Ortman – Typography – Post 1

On Mondays, I have a long gap of time between classes so as I wait for my 5:15 class to come, I sit around my apartment wondering what to do with all this extra time. Lunch seemed to be the best option. When I reached into the freezer to see what I could find, a Lean Cuisine I had bought weeks before stood out at me for two reasons: chicken fettuccini seemed delicious to fill up my appetite and the typography of the logo caught my eye.

Lean Cuisine is a company that prepares healthy, delicious meals at a great proportional size so one can stay on top of one’s weight. Their main focus and selling point is being able to provide people with great “Cuisine” that will continue to make them “Lean” hence the overall name of the product, Lean Cuisine. The Lean Cuisine logo is a sans serif typeface. The warm orange color depicts the warmth the meals exude. The capital uppercase letters help reinforce the fact that the meals are not plain or lacking in taste and nutrients. The capital letters help support the idea that Lean Cuisine meals are full in nutrients and satisfy one’s hunger even though the meals are of a microwaveable size. The word “Lean” is thinner in comparison to “Cuisine” as a play on words so people can visualize “Lean” to mean thin as it is placed right before “Cuisine” which is bolder in type to reiterate how hearty and full the meals are. The little image of the chef’s hat on top of the “E” in “Cuisine” is very simple and plays well in the idea of Lean Cuisine being meals that a chef would cook and not some cheap microwaveable TV dinner.

The typography in the Lean Cuisine logo represents the product and story behind the product perfectly in exhibiting its purpose and what it provides all in two words.

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3 responses to this post.

  1. Posted by meganmill on January 31, 2011 at 9:41 PM

    I also agree that this logo successfully utilizes typography in order to portray the brand qualities of Lean Cuisine. This typeface truly emphasizes each word. Lean is tall and thin, while cuisine is bold and much more full. The capitalization of the C in cuisine also gives the second half much more significance. This plays into how exquisite the meals are meant to be. I feel that the orange does emit a sense of warmth, but it may also signify the flavor and taste of Lean Cuisine. It is a rich, cultural color that makes the brand feel bright and seem as if it may offer many delicious flavors.

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  2. Posted by gushlaw11 on February 2, 2011 at 9:07 PM

    I completely agree about this logo. The lean in Lean Cuisine uses a sans-serif typeface because it looks thinner and it is tall to enhance the slim look of the letters. The Cuisine is thick and wants to make the buyer think that they will get a big satisfying meal out of it that will make them full, while they shed weight. I think that the logo is clever and that the letters definitely portray their message. The color choice was most likely chosen because it is eye catching and is noticeable. The small graphic of the chef’s hat makes the microwavable meal seem more gourmet to signify that it is a quality meal, not just quick.

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  3. Posted by mjcohen13 on February 3, 2011 at 2:40 AM

    I am a big fan of this design because of the way the words and the font play off one another so well. The thin letters used for the word “Lean” imply just that, that the food is very leaning. Yet the more bold, noticeable font for cuisine won’t let the viewer forget that it is food after all. And more importantly, that the food is “cuisine” not just an ordinary meal. Along similar lines, the little chef’s hat on the top of the logo furthers and develops the idea that this is a product that will taste great in addition to helping you lose weight. I’m not sure how I feel about the orange color choice. I generally don’t equate orange with good-tasting food, so this is a bit of a turn off for me. But in terms of the typeface and design, I love this logo.

    Reply

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