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mark would appear on everything from menu boards to packag-
ing to large-scale neon signs, and it had to get across in each of
these applications.
“When we begin a project like this, we look at the words very care-
fully, looking for a letter or shape that we might begin to play with,”
says Baker. The X in BOX stood out to him early on, especially
with the use of the type family Champion, designed by Jonathan
Hoefler, and he began to study how it might be visually incorpo-
rated into a box of fries.
The solution, Baker says, was a happy accident. Meyer is very
involved in the design process of his identities and so the back-
and-forth really helped ...