise the letterforms that spell out MARKET, using our full color palette. With thick rounded strokes surrounding these shapes, the mark takes on a stained glass aesthetic, which is amplified when the mark is used as a transparent overlay on top of imagery. This logo is fun, inviting, sophisticated, and refined. These forms can be rearranged, stacked, and recolored into infinite combinations that still communicate the core identity of The Market.

Type Only

Type + Color Bar Stacked Horizontal

Color Combinations

Stacked Vertical

Primary Wordmark

Proper Use

Proper use of the logo and marks is imperative when communicating the values and identity of The Market. A minimum clear space is used to ensure that the logo is not fighting with design elements, text or other marks. The minimum size is used to ensure that objects or designs clearly belong to The Market brand. By diminishing the logo below these minimum standards there is a chance for legibility issues and degradation of the integrity of the mark.

N x 0.5 .375”

N x 0.5

Primary Wordmark

1.125”

.75”

.125”

N x 0.5

Stacked Vertical

Type Only

Stacked Horizontal

N x 0.5

N x 0.5 N x 0.5

Improper Use Here are a number of examples that demonstrate improper ways to use The Market logo. The main focus is to uphold the brandâ&#x20AC;&#x2122;s unique identity and standards. We do not allow non-brand colors, distortion, drop shadows or any design issue that would lower the quality of the logo and reflect negatively on the brand. The logo or mark may be used on top of photography, but must remain clearly visible, with enough contrast to easily distinguish the mark from the photograph.

Pixelated Stretched

Drop Shadow

Compressed

Non Brand Colors

Stroke Weight

Typefaces

Brandon Grotesque

Baskerville MT

Brandon Grotesque is the primary typeface of The Market. With a variety of weights, Brandon Grotesque has the versatility to single-handedly create a dynamic typographic hierarchy within a design. Brandon Grotesque pairs harmoniously with the logo mark and is predominantly used for main headers and subheads.

Baskerville is the secondary face used to extend our communicative voice. It is used for body copy and evokes the professional, sophisticated tone desired for any and all extended copy released in The Market internal and promotional materials.

REGULAR MEDIUM BOLD BLACK

Brandon Grotesque

Baskerville MT

A B C D E F G H IJKLMNOPQ RST U V W X Y Z

ABCDEFGHI JKLMNOPQR S T U V W X Y Z

abcdefghijklm nopqrstuvwxyz

1234567890

1 2 3 4 5 6 7 8 9 0

REGULAR ITALIC SEMI BOLD BOLD

PRIMARY

Color Palette The Market palette is comprised of six distinct colors. The overarching tone of these colors are intended to communicate the freshness of the farm-to-fork food offerings at The Market, and the colorful artwork that will be on display and available for purchase throughout The Market. These colors can be diminished into two sets

Canvas

Jade

Tomato

Lemon

PANTONE: P 8-9 U CMYK: 7, 7,13, 0 RGB: 235, 228, 216 HEX: #EAE4D8

PANTONE: 85U CMYK: 0, 82, 66, 0 RGB: 241, 86, 83 HEX: #F15653

Elderberry

PANTONE: 163 U4 CMYK: 0, 49, 51, 0 RGB: 247, 152, 120 HEX: #F79878

PANTONE: P 8-9 U CMYK: 7, 7,13, 0 RGB: 235, 228, 216 HEX: #EAE4D8

PANTONE: 85U CMYK: 0, 82, 66, 0 RGB: 241, 86, 83 HEX: #F15653

Midnight

PANTONE: 163 U4 CMYK: 0, 49, 51, 0 RGB: 247, 152, 120 HEX: #F79878

Shapes The shapes that make up the logo mark can be deconstructed and separated into singular shapes. These graphic elements can serve as building blocks for a variety of uses. Fruits, vegetables, objects, houses, and people can all be constructed from these forms. There are rectilinear forms, angular shapes, and curvilinear forms. These can be used with or without strokes, and any of the brand colors may be used with each shape to achieve the desired result.

Alphabet The entire alphabet has been created in the unique style of The Market logo, and these letters can be then be used in any number of applications associated with The Market brand extension. Products, packaging, and promotional material can all utilize the alphabet to spell out keywords. Some letterforms, such as the I and the T are actually the same combination of forms, but context is generally adequate in determining the word at hand. Furthermore, this alphabet should not be relied upon to be readable on itâ&#x20AC;&#x2122;s own. While legible, it is abstracted to the point that important headlines and keywords will need to be reiterated elsewhere to insure reader comprehension.

Full Color Natural

Full Color Vibrant

Full Color Community

Imagery Full Color Imagery for promotion of The Market brand shall attempt to illustrate, either directly or abstractly, the vision and values of the bran. Natural qualities, vibrancy, or community should be encoded into messaging of all promotion.

Alphabet Blend Hard Light Natural

Hard Light Vibrant

Hard Light Community

Blend modes can be used to apply The Market colors to photography. More effective still is using The Marketâ&#x20AC;&#x2122;s unique alphabet can be blending on top of photographs to impart solid branding and visually interesting combinations of graphic forms and photography.

TOUCHPOINTS 38

Poster Series The first promotional campaign that will run throughout Sacramento is a poster series that utilizes different artists and designers from the Sacramento area abstracting and re-imagining The Market logo and color palette. In this way, we will create intrigue while at the same time instilling the subconscious branding in the minds of the public. This will also help to establish The Market as not just a food market, but an arts market that showcases local artisans. These posters can get as abstract as the artist conceives, though The Market branding will still be featured on the piece somewhere, even if it is just the type-only treatment.