OUGD603 - Grainger Market identity - Colour, typography and tagline

Once the logo was finalised the next stages for creating an identity for the Grainger Market was the  application of colour, type and a tagline. A these three elements would further emphasise the concept and help reflect the market by giving it a look and feel. This is the visual language that makes the identity recognisable and helps express a point of view. For these elements the overall look follows the strategy of classic and contemporary but also resonates with the audience and rises above the clutter of visual language which already exists in the market.

Colour
The colours I experimented with had to have the basic connotation to the market, as in primary research I discovered that the market already has strong house colours of red and green which feature throughout the market, in architecture for example. As I aim to make valued customers welcome and not distanced from the market, the idea to use already recognisable colours to the market was decided upon. Therefore I looked into Victorian colour palettes for inspiration, as the dark primary colours already in the Grainger Market are ones I would link to crimson and maroon which are favourable Victorian colours. In total I chose six colours to include within the palette but want to take a subtle approach to colour, as the market itself is a sea of colour. Instead these colours will be low key unifying colours working across numerous touchpoints in print and media form.

Typography
Typography is one of the core building blocks to an effective identity as it can embody, promote and complement. So the decision to use a sans and sans serif is reflecting the positioning of the strategy, while also showing the mix of styles in the market. For the serif option I chose GT Sectra which has  a calligraphic influence with the sharpness of a scalpel knife. I like it because the sharpness defines its contemporary look. Additionally the family stands out for its high legibility while retaining a unique visual character with clarity. The sans serif option is Apercu which is a mix of of classic realist typefaces such as Johnston, Gill Sans, Neuzeit and Franklin Gothic. So already it has a classic influence while remaining contemporary, but the pair together are compatible and help reflect the culture of the market.

Tagline
Normally a tagline is a short phrase that captures essence and personality but my decsion to use 'One city under one roof' was influenced by feedback on the market in primary research. I believe this quote although its long for a tagline, sums up the spirit of not only the Grainger Market but also Newcastle in general. People from all walks of life enter the market to shop and socialise therefore I felt this tagline captures that image and will evoke an emotional response.