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Chopard Alpine Eagle

Contributed by Production Type on Oct 31st, 2019. Artwork published in
October 2019
.
    Chopard Alpine Eagle 1
    Mazarine. License: All Rights Reserved.

    Acier is used for the logo of Alpine Eagle, a new collection of watches by Chopard, the Swiss manufacturer of luxury timepieces.

    Forty years after Chopard introduced their first sports watch in steel, the iconic St. Moritz model, the watchmakers from Geneva have launched a contemporary reinterpretation of the same theme. The Alpine Eagle is made of Lucent Steel A223, a material that was developed exclusively in-house, and is 50% harder than other steels.

    Designed by Cassandre and released by French type foundry Deberny & Peignot in 1930, Acier is emblematic of the various aspects of 19th-century display typography, exploring the fantastical and three-dimensional aspects that were fashionable at that time. Acier bears this link into the metal from which it took its name (Acier is the French word for “steel”), just as Jérôme Peignot notices: “Few typographic works have been so effective in connecting the physical and graphical worlds”.

    Engraved into the steel case of the Alpine Eagle, Acier has come full circle. Jean-Baptiste Levée’s digital revival is used in slightly modified form, with an omitted A bar. The Outline style was chosen for the wordmark as used in commercials.

    Chopard Alpine Eagle 2
    Mazarine. License: All Rights Reserved.
    Chopard Alpine Eagle 3
    Mazarine. License: All Rights Reserved.
    The Chopard logos (script and sans) use custom-drawn letters. The serif (“GENEVE SWISS”) is .
    Mazarine. License: All Rights Reserved.

    The Chopard logos (script and sans) use custom-drawn letters. The serif (“GENEVE SWISS”) is ITC Souvenir.

    Chopard Alpine Eagle 5
    Mazarine. License: All Rights Reserved.
    Chopard Alpine Eagle 6
    Mazarine. License: All Rights Reserved.
    Chopard Alpine Eagle 7
    Mazarine. License: All Rights Reserved.

    Typefaces

    • Acier
    • ITC Souvenir

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