The SF Market – San Francisco’s original and only wholesale produce market – is home to a diverse range of 30+ merchants supplying fresh fruits and vegetables to food retailers and restaurants throughout the Bay Area and beyond. A pillar of the Bay Area’s food system, the Market provides critical food infrastructure that helps hundreds of small businesses and their communities thrive. The Market, as part of a significant reinvestment project to upgrade and expand its facilities – and audiences – tapped Trinity for a major rebranding effort to drive home the critical and vibrant role it plays in the Bay Area’s food economy and the broader community it serves.
The new identity system vividly brings to life the market’s vital role in growing and sustaining a healthy, flourishing Bay Area. The logo strikes a balance between being a rock solid, stable business, and letting the dynamism of the market shine through. Strong indigo letterforms make it clear this is a longstanding and important B2B marketplace, not a farmer’s market. And the leaf logo expresses both the vibrancy and centrality of the market. Working on many levels, the leaf is alternately an organic shape sprouting from the wordmark, a roadmap leading in and out of “SF,” or a topographical farmland landscape. Eye catching murals, signage and wayfinding infuse The SF Market and its neighborhood with new energy and color.