2011 LCC MAGB&I UNIT 3 The Major Project ReportYunjung Lee (Clara)

Revitalising Noryangjin fish market

2011 LCC MAGB&I UNIT 3 The Major Project ReportYunjung Lee (Clara)

Revitalising Noryangjin fish market

“Verbalising design is another act of design” _ Kenya Hara

Introduction

i. Objectives Statement of intent 6 - 7 Research Question 8 ii. Brief Contexts 9 - 15 Field of study 16 - 23

iii. Methodology 24 - 31

Process i. seven experiments 32 - 41 ii. rebrand & outputs 42 - 45

Conclusions

Critical reflection 46 - 47

Bibliography 48 - 51

“Revitalising Noryangjin (Korean traditional) Fish Market ” comes from several questions about some traditional markets and open air- stalls markets in UK. ‘What are the certain aspects that attract people, not only tourists but also local people to visit and enjoy Borough Market?’ As opposed to Korea, where for the last 10years there are serious problems of decreasing popularity of traditional markets that are affecting large numbers of stallholder’s economy negatively.

Can I learn beneficial attributes from popular markets and then suggest solutions to revitalise a Korean traditional markets?’

Introduction i. Objectives

statement of intent

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These starting questions make me focus on ‘(Noryangin) Korean traditional fish market’ which has been one of the cornerstones of Korean economic development since1927, functioning as a trading, exchanging products(mainly seafood), communicating information area.

In other words, it was an essential place for people wholive in that area socially, economically and even culturally. However, it has been losing its popularity andcompetitiveness dramatically due to the lack ofawareness of the changing needs of customers andfast shifting contemporary environment aroundthe market.

The main reasons for choosing this Korean fish market,as my MA final project is that,

First, the traditional fish market holds an importantposition in the local economy.

Second, it has numerous potentials and benefits to have their heyday again for both:customers and sellers. Lastly, the market has clear reasons to stronglyreinforce functions of market as a social and cultural place on top of their previous functions as a trade and selling place.

rationale

7

1996

750,000

2004

the

num

ber

of t

radi

tiona

l sel

lers

increasing competi-tors such as discount markets, department stores, online and home shopping

changing needs of customers

lack of awareness of the fast shifting contemporary environment

2009

610,000

Fish market is dying

The primary aim of the project is to enable the Noryangjin(Korean traditional) fish market

to regain competitiveness for becoming a vigorous and active marketplace to attract people like in the past. In addition, by “rebranding” the fishmarket, it could adapt and adjust to the consistently moving contemporary circumstances.

aims

reseach question : How can rebranding Noryangin fish market help revitalise it?

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Contexts. market

Introduction ii. Brief

Definition of market: public building or place wherepeople sell goods on tables called stalls (from Macmillan dictionary)

Roles of market in contemporary era: for communicating, experiencing and entertaining have been strengthening.

The market is no longer a place just for trading,selling and buying products or services. To be a loved and influential market, It should be a spatial environment to make people get involved in commonplace and share their experience each other and then build certain relationships between people and the place; market.

“Markets are very social places, as well as centres of trade. It’s very clear that the market does play an important partin a lot of people’s lives.” – Chairman of the board of trustees of Borough Market.

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traditional markets in Korea

1. Economic place : distribution of products and trade functionUntil 1950, several traditional markets played essentialrole for distribution of foods and products.

In addition, the market was the place to make profits for both suppliers and retailers who live near that place bycreating jobs related to selling, trading, distributing, promoting products, which improved the economy ofnot only individuals but also of local, and province.

The traditional markets in Korea have been changing and developing according to theincreasing population, the advance of society and economy. At the same time, those have been functioning greatly for a long time as several roles.

“If you want to know certain area, visit their market” - an anonymous Korean common saying

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2. Social place : local community space for communicatingPeople could get news and share updated informationon their certain products and market. For instance, they introduced new job offers each other and consult their problems about products and get some advices from retailers and between customers.

Therefore, people could share what they have in common and enjoy staying in and experiencing thatmarket.

