"Cheetos" in Hebrew, for the Israeli market
I received a phone call from my friends at Perspective:Branding, asking if I was interested in rendering the Cheetos logo for the Israeli market. I said, "Of course. But I do have a little problem; I can't read or write Hebrew."
But a challenge is a challenge, right? So I asked them to have their client type out the characters they wanted in a wide range of Hebrew fonts. That way, I could look for the common shapes and the variations in the letters, to find out where I might take some liberties, because my main goal was to match the spirit and details of the Cheetos brand, originally designed by Calvin Ng and Jon Weden at Landor Associates.
The arc in my lettering goes in the opposite direction of original "Cheetos", because, as a scholar like you knows, Hebrew is read from right to left. And, how about the similarity of these Hebrew letters to English language numerals?
To date, I've redrawn various existing brands into Chinese, Russian, Thai and Arabic. But I'd still be happy to do something for you in English.
Aloha,
John
808 333-5048
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