lexington market brand strategy & community commitment...a big role in providing food, services...

Lexington Market

Brand Strategy & Community Commitment

2

Lexington Market Agenda

Agenda

Overview

What is a Brand Identity?

How Do We Develop an Informed Brand Identity?

Building the Brand Identity

Q&A

Be Part of Our Community

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4

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Lexington Market Overview

In our continued efforts to work collaboratively

with the community on the transformation of

Lexington Market, we would like to share our

process and research as we develop a new

brand identity.

Lexington Market What is a Brand Identity?

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Lexington Market What is a Brand Identity?

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A brand identity is more than just a logo. It is the entirety

of an organization’s expression of itself to the world. This

includes a visual language that is used, as a kit-of-parts,

to help tell a brand’s story.

For Lexington Market, the brand identity encompasses

the following key elements.


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Lexington Market

A brand identity is more than just the logo.

Signage + Navigation

How do you get around the

Market?

Logo

Look + Feel Typography

Color palette Illustration

Photography

Environmental Graphics

What does the Market feel like?

Building Architecture

Public Programming

How does the Market fit into the

community?

PL AC E M A K I N GB R A N D I N G

Brand Extensions

Website + materials talking about the Market

Messaging

Written language Spoken language, Campaigns + ads

+ Tone


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Lexington Market

A brand identity also consists of the physical space.



Market?

Logo

Brand Extensions

Website + Materials talking about the Market



Photography

Messaging + Tone


Public Programming


community?



History, culture, branding, art


8

Lexington Market

Together, these all make up Lexington Market’s Brand Identity.

LexingtonMarket



Market?

Logo



Photography


History, culture, branding, art


Public Programming


community?


Brand Extensions

Website + materials talking about the Market

Messaging

Written language Spoken language, Campaigns + ads

+ Tone

Lexington Market What Informs our Brand Identity?

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How do we develop an informed Brand Identity for Lexington Market?

What informs our Brand Identity?

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Lexington Market

We are informed and inspired by:

1. Community Engagement

2. Research – Historical Context

3. Guiding Principles

4. Market Analysis

5. Branding & Placemaking Goals

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1. Community Engagement

Since the very beginning of the

process, the Transform Lexington

Market Team has been asking

Baltimoreans about Lexington

Market in public town hall

meetings and through our online

survey at lexingtonmarket.com/

transform.

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1. Community Engagement – Survey Data

Where do you live?Answered: 246 Skipped 53

What is your Age?Answered: 250 Skipped 49

What is your race/ethnicity?Answered: 246 Skipped 53

What is your approx. avg. household income?Answered: 238 Skipped 61

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

BaltimoreCounty

HowardCounty

Anne ArundelCounty

OtherState

BaltimoreCity

Under 18

18-35

36-55

56-65

65 +

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

As

H

White orCaucasian

Black orAfrican...

Hispanic orLatino

ian or AsianAmerican

AmericanIndian or...

Nativeawaiian or...

Other (pleasespecify)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

$0-$9,999

$10,000-$24,999

$25,000-$49,999

$50,000-$74,999

$75,000-$99,999

$100,000 +

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

What is your gender?Answered: 248 Skipped 51

0 % 10 % 20 % 30 % 4 0 % 5 0 % 6 0 % 70 % 8 0 % 9 0 % 10 0 %

Non Binary

Other(Please Specify)

Male

Female





0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

BaltimoreCounty

HowardCounty

Anne ArundelCounty

OtherState

BaltimoreCity

Under 18

18-35

36-55

56-65

65 +

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

As

H

White orCaucasian

Black orAfrican...

Hispanic orLatino



Nativeawaiian or...


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

$0-$9,999

$10,000-$24,999

$25,000-$49,999

$50,000-$74,999

$75,000-$99,999

$100,000 +

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%





0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

BaltimoreCounty

HowardCounty

Anne ArundelCounty

OtherState

BaltimoreCity

Under 18

18-35

36-55

56-65

65 +

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

As

H

White orCaucasian

Black orAfrican...

Hispanic orLatino



Nativeawaiian or...


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

$0-$9,999

$10,000-$24,999

$25,000-$49,999

$50,000-$74,999

$75,000-$99,999

$100,000 +

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

In our survey, we asked questions

about their perceptions of

Lexington Market and what they

hope to see in the future.

The survey has gotten responses

from over 300 people.

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What are the elements

and features of Lexington

Market that you have loved

over the years?


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How can we make

Lexington Market better?


“Preserve the history and authenticity of the market. Don’t gentrify it.”

“...keep the authentic market feel...”

“Clean & improve aesthetically without removing the true culture.”

“Don’t displace and gentrify the area.”

“Keep true to the history.”