3. Cultural place : Foundation of local residents’ livingThe history of the traditional market in Korea has comeback from 1600’s. For a long time, markets have been reflecting local people’s lives naturally and purely.

It was the place for meeting other people: family,relatives and colleagues. Also, they held several partiesand conferences for sharing foods and products and introducing brand new ways of agriculture. Thus people can gather and enjoy the market place,consequently that could make a culture.

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Noryangjin Fish market

what Industry Wholesale / retail Item Fish, shellfish Shop 894 shops

when history Since 1927 Open hours Everyday (including public holiday)

who Wholesale Trader, dealer, stallholder, trustees Salesmen, cashiers Retail Local people, tourists (a little bit)

where Noryangjin-Dong ,DongJak-Gu, Seoul, Korea www.susansijang.co.kr

how Past: Fish market was thriving. Present: it is dying.

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Consequently, Noryangjin fish market was popular in the past. However, now it is dying mainly because of the lack of awareness of the changing needs of customers and the fast shifting contemporary environment around the market. Besides, while other competitors such as discount markets, department stores, online and home shopping have been developing continuously to attract customers, the fish market have stayed in the same situation.

Why- SWOT analysis

Strength

1. long history 2. trustworthy quality 3. affordable price 4. easy access (centre of Seoul, comfortable public transportation)

Opportunity

1. increasing interest of healthy and wellbeing food 2. need urban place for local people 3. Increasing foreign tourists

Weakness

1. Not enough facilities (toilet, car park, for stay, relax, eating) lack of customer-centred place 2. Hard to navigate (no map, no way finding) 3. Do not have an integrated, organised visual identity giving sporadic atmosphere 4. Do not do branding

Threat

1. preference for department stores and big discount market 2. increasing new markets channel (online, home shopping) 3. changing life style, pattern of consumption 4. strong public’s perception of wholesale market

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Case study1> Borough market (UK)

Borough market was opened in 1755, for centuriesBorough Market has been supplying food to London and surrounding countries. Most people know it today as a bustling retail food market, but for much of the last century at least, it was best know as wholesale fruit and vegetable market. It is changing its function more to a retail marketas opposed to its original role as a wholesale place.

The recent renaissance of Borough Market has helped turn what was a depressed inner city into a thriving community once more. Remarkably, at the core of its revival lie roots that stretch back hundreds of years, and whose influence can be felt in the very fabric of its contemporary usage, and the redevelopment of its historic architecture. (Civic Books 2005)

Borough market has beenmeeting the new retailcustomers needs and amending it’s service toadapt to customerschanging requirements.

As opposed to the Noryangjin fish market’s depression, there are several traditional marketsbut still popular and even getting popularities more than the past. These successful markets could be useful models to look for beneficial personalities and compare attributes.

case study oftraditional food markets

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Case study2> Karato fish market (Japan)

During weekdays, the Karato fish market plays the role of wholesale and

offers special opportunities and experiences for customers.

people can observe and participate in the bustling auction in the fish market. In addition, the strong point of becoming one of the most popular tourist attractions is the fact that Karato fish market provides hundreds ofseafood stalls that serve the freshest Japanese traditional seafood meals such as sushi and fish soup to customers during the weekends.

Therefore, from Friday to Sunday and holidays, this place is crowed with customers, local and foreign tourists to taste fresh seafood dishes right before peoples eyes and to enjoy this vigorous and lively atmosphere.

What I learned from the above popular and successfulmarkets could be specified into two common aspects.

Firstly, they have been flexibly changing markets functionsin order to adapt and adjust to customers changinglifestyles and the new pattern of consumption.

Secondly, they have been functioning as a place not only for the original role of market, the trade and sale of products or services, but also

to give a more special “market experience” which differenti-ates itself from other shopping channels such as discount markets, department stores, online and home shopping. Until now, those markets were able to influence a customer’s life and be loved by people continuously in spite ofincreasing numbers of new media for shopping like online websites and TV home shopping channels.

