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.
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