Chiquita Brand Typeface 2017
Chiquita's 2017 proprietary typeface guidelines, developed with Wieden+Kennedy to reinforce a yellow-first identity and distinct voice.
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The 63-slide deck covers design criteria (condensed geometry, short ascenders, sticker-derived counters), the proposed working name 'nanners', a five-weight family with display and text styles (Ripe, Green, Peeled), and applied systems for packaging, OOH, editorial, and POS.
- Slide 1: Chiquita: brand typeface
- Slide 2: Why does Chiquita need its own typeface?
- Slide 3: Your typeface frames the way that your brand voice
- Slide 4: Having our own, proprietary, exclusive typeface means our messages will
- Slide 5: Looking at Where We've Been
- Slide 6: Summarizes Wieden+Kennedy's role as Chiquita's US creative partner:reclaiming cultural presence
- Slide 7: Result of our Partnership
- Slide 8: Out Of Home Examples
- Slide 9: Moving The Brand Forward
- Slide 10: Section header introducing the proposed design and implementation process
- Slide 11: Chiquita set out to design an iconic brand typeface, drawing
- Slide 12: Criteria For The New Brand Typeface
- Slide 13: Technically Speaking / Culturally Speaking
- Slide 14: Things we wanted to avoid
- Slide 15: Section header introducing the forthcoming explorations of type treatments
- Slide 16: A dense specimen grid showing multiple experimental alphabets, weights
- Slide 17: Defines three distinct design poles:Heritage (historic sticker lettering), Feeling/Vibe (playful
- Slide 18: Identifies Block Condensed (H
- Slide 19: A transition cue signaling the presentation of the selected wordmark
- Slide 20: Hero-scale presentation of the chosen wordmark, emphasizing the final letterforms
- Slide 21: Bananas: display word example
- Slide 22: A headline break emphasizing the act of introducing the new
- Slide 23: (nanners): the new Chiquita brand typeface
- Slide 24: The new Chiquita brand typeface!
- Slide 25: Should we think about names?
- Slide 26: Explains the typeface's lowercase proportions are inspired by Chiquita brand
- Slide 27: W.I.P. uppercase letters and punctuation
- Slide 28: Counter spaces mirror the Chiquita sticker
- Slide 29: Sticker rotated 90° to complete dot of 'i' and 'j'
- Slide 30: Scallops on character tops mimic a banana curve
- Slide 31: Logotype comparison: current mark vs new typeface
- Slide 32: Introduces the typeface's functional benefits across applications, prioritizing legibility, compactness
- Slide 33: Economy of space: shorter word length
- Slide 34: Same width, bigger copy
- Slide 35: Explains that the typeface composes three lines of type
- Slide 36: Shorter ascenders and descenders
- Slide 37: Fit & personality comparison
- Slide 38: Two groups of characters: geometric and condensed
- Slide 39: Building out the Chiquita type family
- Slide 40: Section header that introduces the planned weight range and scale
- Slide 41: What they do and why they are important
- Slide 42: Multiple Weights Provide Options
- Slide 43: Introduces the styles section and signals examples that show
- Slide 44: Visual changes in style allow us different ways of speaking
- Slide 45: Multiple Styles For Multiple Needs
- Slide 46: The type system is fluid across an emotive-to-utility axis
- Slide 47: Introductory header for a comparison between display type (for mood
- Slide 48: Display typefaces entice readers, announce information, and create mood
- Slide 49: Display vs. Text Side by Side Comparison
- Slide 50: A large-scale 'Ripe' display alphabet demonstrates bold, rounded letterforms intended
- Slide 51: Summarizes optical differences between display and text weights: wider
- Slide 52: Appropriate Use of Styles
- Slide 53: Section opener introducing large-scale examples of the Chiquita typeface applied
- Slide 54: Hero-scale display treatment showing the heavy, rounded display weight used
- Slide 55: Example of playful, chunky display type used for product claims
- Slide 56: Instructions: peel, eat, repeat
- Slide 57: everyone's favorite curved yellow masterpiece!
- Slide 58: LOOK FOR THE BLUE STICKER
- Slide 59: behind the blue sticker: history meets heritage
- Slide 60: my curved yellow friend from the jungle
- Slide 61: Poster compiles playful headlines, type samples, and short taglines like
- Slide 62: Personal banana order form
- Slide 63: Oversized ‘thank you’ headline used as a closing brand page
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