Hence, the Noryangjin fish market needs a facelift to be a new market place not only to sell seafood but also to become an enjoyable and engaging place to provide a positive market experience.

redefine research question : How can rebranding Noryangin fish market help revitalise it?

:How can rebranding for Noryangin fish market help revitalise market experience by creating a new visual atmosphere? 15

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Theory 1. Brand experience

Giving the holistic brand experience to customers in diverse dimensional ways is not just about mass-produced, quality-assured, functional packaged product, pantone numbers and type faces

but a collaboration of every aspect that are touched by peopleIn other words, by being displayed holistic place, people can experience the brand in numerousways-through the people who sell it, the product itself, the people who provide after-sales service, the relations to it of friends and colleagues and so on. (Clifton 2009, p.97)

Exit/ Entry Stamps for passports at internationalairports

The entry stamp depicts an airplane pointing right, and the exit, one pointing left. People might see the moment of contact between stamp and traveler as an “ah-ha!” mo-ment, when the traveler, not expecting the message, falls into a bit of a panic, which upon the instant of under-standing turns into a small exclamation point in the back of people’s mind. This “ah-ha!” is positive and full of goodwill. If these stamps were used at Japan international airports, where 10,000 tourists a day begin their visit to Japan, they could create 10,000 positive ah-ha’s a day, or 10,000 friendlyfeelings, borne via this small taste of hospitality.(Hara 2007 p.33)

The field of study in which I focused my research is categorised into 4 facets;

Brand experience, emotional branding,visual identity and generative identity. According to my research of Noryangjin fish market and various markets so far, what I found led me to concentrate on rebranding the Noryangjin fish market to give a positive market experience by creating a new visual identity.

field of study

ii. Brief

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Signage system for a Clinic (Umeda Hospital)

The most distinctive feature of the clinic’s signage is thatall of the signs are made of cloth, white cotton. All of the signs are designed for easy attachment and removal, like shower caps. So as soon as it’s dirtied,it can be replaced with a clean one and laundered. Keeping such an easily soiled material as white cotton con-stantly clean demonstrates the utmost hygiene toboth visitors and patients. (Hara 2007 p.164)

The temporary enclosure for the renewal construction of Matsuya Ginza department store 2001

The image of a huge zipper was designed, whose panels were shifted to the right, together with the enclosure, as each stage was completed, making it appear as if thezipper were being unzipped little by little. This unzipping performance was meant to raise anticipation for the completion among passers-by and active customers. (Hara 2007 p.179)

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Theory 2. Emotional branding The effect of the five senses on consumer behaviour: Sensory experiences are immediate, powerful and capable of changing our life profoundly.

Carefully crafted sensory appeals can create consumer preference that distinguishes a brand from others. Consequently, stimulating by sense could build relationship between brand and users.

Haptic_ Awakening the Senses

“Haptic” means relating or pleasant to the sense of touch. To put more plainly, the term indicates an attitude that take into consideration how we perceive things with our senses. A human being is a bundle of senses working hard to receive the world. Human sensors are boldly open to the world. They aren’t “receptor”, but active, positive organ. (Hara 2007 p.68)

Juice Skin

To design is to “build” a structure with an image inside the mind of the recipient. In this case, the materials are not only external stimulation but also massive amounts of memories awakened by stimulation. Designing highlights subtle differences between recalled memories and realty. (Hara 2007 p.92~94)

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Turning Tokyo into Vinyl and Stripes (produced by Emiko Ai)

This was an experiment to discover the essence of “resort” in the colour and texture of vinyl and stripes and apply it to real street scenes. The road signs turn into vinyl. This overlays even onto negative signage with a warm hearted atmosphere.

Sometimes the persuasive power of the visual surpasses the eloquence of logic. (Hara 2007 p.399)

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Practice 1. Visual IdentityThere are various expressions and meanings of visual identity. I tried to find the definition of visual identity that is most closely related to my project, the market. Above all, visual identity could give the distinguishing attributes or aspects to an individual brand. Also,

by having a well-organised and controlledvisual identity, the brand can have value andunique personality,which is differentiated from other competitors among the same industry and ultimatelybeyond the boundary in which that brand belongs

Borough market (UK)

Logotypes, signage, colour and typeface are controlled under the systematic and unified visual identity planning. As a result of a visual identity system, Borough market can create a unique , lively and intriguing surrounding market.

