OUGD603 - Grainger Market identity - Logotype design development

Following feedback and decisions based on personal preference I selected three typefaces to develop further and modify. From feedback it was clear which ones stood out and applied to the strategy/concept of the project, with three and eleven being my peers favourite. Therefore I decided upon three, eleven and one; with one being my personal choice as it has a big x-height similar to many sans typefaces in the market.

OUGD603 - Grainger Market identity - Logotype design

The reference point for the logotype is the sans fonts with an industry feel which feature throughout the market. The reasoning for this is due to the sans which have stood the test of time in the market, and are understandable and relatable to the core audience which is the older generation. However, the multiple industrial styled fonts in the market also have a contemporary manner to them therefore appeal to a younger design savvy audience. 

12 logotype options were created with all them bar one being centre aligned for the first stage of production. All the typefaces used are bold and legible, with aesthetic links to the market, such as the large x-height of certain typefaces found within. 

Feedback

Peer feedback was required on the logotypes to gather thoughts of the best solutions. I explained the reasonings for the industrial looking sans, so my peers could have context before critiquing each one.

"I like the number three as it is the cleanest and most contemporary looking out of all them, yet still has that certain classical look to it. I think some of them have a cinematic appeal to them, which is not relevant to your project like number 12 and 11"

"Number three stands out but comes across too modern, but this can modified to having a thicker stroke which could help the design. The ones with large x-heights work best as they are bold and contextually linked to your research into the market"

"One, three and eleven are the standouts for me as they mix classic and contemporary which is an aim"

"Number three has a air of Scandinavian design to it which makes me appreciate it the most but I feel a older audience may not relate to it. With a lot of the other typefaces, they are condensed which makes them less legible. So I'm drawn to number ten and one"

OUGD603 - Grainger Market identity - Archive imagery collation

As the best solution to a future brand is to look to the past as it will consequently enable someone who's shopped there for 30 years ago to not feel out of place coming today. For further research I looked into archive imagery to source influence for the logotype and other visual elements.

By analysing historical images of the market it made me realise that a profound amount of the type in the market today has been their for many years. Even more so a majority of the shop signage etc has stood the test of time and is appealing today. In the images above a majority of the signage is set in classic bold sans which is more than appropriate for a millennial audience of today, furthermore if sans is employed within the market then a older generation shopper will be familiar with it today. 

Another typographical treatment applied for the image to the right is a drop shadow with a white outline with a more elegant sans serif to the left which again wouldn't look out of place today. 

OUGD603 - Grainger Market identity - Strategy

Following research it was necessary to define a focus for the identity, and to have a strategic process to allow the identity of the market to move forward. From both primary and secondary research it is clear that the market proves you don’t have to completely wipe away the old to start a process of renewal. And that it’s important so serve the whole community in the process, not just the newcomers. Therefore it strikes a delicate balance, and represents Newcastle’s diverse population as well as its culture and attitude. It’s the sort of place that can mix classic and contemporary and pull it off.

One realisation during research is that the identity must reflect the people of the market, and not just the newcomers but the traditional Geordie cliental. Therefore the best solution to a future brand is to look to the past, consequently this will enable someone who's shopped there for 30 years ago to not feel out of place coming today. The subtle mix of both classic and contemporary will connect, adapt and reflect to the broad audience, but also the diverse spirit of the market, which is 'one city under one roof'.

OUGD603 - Grainger Market identity - Market & environment identity research

For research and inspiration I looked into current identities of markets and environments similar. This was helpful research as it made me understand a place identity is something that can only be interpreted by the people who are woven to that certain location/environment. And that a brand is a feeling that a product, service, or a destination triggers when a person remembers it, so I feel history is the best solution for a future brand for the market.

