In the spring of 2017, we were hired by the Jamestown Renaissance Corporation to collaborate on a rebrand of their existing Downtown Farmers Market which would would reopen in June under a new name.
The revitalized Jamestown Public Market is a culmination of farmers market staples including fresh produce and flowers, baked goods, local honey and maple products in addition to hand made goods by local artisans. Gourmet foods and live music make this weekly downtown event a delicious experience for the whole family.
To start the creative process, we met with the Event Coordinator to discuss her vision for the future of the Public Market and to reflect on the evolution of it’s historic presence within the City of Jamestown. From the beginning, we both expressed a desire to preserve this more-than-a-century-long tradition with the development of a timeless new logo.
The requirements for this new mark were simple— create a fresh visual identity that would stand the test of time and with an ability to seamlessly adapt to seasonal collateral updates and/or new advertising trends.
Classic, clean and simple: The final logo, as shown below, features a bold, sans serif typeface that is a direct homage to the original signage seen in early market photos. A timeless approach, this concept will easily work in an array of seasonal collateral or new yearly themes for the market.
The addition of an interchangeable icon adds an another level of interest to the logo and provides an outlet to further highlight the scope of the market. These logo variations can be quickly created in-house based on the needs of the market using any number of stock image resources and adapted into utilitarian purposes including signage throughout the market.
JUST FOR FUN
The sample storefront shown above was a thoughtful look ahead into the future of the market— showcasing how the logo and suggested typefaces can be paired into sleek, informative environmental design on the front of the market.
ALSO, WE THOUGHT WE’D SHARE
SOME OF THE IDEAS THAT DIDN’T MAKE THE CUT
Vintage, news style — this mockup, features a block serif typeface that reflects proximity of the markets location to the former Jamestown Journal building.