Identity for food market

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Karato fish market (Japan)

By using various vivid colours as a part of visual identity, Karato market could give a vibrant and energetic market atmosphere.

Marcats de Santa Caterina (Spain)

Visual Identity is inspired by and related to the roof of market.

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Practice 2. Generative IdentityGenerating visual outputs: logo and identity system that evolve over time or across different applications or that change, chameleon-like,

to reflect new contexts offer a valuable meansof keeping a demanding audience engaged.

“Generative art is a term given to work which stems from concentrating on the processes involved in producing an artwork, usually (although not strictly) automated by the use of a machine or computer,or by using mathematic or pragmatic instructions to define the rules by which such artworks are executed.” -Adrian Ward

Roppongi Hills

Roppongi mean ‘six trees’. The ‘six trees’ were reduced to six circles, providing the basis for a series of logotypes in different fonts, as well as operating as a logo in their own right. Designed by Barnbrook Design 2003. (Evamy 2007 p333)

TATE

Dropping the definite article from name and giving each location its own identity within the family : Tate Britain, Tate Liverpool, Tate St Ives and Tate Modern. Designedby Wolff Olins 1999. (Evamy 2007 p87)

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casa da musica music centre

New visual Identity for the music centre Casa da Musica in Porto, Portugal, built by Dutch architect Rem Koolhas. The building itself is a logo. The intention of the creation of the new identity was to show the many different kinds of music performed in one house. Depending on the music filling it, the house changes its character and works like dice cubes by displaying the different views and facets of the music. (Wiedemann 2009 p.63)

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analysis

seven experiments

testing & feedback

rebrand

iii. Methodology

analysis

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research question :How can rebranding for Noryangin fish market help revitalise market experience by creating a new visual atmosphere?

Mapping ofthe Noryangjin fish market

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1. engaging, experiencing, participating market

2. vibrant, active atmosphere

3. reflecting Korean food culture

1. To create a particular visual identity to communicate a focused message(monthly twelve fish) to the audience to encourage them to visit the fish market.

2. To promote Korean food culture - “enjoying visiting seasonal monthly seafood festivals located in province” into the fish market, and therefore, help Noryangjin fish market create a more positive market experience.

3. To reinforce several previous beneficial attributes (trustworthy quality, easy access) that the market have had until present, adding “new value” to become an “engaging” place.

4. To attract a core audience of local people, providing unique values that are distinguished from other shopping channels such as online, TV and home shopping.

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Key attributes

Key issues

focus on delivering message “Celebrating twelve months fishes” by visual identity.

In Korea, visiting a certain area (usually in the provinces) to taste seasonal foods incertain seasons has became a food culture tradition and trend amongst people of various ages.Because of increasing interests in a healthy, seasonal and well-balanced lifestyle,food is part of the concern for improved health.

Korean food festivals

UK food festivals

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Audience –Primary audience-> customers: Local people, tourists, families, friends and couples in various ages Secondary audience-- Trader, dealer, stallholder, trustees, Salesmen, cashiers

engaging

celebratory trustworthy

Creative-coordinates

A clean and neat grid based typography can deliver a trustworthy fish market’s attribute. On top of that, by exploring and experimenting with a distinctive visual identity tocelebrate the rebirth of the Noryangjin fish market, the market can make people more engaged and involved in this new rebranded place.

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seven experiments

This stage consisted of different explorations and approaches to narrow down the final outcomes. Respective individual approaches were affected by the previous approaches and influenced thenext trials. Thus, these whole processes are crucial to find appropriate outcomes. Each experiment will be discussed in the “process” part in detail.

