Bon Appétit Logotype

Alex Grossman gave me the assignment of designing a new logotype for his beautiful 2011 redesign of Bon Appétit magazine. The initial goal was to create something completely new and we explored a number of very pretty options. Ultimately, given the economic environment of the publishing world in 2011, it was decided that the new logotype needed to be more of a refresh of the existing logotype. The initial version of the existing logotype was developed by Matthew Lenning and Matthew Carter based on Zuzana Licko’s Mrs Eaves (after their design, it had gone through some modifications). I redrew everything from scratch and found a compromise between the newness that Alex wanted and the concerns about recognition. It branded the whole Bon Appétit media and product empire for 12 years, through several major redesigns and leadership changes.

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Client:
Bon Appétit
Debut:
2011
Retirement:
2023

Art Director: Alex Grossman

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While I was writing the text above I went into my files and looked to see how the design process played out. Here are some of the early designs that Alex and I were looking at before we had to reel things back in.

I was brought in by a different Bon Appétit team years later to do design a new logotype to replace the one I designed in 2011. We went through the whole process and the logotype was finished, but it never made it into public view for some reason. The logotype I designed for the 2011 redesign lived for another four years. These big redesign projects are very tricky.