The El Paso Downtown Art and Farmer’s Market was started in 2011 as a year-round, open-air market offering original arts and crafts, food, regionally grown agricultural products from artisans and regional farmers, and live entertainment from local artists. The original name and logo focused heavily on the Downtown space. As DAFM grew in popularity, welcomed more vendors, and collaborated with event owners across the City, a new name and identity became necessary. DAFM came to us with a new name, The Market, and requested a rebrand to celebrate the City of El Paso, the vibrant artisans, and the region’s growers and food cottage vendors, without visually tying it to one specific district.
Our designers thoughtfully considered the local culture, the Chihuahuan Desert, artists and vendors of the market, and the nature of unique, hand-made items as they began crafting ideas for the new logo. We also explored vibrant and fresh colors to align with the charm of the energy of The Market. The resulting logo design features papel picado, the traditional Mexican decorative craft, emblems of common farmer’s market finds, and an adaptable space that can feature the location of The Market as it moves throughout the City and hosts popup events. The Market received an abundance of positive feedback from the community about the new name and logo.
