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Bon Appétit

  • Logo and Custom Typeface
  • Direction by Arsh Raziuddin and Caroline Newton
  • Images courtesy of Condé Nast

We collaborated with Bon Appétit to create a new logo and custom typeface that evoke the nostalgic charm of 60s and 70s cookbooks. Drawing inspiration from this golden era of culinary visual culture, we designed Aperitif, a custom typeface that celebrates the best of serifs from the phototype era, including influences from the iconic ITC Garamond.

The new logo features subtly rounded letterforms, giving the wordmark a warmer, more organic quality that resonates with the magazine's sophisticated yet approachable readership. High-contrast strokes and refined details, such as ball terminals and a flourish on the gently curved acute accent of the letter é, add a touch of elegance and grace to the design.

Tony Stan’s iconic ITC Garamond, especially the condensed styles, served as a reference for Aperitif.
Tony Stan’s iconic ITC Garamond, especially the condensed styles, served as a reference for Aperitif.

This fusion of vintage inspiration with modern sensibilities resulted in a logo and typeface system that feels both timeless and contemporary, capturing Bon Appétit's unique balance of tradition and innovation.

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  • Photograph of the upper portion of the Atlantic magazine issue from December 2019. A handprint is depicted in red and blue paint. The Atlantic acronym logo in the top left, seen large.Custom project logo
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