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The Guittard Chocolate Company is the oldest family-owned
and operated chocolate company in the U.S. Addis Creson, in
Berkeley, CA, asked me to update the company's wordmark.
The Guittard company was named for its founder, Etienne
Guittard, so various signature-like wordmarks have been used throughout the company's history. I was given the wordmark that
had been currently in use (above) and asked to do evolutionary
studies. I did some studies that were more signature-like, but
ended up focusing on developing an elegant, heritage wordmark
that would also work well in a contemporary context. I was
particularly pleased to be able to emulate the gestural way
Mr. Guittard crossed the two "t"s in his signature.
Call me if you'd like me to sweeten your next project.
Aloha,
John
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