1. fish typeface 2. papers fish 3. fish pattern

4. doodling fish 5. wired fish 6. wired fish logo

7. swimming fish

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testing & feedback

rebranding

Since my design processes are focused on experimenting and producinga variety of diverse materials, media and trials to find the right outcome, one of the key aspects is not only getting feedback from experts

but also amending, adjusting and improvingmy design approaches accordingly. My visual suggestions had to change many times and I had to attempt to find another new solution. Without this a range of approaches, the final outcome might not have been able to be clarified.

Ceaselessly various efforts have been made to be an engaging and lively brand of market.By bringing new visual identity and design outputs to life, what I created can revitalisethe fish market through rebranding. Subsequently, close relationship between consumers and the fish market can be formedfrom rebranding the market.

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After analysing the fish market so far, my starting point was to deliver focused the message

“Celebrating twelve months fishes”through a clear visual identity.

<Context-Experiment> ‘Context-Experiment’ is inevitably going to lead to a number of ‘failed’ experimental approaches, as each small ‘test’ is an attempt to gain feedback in the definition of the project focus. If an experimental piece of visual communication is unsuccessful when tested with a target audience or in a specific context, then this should still be seen as a positive exercise in gathering information on the project focus by determining what does not work, as well as, what potentially does.

Process i. seven experiments

1. fish typefaceI developed typeface based on scale and shapeof fish to express directly focused message“Celebrating twelve months fishes”. For example “March is the Snow Crab month””November is the Shrimp month”.

Two language (English and Korean) versionswere created because it is the Korean traditional fish market, and at the same time, the marketis trying to attract foreign tourists. Therefore, English and Korean both are required.

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Critical reflection

Actually, typeface came from scales and shapeof fish, but, consequently, it looks like needlepoint. Besides, this typeface is all capital letters

giving a cold and bold look and feel, and it is hard to read; lack of legibility.

Also this typeface has nothing to do with fish. I do not need to create a typeface, but rather find another way to express lively and fresh fish.

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Different coloured papers were cut out into fish shapes to give the free, raw and natural attributes of fish, which makes people feel easy to approach and engage in the market. Different kinds of materials such as papers (stiff, thin, transparent), acetate films and media were tested.

Critical reflection

It was the first trial to cut out papers into shapes offish, so I tried to cut out papers neatly, clearly and sophisticatedly resembling the shape of fish as exactlyas possible. As a result, the papers of fish looked like stationary sticks. But

I could find potential to develop more this method-cutting out material into fish shape. After then, I tired to use various materialsin different ways.

2. fish made by papers

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I tried to make patterns that consist of schools of fishes to give movement. To make patterns, I needed to follow regular grids and strict roles.

Critical reflection

By putting fish on the systematic and organised grids, a series of fish began to form a beautiful pattern. However, the patterns showed a contrast result.

A number of fishes are not movingbut look like they are attached to a flat wall.

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3. fish pattern

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Doodling twelve different fishes to make a friendly market environment and give positive experience. The colours were given to each twelve monthly fishes based on real fish colour as much as possible. Also, different bags to represent each month were created to carry what people buy.

After a tutorial, I was inspired by paper packages from Magpie Studio, which give a fun experience and make for a humorous atmosphere. Therefore, I applied this witty brand value to the fish market to provide customers and visitors with positive experience.

4. doodling twelve fish

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After my presentation, I was asked to make signage and interior to create environment in a holistic manner. So, by using doodling twelve fishes, wall of market, columns and corridors were decorated with humorous message to give positive experience.

Critical reflection

Doodling fishes gave too much craft, too complicated feeling. Doodling does not work here and does not give any natural feeling, still artificial. 37

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To find another way to make much more inartificial fishes, I needed to look for new andunfamiliar material or media. I was asked to use wire. Bending and handling wire wasa little bit difficult. It was hard to create the shape exactly the same as what I intended. Thus, wiring up fish roughly and unsophisticatedly could make for a intriguing and crudevisual identity. Several experiments using wired fishes were done.

First, I photographed the wired fish itself. Second, I took pictures of shadow of wired fish and the last, shape and shadows of fish together. After a series of explorations, I could find potential of wired fish.

Taking pictures of wired fish will be a main part of the promotional poster. Taking pictures of shadows didn’t work and didn’t give pleasant atmosphere to me.

