CityBazaar

Overview

CityBazaar is an online marketplace brand operating out of ITStarter Pvt Ltd. The product was in active development when we started. What they needed next was a visual identity that could work across web, packaging, team uniforms, storefront signage and print, replacing the text-only Helvetica they had been using.

Approach

The name starts with "b", so we pushed that letter until it did three jobs:

• The letter, legible on first read and anchoring the wordmark.
• A shopping cart, with the loop as the basket and the descender as the handle.
• A smile, formed by two dots and a curve inside the loop.

The system uses two colours: Sunshine Yellow (#FED700) as the primary, Deep Navy (#232F3E) to ground it, and white as the only neutral. There are two typefaces: Samoela for display, whose rounded forms echo the mark, and DM Sans for body text.

We delivered three logo variants built on the same glyph geometry:

• A horizontal wordmark for websites, headers and letterheads.
• A stacked "city / bazaar" version for avatars and packaging.
• The b icon alone for favicons, app icons, livery and embroidery.

Clear-space rules are set as multiples of the mark's x-height.

Before hand-off, we tested the identity on a team polo, a storefront window vinyl, a manager ID badge with lanyard, and the A3 guideline sheet itself.

Deliverables included vector lockups, a concept one-pager, hex and Pantone references, type specs, clear-space diagrams, four applied mockups and a single-page brand guideline PDF. We didn't build the marketplace or the website.

Outcome

The work went from first sketch to a signed-off guideline sheet in 10 days. The client said: "The team sees it every day now and it still hasn't got boring."