El Born CCM — Exhibition ‘Born. Memòries d’un mercat’
I came across this identity while in Barcelona over the summer and it made me consider how an old relic can be reimagined. So in many ways this visit influenced my idea to regenerate the Grainger Markets identity. The identity itself is an exhibition on Born CCM's past, once one of Barcelona’s most important markets and 45 years after it’s closure, this exhibition aims to reactivate its collective memory. The studio responsible for the design is Forma & Co, who are a Barcelona based studio who illustrated market boxes by twisting the most recognisable elements from the center’s visual identity, strata and typography.

Camden Market rebrand
Only last year a new brand identity for London’s Camden Market, including two custom typefaces inspired by the area’s iconic bridge sign by John Bulley was released. The overarching concept of the rebrand is “unfollow convention”, which aims to connect with Camden’s long-time reputation for creativity and subculture, and the identity is designed to be adapted by the market’s eclectic population. Once again in this rebrand, the studio responsible has looked to the markets already existing visuals and history to determine the new identity, which is able to express the brand in multiple ways while still aligning with the Market’s long history of new ideas.

City Point
City Point is the largest food, shopping and entertainment destination in the center of Downtown Brooklyn and Pentagram dramatically transformed the area by focusing on a proud and loud slogan “BKLYN BORN” celebrating the project’s significant local engagement in a borough that prides itself in deep rooted authenticity. Although this project differentiates to the others because its a new initiative, it still vibrantly represents the environment by looking to the community within to give it a voice.

OUGD603 - Grainger Market identity - Visit imagery

As a part of primary research I visited the market to gather inspiration on signage, architecture, patterns, textures and anything that may influence the identity. But also I visited to gain a feel for the space and how an identity could be deployed within. In general the market is swamped in a mix typography, ranging from traditional hand rendered lettering to more industrial influenced sans serif typefaces. While walking around I made sure to capture as much I could, which could later influence my thoughts on logos and type choices for the identity. Although the space is a mix of colour, one element which stood out instantly was the colours used within the building, which are green and red.

I've walked through the Grainger Market many times before but this research was worth the while as it definitely influenced thoughts and ideas surrounding the market, on how to represent the spirit and audience of the space.

OUGD603 - Grainger Market identity - Current identity

Analysing the current identity and artwork used by Newcastle council for the Grainger Market was helpful as it allowed me to understand what and what isn't currently working in terms of the visual side of the market. An overall statement on the visuals is that it comes across amateur and lacklustre yet functional. And at this moment in time its evidently clear the market hasn't even a clear cohesive style as everything seems haphazardly thrown together. 

The logo which appears on the website is a mix of serif and sans serif so maybe a nod towards the mix of classic and contemporary within the market, but I doubt the contextualisation of this particular logotype. The house style red features throughout the website with obvious influence from the red steel of the arcade roof but to get to the design of the website itself. Which is simple and functional and I have no doubt it'll serve anyone who visits it, yet aesthetically it is horrendous. During analysing the website and overall style I questioned who would visit the website, and although I have no concrete evidence. I do believe a younger generation would visit the site to explore what the market has to offer. Therefore a refresh of the website is needed evidently not only for a more design savvy younger generation, but also for tourists researching and new businesses interested in the market.

I discovered an advertisement for the market in NE1 magazine, its clear yet contrasting to the style of the website with the main contrast being the logotype. This time around its a italic serif which is more graceful than the websites logo. Although this advertisement is simple it is more easy on the eye than the website with a more subtle use of colour and type.

OUGD603 - Grainger Market identity - Views on market

I was astonished to find out over 110 independent market traders stalls are based in the market with 127,000 visitors coming to the Grainger Market each week. So I was curious to know what makes it so successful, and how a victorian meat and veg market has been transformed into both a community staple and 'hipster' destination. Therefore I created a Surveymonkey questionnaire and posted it to the Grainger Market Facebook page.

All responses and data can be accesed through this link
https://www.surveymonkey.com/results/SM-D3PBQ5398/

For a summary of the survey a majority of the people were female and aged between 18-24 years old and visited the market somewhat often. What comes to mind when you think of the Grainger Market? was the first question which aims to delve into what peoples first instinct thoughts of the market are. The general answers revolved around traditional geordie butchers, fruit & veg stalls, smells of meat and fish, and a genuine home experience.