Critical reflection

after making a promotional poster, I needed toconsider seriously 3 aspects

“scale, proportion and composition of fishand typography” to give strong impression. The positive thing was the fact that a bundle of real 3D fishes could stimulate my sense of touch and sight strongly.Hence, those real 3D fishes could be part ofemotional branding.

5. wired fish

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From shadows of wired fishes, I extracted only wired shadow shape to make twelve months fish identity. After that I chose twelve different colours to represent each fish arbitrarily.

Critical reflection

Fish is not stationary. Wire is too heavy for fish. It is not related to fish, it doesn’t look like fish. Thus I needed find another methods.

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6. wired fish logo

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I developed cutting out method more deeply from the second approach; “Fish made by papers”. This time, by using transparent vivid colour acetate film, I could express the celebratory and festival mood that I intended before. The important point was, in this stage,

I was substantially inspired and influenced by Henri Matisse, so after that, I tried to cut out acetate film as crudely as possible.

The process was

1. Cut out each fish in 5 seconds crudely, roughly and not neatly.

2. Drop and throw fishes freely to make random, natural and raw feeling.

3. Photograph fishes straightaway without amending locations of fishes.

4. Divide into twelve areas to be twelve monthly parts.

7. swimming schools of fish

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Critical reflection

Photographing randomly thrown fishes looks like swimming fishes in the water. Also those could give freely movement for fish. Those twelve parts could develop into twelve pieces monthly leaflets. I could use those leaflets in both ways; collecting all of twelve leaflets to make huge schoolsof fishes as a whole, and individually.

Also, in typography, I tried to take into account the

“hierarchy” thoroughly based on the grid system between body texts and heading texts and other secondary parts. Making 4 narrowed columns, starting from bottomto top, starting from the same baseline looks likecolumns are moving like fish.

Type goes bottom up could give movement and strict hierarchy could offer trustworthy attribute that was one of my creative coordinates. 41

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The outcomes for the project consist of 4 elements

“1 peice of poster/ 6 series of posters/ 12 month leaflets/ 3D fish models”to rebrand the Noryangjin fish market in a holistic and cooperative way. Constant efforts have been made to add unique brand values and to solve a number ofproblems that the market has by considering what I have found from the research.

1 piece of promotional poster

By wiring up fish roughly makes people pay attention to the poster and introduce the rebirth of the Noryangjin fish market.

Also, the crude, not neat, unsophisticated shape of the fish makes people engage with the fish market.

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ii. rebrand & outputs

6 series of generative/ successive posters

As one of generating visual identity, the intention of these continuous series of posterswas easy to be arranged and be changed freely depending on the circumstance.

These posters will be used to be adapted flexibly to diverse market environment. In other words, the posters are meant to be arranged differently according tovarious market places. For instance, if the wall or corridors are spacious, numerous pieces of posters will be harmonised with its surroundings to create huge schools of fishes.

Hence, these posters are not fixed but variable.

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12 monthly leaflets

These twelve leaflets are composed by useful information on representative twelve seasonal fishes, how to cook, shopping tips and health tips. These twelve monthly leaflets could make people enjoy and participate in the fish market by giving contents and information related to fish that customers could use in their daily life.

To sum up, visitors can experience the unique values of the fish market, which are differentiated from other shopping places such as discount supermarkets or online markets. Consequently, a strong relationship between consumers and the fish market can be created resulting in regular visiting customers.

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3D fish models

Not only by offering visual materials but also by stimulating people’s sense of touch, customers can perceive a distinct and lively market experience.

Since a human being consists of thousand of senses and sensors, these real, touchable and tangible 3dimensional fishes offer strong and attractive potentials as a part of an emotional branding by awakening the sense organs.

These 3D fishes also could show the possibility of future sculptures that are meant to be hung from the ceiling of the market. Also, fish sculptures might be laid down at the various spots in the market, which could become tourist attractions providing a pleasant circumstance.

