re-branding ofA live uni project working with Why Not Associates. The brief was to re-brand Old Spitalfields Market. I have analyzed the errors of current identity, the history of the market, target audience and it’s essence...

1.current design

- over all design has a very corporate feel, lacking personality, bad use of typography, dull colour scheme, aesthetically poor- the essence of market is not reflectedin the design- “fun food fashion”- the over all design does not relate to any of that either - statements from their website: “OSM is a fusion of Victorian splendour and contemporary architecture”“shops with a difference”, “the area is known for cutting-edge fashion boutiques”, “one of London’s premier markets”“in 1991this became of the worlds best known arts and crafts market”where is this reflected in current design?

colour scheme

2.previous design

this identity seems to reflect the market as it used to be - young, urban, trendy.

3.target audience

- City workers

- tourists

- young trendy people

4.elements of old spitalfields market

4.1.stalls

selling

1. mass production “made in China” clothing2. vintage/ antique products3. food4. arts and crafts/ hand made products

selling different things on different days

1.

3. 4.

2.

4.2.shops

- they have their own identity

- more consistent & sophisticated identity

4.3. events

few examples of events that take place inside the market

1.

ORIENTATIONfunctional, clear, unified & easily identifiable, it works on all layersof identity

3.

VALUES AND COMMUNICATIONdesign is expressing their values, reflecting community spirit of the market

2.

OVERALL IDENTITY reflecting market products and values, visual style consistently applied to different layers of identity

5.1. case study:borough market

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2.

3.

Afro Caribbean & Turkish nationalities living in the area

1. STALLS

diverse, ethnically rich, bargains, cheap, individual

2. VALUES

street market with personality, cheap, for the needs of local people, individual

NOTE: even though OSMisn’t a street market it does relate to it in its essence.Research on Ridley Road market has given me inspiration for colours, textures and patterns that I used to lively up OSM’s identity.

5.2. case study:ridley road market

6.design routes

Based on all the research I have developeda few possible design routes that in some way relate to OSM. I have created separate mood boards for each of them.

6.1. MODERN BRITISH

clean and sophisticated style, mainly typographic, sometimes accompanied by a symbol/ crest.

6.1.2. “MODERN BRITISH” design experiments

6.2. CONTEMPORARY VERNACULAR

vernacular visual expressions used in a contemporary way- playful, inviting- flexible branding devices with the useof patterns/ different images

6.2.2. “CONTEMOPORARY VERNACULAR” design experiments

6.3. CRAFTY VERNACULAR

rich in colours and patterns, elements inspired by vernacular elements

6.3.2. “CRAFTY VERNACULAR” design experiments

TheOld Spitalfields

Market

TheOld Spitalfields

Market

INSPIRED BY SURROUNDING DECOR

TheOld Spitalfields

Market

TheOld Spitalfields

Market

INSPIRED BY SURROUNDING DECOR

6.4. ILLUSTRATIVE

playful and inviting designs

6.4.2. “ILLUSTRATIVE” design experiments

7. inspiration

Following broad research I decided to sum it up and come up with one mood board. I wanted to capture the essence of the market as such and incorporate all the other elements that are distinctive for Old Spitalfields Market Key words: Victorian, vernacular, arts & crafts, inviting, community, textures, colours, modern, ornaments

8. logo development

I have experimented with numerous versions of a logo and have played around with shape and typography until I achieved a desired result. In the midst of the experimenting “journey” I have noticed floral decor on Old Spitalfields Market building and decided to use it for the logo shape.

floral decor taken from Old Spitalfields Market building 4

9.1. ADDITIONAL ELEMENTS

9.1.1. Victorian ornaments and dotted lines

They are are part of Old Spitalfields Market identity, reflecting the market’s Victorian heritage.

9.1.2. Textures

Textures are the element of Old Spitalfields Market identity that represent the essence of the market as a form. They also create the crafty hand made look, something this particular market is famous for. Textures can be used iberally across all layers of identity.

9.1.3. Colour palette

Different locations of Old Spitalfields market are colour coded. Presented here are the colours used for the logo and typography referring to a specific location.

Here are the outcomes...logo, info cards, market shopping bag and the website. The visual identity captures the essence of the market as a whole.