The SF Market

Rebranding a San Francisco Institution

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.

Brand Strategy / Naming & Tagline / Brand Identity System / Signage / Environmental Design / Website / Business System / Promotional Video / Messaging / Brand Guidelines

Attracted more than $13 million in capital revenue for its upgrade and expansion project

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.

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