“It is unique and ‘real’. Don’t mess with that.”

“Keep the Baltimore charm that is accessible to all income groups.”

“Keep the old Baltimore look of it…”

“This market should reflect Baltimore in every way.”

“Make it inviting to ALL.”

“Tap into the LOVE that our residents have for the space…”

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“ I love how every Baltimorean, no matter what generation they come from has a story

about their trips to Lexington Market either as a child or adult. I always looked forward

to going to the Lexington Market with my mom as a kid. Even when I visited as an adult,

those old memories came back. There’s nothing more “Baltimore” than Lexington

Market. I’m sure most Baltimoreans would agree!”

“ The history is one of the best things I love about this place. It’s such a beautiful thing

to know that it’s being redone in a significant way. The bakeries and chicken spots are

among my favorites.”

“ !DIVERSITY / INCLUSIVITY! Lexington Market is not just a place, it’s treasure is it’s

people and the communities it serve.”


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What other community

programming, outreach

activities, and events do

you think are important

to have as a part of

Lexington Market?


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17There is an abundance of history to reference and be inspired by.

2. Research — Historical Context

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Lexington Market has served Baltimore and its surrounding communities for more than nine

generations, providing a wide array of multicultural culinary experiences and a public space for

commerce and community.

2. Research — Historical Context

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Community

Lexington Market is an inclusive, affordable,

and communal space where individuals

from all backgrounds can gather and coexist

harmoniously.

—

“...people from all walks of life come together...”

“ It’s deep and rich history, colorful vendors, seeing

all of Baltimore represented and together…”

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Lexington Market


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Heritage

Lexington Market is a Baltimore City institution

that has served its community for more than

nine generations. It continues to extend that

sentiment for future generations to learn from

and uphold.

—

“ My father had his favorite vendors where we

would get meat, seafood, vegetables, etc. Over

the years I have continued to visit Lexington

Market where I have my own little tour.”

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Lexington Market


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Sincerity

Everyone at Lexington Market knows and respects

the hustle, because they practice it daily — it isn’t a

profession, but a way of life. Its vendors, community,

and partners share a commitment to delivering a

quality Baltimore experience at the market.

—

“ I loved coming to Lexington Market with my father

when I was a child back in the early 80’s, the streets

buzzing with life and aspirations, the distinct smell

from your favorite spot; mines was King Sandwich,

grabbed hold of your nose. ‘First stop warm peanuts,’

my dad would say.”

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Lexington Market



Nourishment

Food ties people together. Lexington Market, will

be filled with an abundance of fresh food and unique

culinary profiles ensuring there is something for

every appetite and every price range.

—

“ My greatest memories include me and my mom

shopping for produce. As a child I was amazed with

the array of colors and variety of things available. I

loved the fact that everything was so fresh. I couldn’t

wait to get home and try the peaches, cherries and

all the other items we hand picked from the stalls.”

Lexington Market


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We know there are other markets (public and private),

grocery stores and food options in Baltimore City that play

a big role in providing food, services and entertainment.

At Lexington Market, we want to leverage the

surrounding districts, neighborhoods & cultural points

of interest including:

• Bromo Arts District + Market Center

• Hippodrome Theatre + Everyman Theatre

• Camden Yards

• University of Maryland Baltimore

4. Market Analysis—Neighborhood

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4. Market Analysis—Positioning

What is Lexington Market?

• Public Market (food/goods)

• Community Space

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• Community Space


Who’s the market for?

• Area residents

• Existing local patrons

• Existing vendors and prospective vendors

• Prospective city and regional patrons

• Baltimore residents that love their city; Baltimore foodies

• History Aficionados

• Tourists

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• Community Space

Who’s the market for?

• Area residents

• Existing local patrons

• Existing vendors and prospective vendors

• Prospective city and regional patrons

• Baltimore residents that love their city; Baltimore foodies

• History Aficionados

• Tourists

Why come to the market?

• Explore a wide range of multicultural and diverse culinary options at varying price points.

• Experience the true essence of Baltimore.

• Step into a piece of living American history.


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Lexington Market has the widest range of

Baltimore food and culture in one place, granting

local Baltimoreans and tourists the opportunity

to experience the true Baltimore.

4. Market Analysis—Positioning Statement

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• Celebrate the market’s history and legacy.

• Maintain open dialogue with local residents and the Baltimore community to support the future of the Market.

• Support the market’s vendors that will help the market operate as a successful business for years to come.

• Create a brand identity and a space that is inclusive and welcoming to all—establishing a local following that compels tourists to visit too.

