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.

Close up of Sweetgreen salad bowl lid, custom logo and typeface designed by MCKL for Collins.
Pink on brown type specimen that says 'rice bowl', custom typeface for Sweetgreen designed by MCKL for Collins.
Three Sweetgreen steak salad bowls with clear labels and ingredient descriptions, featuring MCKL typeface and fonts.
Sweetgreen custom typeface, orange text on cream background, xnarrow width, designed by MCKL for Collins.
Colorful Sweetgreen promotional graphic featuring four panels that highlight fresh ingredients: Japanese sweet potatoes on a pink background, a chef holding spicy tingly kelp on a blue background, ripe strawberries for early summer seasonal offerings, and a vibrant orange carrot labeled ‘Carrots in season.’
Wide S's, yellow text on grey background, for Sweetgreen designed by MCKL for Collins.
Sweetgreen vegetables in purple on orange, in MCKL custom typeface for Collins.
Widths for Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
Sweetgreen custom sans serif typeface designed by MCKL for Collins.
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