The general reception of what the market meant to each individual was that its part of the history and heritage of Newcastle and that it had a essence of home to it as its often associated with childhood memories. In terms of the looking to future, the question 'What do you think the future holds for the Grainger Market?' got mixed feedback as many people think it will remain the heart of the city and continue to get 'trendy' yet people also think the market is facing some upcoming struggles, as different cultures are now visiting the market and when older generation pass the market might struggle.The last question of the survey aims to gather ideas of imagery people have about the market, so anything that stands out and has a lasting effect on them. Frequent answers mainly talked about the architecture of the market but also the traditional signage, chalkboards and pricing cards.

Overall I believe the survey was a success as I gained valuable information on a wide range of peoples views about the market. And the key to this survey was finding out what people value most about the market, such as that it represents the personality of Newcastle under one roof.

OUGD603 - Grainger Market identity - Timescale

Research : 9/10/17 - 14/10/17
Ideas : 15/10/17 - 20/10/17
Development : 21/10/17 - 31/10/17
Finalisation & Design boards : 1/11/17 - 10/11/17

OUGD603 - Grainger Market identity - Intro to the market

Grainger Market is a Grade I listed covered market, constructed as part of the 19th century redevelopment of the city. It was designed by John Dobson which is a famous name around Newcastle for creating a neoclassical style in the city and was opened in 1835, making the market 181 years old.

The market was divided into two parts, the eastern section, which was a meat market laid out in a series of aisles, and the western section, which was a vegetable market constructed as a large open-plan hall. The original uses of the market for meat and vegetables have since changed considerably, but there are still a number of butchers' stalls there that are a ever lasting visual of the Grainger Market for me. Alongside craft stalls, jewellers and florists, you can find high quality butchers, artisan bakers, green grocers as well as street food traders, coffee shops, retro games shops, record stores and cafés, with something for everyone.

As the market has changed considerably it now enjoys a bright, light, vibrant and buzzing atmosphere. Achieving a balance between a market’s heritage and the needs of a new generation of shoppers and traders isn’t always easy, but it’s fair to say the Grainger Market’s getting it right.

Looking to the future for the market I found out that Newcastle Council stills recognises Grainger Market’s continued importance on a business, retail, consumer and tourism level. Therefore they are rewarding the market £2.66 million to help regenerate the space, but the main focus of this regeneration is repairing the main halls roof which will not only help protect this important asset but will also enable Grainger Market to develop and flourish for years to come.

OUGD603 - Grainger Market identity brief

Brief name : Grainger Market identity

Time scale : 1 Month

Deadline : 10th November 2017

Brief : Visual identity proposal for one of Newcastles oldest landmarks, The Grainger Market. The outcome should reflect the market in a number of visual and contextual ways yet appeal in a contemporary manner.The outcomes should be informed by research into consumers and aim to serve a purpose to help regenerate the market. Aim to think outside the brand system to express the market but examples of deliverables may include logo, logotype, website, wayfinding, display graphics, merchandise and potentially brand guidelines.

Background : The market represents Newcastle’s diverse population as well as its culture and attitude. It’s the sort of place that makes a city both liveable and affordable. So I think an iconic landmark deserves a more fitting identity as the council has granted the market a grant to regenerate the space. One aim of mine is to push it towards a younger target audience as for many years the market has been associated with older generation shoppers. Nevertheless times have changed and the space now offers independent coffee shops, record stores, retro games shops among other things.

Yet again in the market you’re likely to see an 80 year old Geordie shopping alongside one of Newcastle’s many students taking advantage of cheap produce from the traditional meat and veg stalls, and families sitting alongside young couples in the market’s seating areas. It’s still a home for an older generation of locals; but increasingly becoming a home for a new one too. Therefore both need to be represented.

Target audience : locals, students, tourists, new businesses

Mandatory requirements : A minimum of four justified deliverables