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This was a project I embraced with great pleasure from beginning to now, even when I felt frustrated, lost, blocked and received negative feedbacks from other people. Since this project, Revitalising the Noryangjin fish market is a real existing market around local people in Korea including me. Beside it has a range of serious problems to be solved.

Therefore, whenever I visit there with my family or just pass it by, it brings forth a bit of empathy for it’s dying situation from several years ago. Hence, as a brand builder, the choice of this fish market, as a major project made me enjoyable and happy during the MA term time because I could get strong motivation and had clear reasons to push continuously. Moreover, it was a great and precious opportunity to be able to find the potential to inject the fish market with some positive vigour.

reflect on the project overall

I believe I was able to achieve the objectives proposed and answer my researchquestion to some extent. By making people visit this rebranded market, customers could find themselves enjoy this market and experience it positively in various ways.

In other words, visitors could use twelve leaflets to get useful information on fish and at the same time are stimulated emotionally by 3D fish sculpture models in themarket. Thus, this fish market could make their intriguing brand stories with customers.

Conclusions Critical reflection

answer research question :How can rebranding for Noryangin fish market help revitalise market experience by creating a new visual atmosphere?

summary statement

potential for development

The numerous experiments have been done during this project. Whenever I failed and tried to find another new exploration, in that processes, I could learn something that I have not experienced before. For instance, when I tried to use wire as a part of experiments, it was strange to me because it was my first time to use wire. However, I could find something unexpected and fresh.

This major project was substantially meaningful to me because it could broaden my perspectives of design and change my viewpoint of branding. For example, through different methods such as 3D fish models, identity and posters and so on, I could learn which ways were effective and appropriate approaches respectively under the holistic manner. Besides major project made me break the rules or boundary of visual communication by using inexperienced media and methods.

In the near future, I will propose my design outputs and strategy to the Noryangjin fish market and hope to work with them collaboratively.

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Bibliography

books

about marketCivic Books (2005) The Borough Market Book: From roots to renaissance

about graphic designRuedi, B. (2008) 100 graphic designers, 10 curators, 10 design classics, Phaidon Press, LondonSerrats, M. (2006) Sign graphics, Collins Design, New YorkBen and Elly, B. (2007) AGI : graphic design since 1950, Thames & Hudson, LondonRoger, F. (2002) Mapping : an illustrated guide to graphic navigational systems, RotoVision, Switzerland

about identityLars,M. (2007) Designing design /Kenya Hara, Lars Müller, BadenEvamy, M (2007) Logo, Laurence King, LondonJulius W (2006) Logo design, Taschen, LondonJulius W (2009) Logo design. Volume 2, Taschen, LondonJulius W (2011) Logo design. Volume 3, Taschen, London

about fishLieske, E (2001) Coral reef fishes : Indo-Pacific and Caribbean, HarperCollins, LondonS. Peter Dance and Geoffrey N. S (1990) Fish : classic natural history prints, Collins & Brown, LondonDoubilet, D. (2003) Fish face, Phaidon, London

about BrandingMarc, G. (2001) Emotional branding, Allworth Press, New york Martin, L. (2005) Brand Sense, Free Press, USA Rita, C. (2009) Brands and Branding, profile Books Ltd, LondonRita, C., Esther, M (2000) The future of brands, Macmillan Press LTD, LondonAlina, W. (2006) Designing brand identity, John Wiley & Sons, N.J.Julius, W. (2009) Brand identity now!, Taschen, LondonAndy, M. & Shaun, S. (2002) Uncommon practice, Financial Times Prentice Hall, Harlow

about typographyRobert, K. (2004) Type-one : discipline and progress in typography, Die Gestalten Verlag, BerlinGuitton, P. (2009) Homage to typography, Index, BarcelonaJeanette, A. & Emily, C. M. (2010) 3D typography, Mark Batty, New York, N.Y

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Brighton Festival (2007) Festival information (Internet). Available from:<http://www.brightonfestival.org/> (Accessed 05 August 2011)

