3 Comments on “Virid”
This looks a lot like the Chobani redesign. Here’s a pdf with their Brand Launch Media Kit (Nov. 2017).
Thanks for the reference, Mike!
Chubby or soft serif typefaces with retro vibes indeed enjoy growing popularity. Just two weeks ago, Eliza Brooke published an article on Noticed, the design trend column of The Goods by Vox, titled “Why funky ’70s-style fonts are popping up on brands like Chobani and Glossier”. Among the examples given by Brooke, there’s At Home with Amy Sedaris, which is another use of Bookmania, and the cookware brand Great Jones and their use of (non-Black) Cooper. In addition, one could include Mailchimp, which since 2018 makes prominent use of the same typeface.
According to Commercial Type, Chobani Serif …
draws inspiration from quirky serif typefaces that were popular in the early 20th century such as Windsor, Clearface, Cheltenham, and Century Oldstyle. Like these typefaces, Chobani Serif has a strong personality, thanks in part to its unusual mix of hard and soft endings on strokes and terminals.
The images in Brand New’s review of the Chobani rebranding show that the new logo (drawn by Berton Hasebe) initially was paired with Clearface.
Virid’s typeface, Bookmania, is indeed not so different from Chobani Serif in the look and feel (and the use of green in both brands helps to make the connection). They both have moderate contrast, angled entry strokes (on i or u), and round terminals (on g or y). Chobani Serif (top) is distinguished from Bookmania (bottom) by a larger x-height and flat serifs. Its round-bellied a and the angled bar in e reveal the influence of faces like Windsor.
That’s really cool! And thanks for the article!