Chef Jean George’s Tin Building at Pier 17 in Manhattan’s Seaport district began life as a fish market.

Today, it contains three markets, four bars, 12 restaurants, and 45 apparel and home goods shops. Mucca Design was invited to create the core identity for Tin Building as well as branding for all of the building’s residents.

It was an enormous project that required plenty of time- and budget-management, but in the end, Mucca created ingenious components that together formed a family of characters, each with its own personality. At the center of the system is an anchor-based seal: it never changes and is applied to every touchpoint. The designers also generated a variable font that could be stretched, compressed, and altered within so that different nationalities and messaging could be expressed.

Learn more about this sprawling and ingenious project in the upcoming LogoLounge Book 14.