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The design for the corporate image of the Mercat Ecològic del Vallès (a farmer’s market) is based on the concept of dynamic identity. The main logo can be adapted for every different application. Following the style guide, we can substitute the text, colors can be altered and the images that make up the background can be changed too. (The style guide includes a clip gallery of silhouettes of typical market products.)
This ensures that the basic elements of the logo will serve as building blocks for signaling the market or to head corporate communications elements without resorting to the classical branding solution with the logo appearing in all the elements.
With this solution, such forced branding is no longer needed and spares applications of logo overload. Elegance arises naturally because all corporate values are reminded without resorting to repetition. For example, a market stall selling cheese can be branded just by using a sign with the word Cheese in the corporate font over a background of silhouettes of dairy products, gaining on simplicity through adaptability.