Brighton Kite Festival (2008) Kite Festival information (Internet). Available from:<http://www.brightonkitefly-ers.co.uk/festival/index.htm> (Accessed 02 Septemver 2011)

nottinghillcarnival (2010) carnival (Internet). Available from:<http://www.thenottinghillcarnival.com/> (Ac-cessed 02 Septemver 2011)

Borough Market (2009) information (Internet). Available from:<http://www.obliqueimage.com/home-2/gal-leries/streets-markets-architecture/borough-market-london/49> (Accessed 05 July 2011)

Borough Market (2009) what we do (Internet). Available from:< http://www.boroughmarket.org.uk/page/3021/What+We+Do >(Accessed 11 June 2011)

Columbia Road flower market (2000) flower market (Internet). Available from:<http://www.columbiaroad.info/home.html> (Accessed 11 June 2011)

redevelopment (2011) mainpage(Internet). Available from:<http://www.newcoventgardenmarket.com/rede-velopment> (Accessed 17 June 2011)

BBC (2011 ) A fresh start for New Covent Garden Market site (Internet). Available from:<http://www.bbc.co.uk/news/uk-england-london-13778161> (Accessed 17 June 2011)

Martin, L. (2005) from 2-D to 5D (Internet). Available from:<http://dualbook.com/bs/ch4/> (Accessed 12 June 2011)

Martin, L. (2005) main page (Internet). Available from:< http://www.brandsense.com/> (Accessed 10 June 2011)

49

list of illustrations

References

p.3fig. 1Borough marketsource: own

fig. 2Noryangjin fish marketsource: own

p.22fig. 31TATEsource: (2007) Logo,fig. 32Roppongi Hillssource: (2007) Logo,

p.16fig. 15Exit/ Entry Stampssource: (2007) Designing design /Kenya Hara

p.18fig. 18,19,22Juice Skinsource: (2007) Designing design /Kenya Hara

p.19fig. 20, 21Turning Tokyo into Vinyl and Stripessource: (2007) Designing design /Kenya Hara

p.20fig. 23, 24Borough marketsource: own

p.21fig. 25- 28Karato marketsource: < http://blog.naver.com/ejrabbit?Redirect=Log&logNo=70104961980 >

p.21fig. 29, 30spain marketsource: own

p.17fig. 16, 17Signage system for a Clinic (Umeda Hospital), The temporary enclosure for the renewal construc-tion of Matsuya Ginza department store 2001source: (2007) Designing design /Kenya Harap.8

fig. 3Noryangjin fish marketsource: own

p.9fig. 4,5Borough marketsource: own

p.12,13fig. 10,11Noryangjin fish marketsource: own

p.14fig. 12Borough marketsource: own

p.15fig. 13, 14Karato marketsource: < http://blog.naver.com/ejrabbit?Redirect=Log&logNo=70104961980 >

p.10,11fig. 7-9old Korean marketsource: <http://abhlar.blog.me/41122516789

51

p.32,33fig. 53-56fish typefacesource: own

p.23fig. 33-38casa da musica music centresource: (2006) Logo design

p.26fig. 39mappingsource: own

p.30fig. 46-52seven experimentssource: own

p.34fig. 57fish made by papers-source: own

p.35fig. 58,59fish patternsource: own

p.36,37fig. 60-65doodling twelve fishsource: own

p.38fig. 66,67wired fishsource: own

p.39fig. 68,69wired fish logosource: own

p.41fig. 71, 73-75 swimming schools of fishsource: own

p.42-45fig. 76-79outputssource: own

p.40fig. 70,72matisse picturessource: < http://blog.me/50117825805

p. 28fig. 40Korean salmon festivalsource: <http://salmon.yangyang.go.kr>

fig. 41Tv showsource: <http://blog.daum.net/digiart>

fig. 42 liverpool festivalsource: <http://liverpool festival.co.uk>

fig. 43, 45London restaurant festivalsource: <http://london restaurant festival.com>

fig. 44organic food festivalsource: < http://organic food festival.co.uk>

2011 LCC MAGB&I UNIT 3 The Major Project ReportYunjung Lee (Clara)

Revitalising Noryangjin fish market