Queen Victoria Market

Brand Identity Design

Queen Victoria Market’s new brand identity was designed after thorough analysis and collaborative discussions with traders, stakeholders and Queen Victoria Market management. Creating a much greater sense of place for Melbourne’s iconic destination was critical in repositioning the market.

The new brand is represented by a vibrant palette of colours to symbolise the energy and diverse experiences of Queen Victoria Market; set around a black square that mirrors the Market’s city grid footprint.

Rather than reinforce the market’s historic traditions, we chose to present Queen Victoria Market as a vital part of Melbourne’s evolution, able to adapt and be relevant in a competitive environment.