Union Market needed a logo to reflect the spirit of the local entrepreneurs and artisans that makes up its community. It needed a fluid brand identity that could function gracefully in all applications and without disrupting the existing brand. The solution was a multi-functional logo system that could be adapted, allowing the brand to speak beyond their own name.
The "UM" ligature was proposed as an amendment to Union Market's existing word-mark in an effort to maintain brand recognition while offering branding power.
