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Whole Foods Market identity

Contributed by Stephen Coles on Jan 6th, 2014. Artwork published in .
    Whole Foods Market identity 1
    License: All Rights Reserved.

    The logo for Whole Foods Market has used Brighton since around 1984. The slightly quirky, soft serif is is not far afield from the logo of Safer Way, one of the two original stores that merged in 1980 to create Whole Foods. This warm style of type, with rounded edges and unusual letterforms vaguely reminiscent of Art Nouveau shapes, is often used to evoke stuff made from the earth, or by hand, rather than machines. It is a genre well-represented in the Letraset and ITC releases of the 1970s and early ’80s, with designs such Bramley, Edwardian, and ITC Souvenir.

    Some instances of the Whole Foods logo have an unfortunate stretching of Brighton for “MARKET” in an unnecessary attempt to make the small word fit the general width of the main mark. The logo that appears in their financial result and annual reports does not have this aberration.

    FF Scala Sans is used as a secondary typeface on various logos and other company materials.

    Whole Foods Market identity 2
    Source: http://media.wholefoodsmarket.com License: All Rights Reserved.
    Whole Foods Market identity 3
    Source: http://media.wholefoodsmarket.com License: All Rights Reserved.
    2012 Annual Report
    Source: http://www.wholefoodsmarket.com License: All Rights Reserved.

    2012 Annual Report

    David Matthis and John Mackey for Houston's Shepherd opening, 1984.
    Source: http://media.wholefoodsmarket.com License: All Rights Reserved.

    David Matthis and John Mackey for Houston's Shepherd opening, 1984.

    Whole Foods Market in Oklahoma City
    Source: http://media.wholefoodsmarket.com License: All Rights Reserved.

    Whole Foods Market in Oklahoma City

    Whole Foods Market in Rockville, Md.
    Source: http://media.wholefoodsmarket.com License: All Rights Reserved.

    Whole Foods Market in Rockville, Md.

    Whole Foods Market in Jacksonville, Fla.
    Source: http://media.wholefoodsmarket.com License: All Rights Reserved.

    Whole Foods Market in Jacksonville, Fla.

    Typefaces

    • Brighton
    • FF Scala Sans

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    2 Comments on “Whole Foods Market identity”

    1. Meika says:
      Oct 26th, 2017  3:43 pm
      Do you know the new font used for “market”
    2. Oct 26th, 2017  8:22 pm

      That’s also Brighton. In the first image, the letterforms were stretched horizontally.

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