A logo-system for Union Market
Union Market is a place all about its people. It's an authentic market in the heart of DC, a launch pad for local entrepreneurs and artisans, and a true gathering place for the community. The existing logo representing the 45-acre district, a simple sans-serif wordmark, was sufficient, but it fell short of its true brand-recognition potential without a proper symbol. Like NBC without the peacock or McDonalds without the golden arches. It lacked the ability to adapt to all channels of today's digital branding world and It failed to convey any of the brand's message.
Union Market needed a logo to reflect the spirit of the community, a fluid brand identity that could function gracefully in all application and it needed to look cool. The solution was a highly-functional "logo system." A graphical framework that could shift and change, allowing a brand to speak beyond it's own name; inspiring ideas, spurring conversation and speaking to issues in real-time.
The new "UM" ligature is a proposed amendment to Union Market's current word-mark, in an effort to maintain existing brand recognition.