5. Branding & Placemaking Goals

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Lexington Market Analysis & Brand StrategyLexington Market Building the Brand Identity

Building the Brand Identity

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Lexington Market Building the Brand Identity

Lexington Identity & Logo History

1890s

1980s 2000s 2015 2020

1913 1950s 1976

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The Iconic Roof-line as Logo Inspiration

LEXINGTON MARKET | BUILDING IDENTITY CONCEPTS | 10.09.2020 11

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Scale: NTS

Scale & Placement Studies

Historical Exterior Branding Studies

Inspiration

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Historic Letterforms and Composition

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2000s Signage

Branding StudiesInspiration


Baltimore Painted Signs Inspiration


A Historic, Yet Contemporary Geometric/Architectural Typeface

Historic Baltimore Sign Painting Sign Painting Manual 1902

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Color Inspiration (A)

Foods of Lexington Market

Inspiration Potential Color Palette

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Color Inspiration (B)

Geometro, Pat Alexander Lexington Market Metro Station, 1981-83

Inspiration Potential Color Palettes

Color Palette Studies

A.

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Historic Composition + Iconic Roof-line — As Logo Inspiration

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Historic Composition + Iconic Roof-line — As Logo Inspiration

37

Lexington Market Building the Brand IdentityLexington Market

Iconography: Simplified visual images

and symbols used in a work of art to

represent or identify objects or themes.

We want to celebrate notable and

quirky aspects of Lexington Market and

Baltimore, by integrating illustrations

that highlight local landmarks, Baltimore-

centric icons, symbols, important people

and even folklore.

We see this as a fun opportunity for

the community to contribute their ideas

and sentiments about the Market.

Iconography

Examples

- Historic Lexington Market building

- Lexington Market Bull

- Can of Old Bay

- Crab

- Waffle

- Muskrat

- Lumpy Crab Cake

- Bromo Seltzer Tower

- Hippodrome

- Camden Yards

- Preakness

- What else?

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The Lexington Market brand identity

will ultimately be driven by the voice of

the people. Personal stories and quotes

will highlight the heritage and culture of

the market—celebrating the market’s

communities, vendors, and products and

creating an identity that is unmistakably

Lexington Market.

The Market Voice — Messaging

39


The Lexington Market Public History Initiative seeks

to collect, archive, and tell the stories of Lexington

Market, Baltimore’s largest public market and an icon

of culinary and cultural heritage.

Core Partners

- The Peale Center for Baltimore History and Architecture

- Baltimore Heritage

- Baltimore Public Markets Corporation

- Lexington Market, Inc.

- Market Center Community Development Corporation

- Seawall

The work is partially enabled by a Pathways Grant from the Maryland Center for History and Culture.

The Market Voice — Stories Public History Initiative Conducted by The Peale Center

Be Here Stories App by The Peale Center of Baltimore

40


Several key artifacts have been identified

for adaptive reuse, such as the stained glass

window, market bell, and neon signage,

creating a direct link to the past.

Additional market artifacts and graphics

will be reimagined as new graphic experiences

that honor the nostalgia but will age more

gracefully creating a timeless expression

of Lexington Market.

What other artifacts or historical aspects

should we consider integrating?

Lexington Market

Placemaking

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Lexington Market Analysis & Brand StrategyLexington Market Q& A

Q & A

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Lexington Market Q& ALexington Market

1. Does this branding initiative for Lexington Market, as presented today, align with our project goals?

- To celebrate the market’s history and legacy.- To consider and hear from local residents and institutions. - To help set up the Market’s vendors for continued success. - To properly represent the Market and Baltimore.

If not, how can we do better?

2. What other artifacts or historical aspects should we consider integrating?

3. What iconography and illustrations should we consider to depict, or represent, Lexington Market and Baltimore?

Q&A—Add Your Voice!

Do you have a question for our design team? Share your thoughts!

Z O O M

Ask us a question under Q&A or send us your question directly in the chat.

FA C E B O O K

Ask us a question directly in the chat.

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Lexington Market Analysis & Brand StrategyLexington Market Be Part of Our Community

Be Part of Our Community

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Lexington Market Be Part of Our Community

To share your stories with The Peale Center:

• Visit www.thepealecenter.org

• Call 1-833-TEL-STRY

• Download the “Be Here Stories” for iOS

(Free App)

To share artifacts, documents or memorabilia

with the public historian:

• Email [email protected]

• Visit thepealecenter.org

To be Involved in the Future of the Market:

• Watch for our follow up email with a survey

for additional feedback

• Visit transformlexington.com

• Sign up for our Newsletter for more info

on upcoming events and project updates

• Join us at Town Halls, Community Gatherings,

and on Community Listening Tours

• Follow us on Instagram and Facebook:

lexington_market

Be Part of our Community

Thank You

Version 7 | 1.12.21

lexington market brand strategy & community commitment...a big role in providing food, services...

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