Sweetgreen
- Logo and Custom Typeface
- Design direction by Brian Collins, Tom Wilder, and Sanuk Kim, Collins
- Images courtesy of Collins
As longtime fans of Sweetgreen, we were thrilled to partner with Collins to create a new logo and custom typeface for the fast-casual salad brand.
We began with our Owners typeface as a foundation, but made deliberate departures to craft something uniquely suited to Sweetgreen. Alternate glyphs were chosen to fine-tune the personality, and we developed a dedicated text version optimized for smaller sizes.
One of the key challenges was designing a wordmark that could also yield a distinctive “SG” monogram. The breakthrough came with the idea of an open “G” that echoed the shape of the “S”, creating a harmonious, memorable pairing.
The resulting typeface, SweetSans, includes a wide range of widths and weights, offering the flexibility and expressiveness needed across the brand’s many touchpoints. We worked with Collins to create a custom typeface and logo for Sweetgreen, the high-end, fast-casual salad brand.
