Decision
Everything comes from the building. The symbol and the MCV monogram are drawn on the geometric grid of the main façade, and the C ends in a chevron so it can never be read as a € sign — a detail that matters in a place where people go to spend money. The palette comes from the market's own materials, Blau Rajola from the tiles and Pedra de Xàtiva from the stone, with one colour scale for each area: Carn, Peix, Horta and Bar, all named in Valencian. Syne Medium gives the titles character; Inter keeps everything readable, from a price tag to a web page.
Outcome
A modular system that works from a stall sign to the website, Instagram, street banners and wrapping paper. Each area has its own name, colour and sub-mark, so people find their way through the market before they even read the sign. One rule throughout: if it's in the brand, it's in the building. The cotorra stays on the dome; the brand starts from the rest of the building.
