Mercados de la Ciudad

Mercados de la Ciudad identity project aims to generate a consistent, symbolic and attractive visual communication proposal for the network of local markets in Mexico City. The project seeks to change the way in which Mexicans and foreigners live the experience of visiting, buying or working in a traditional market. Five iconic markets in the city were used: Mercado de Jamaica, Mercado de Coyoacán, Mercado de Sonora, Mercado de la Lagunilla and Mercado de Medellín. The branding system is centered around a typographic logo made with the initials of each market. The outer shaped square refers to the architectural design in window frames found in old traditional Mexican houses. Each logo was transformed into a texture and was colored based off the most representative colors of the products found in each market. The entire system adds up to a colorful, dynamic and vibrant design created as a graphic network that could be applied to all local markets around the city.