Faneuil Hall Marketplace is a historic landmark in downtown Boston, Massachusetts. Built more than 250 years ago as a meetinghouse and marketplace selling foods and goods to the citizen’s of Boston. Today, it is the seat of American history and one of the most famous shopping and dining experiences in the country. It is in this sprawling 6.5 acre area of the city sits the four main buildings that make up the marketplace. Faneuil Hall is the key historic edifice, while the Quincy Marketplace occupies 3 enormous buildings is the social, entertainment, shopping, and gather hub of this inner city mecca. Containing many national, international and local shops and kiosks, restaurants, bars, clubs and the world-renowned food court within the vast halls and an assortment of street performers and entertainers of all manner, there is always something of interest to the whole family.
In my exploration of a re-branding of this multiplex facility, I had researched the history, the features and functions and the attractions along with how it is presently marketed. My intention from the outset was to emphasize the vastly diverse culture of this facility. I wanted to maintain the historical significance while also emphasizing the modern, energetic, lively party-like atmosphere that keeps 20 million visitors per year coming back. One of the key elements of Faneuil Hall, a part that has a substantial and amazingly interesting story of its own and is somewhat undermarketed is the weathervane that adorns the roof of Faneuil Hall. This 80 pound gold leafed copper grasshopper has stood atop the dome of this great hall since 1742. For 267 years it has weathered the changing course of this nations growth, kept watch as the many famous and influential people like; Samual Adams, George Washington, Susan B. Anthony, Bill Clinton, and Sen. Ted Kennedy have formed the political foundations of the nation.
The new identity concept builds upon this iconic emblem with a stylized symbol that is indicative of Americana era signage with brilliant, lively colors to emphasize the festive nature of the marketplace.
To aid visitors in finding their way around this extensive site, each building is assigned a specific color scheme. These colors are used on banners and signage to indicate which building you are in or approaching. These external banners further more feature building name and entrance numbers. Supplemental banners further enhance the celebratory nature by featuring seasonal and holiday appropriate graphics.
Each department’s (leasing, events, education, etc) stationery depicts varying visual treatments and color palettes.
