Salt Sugar Fat: real logo samples?

Nick Shinn's picture

Great design, because it signals its anti-establishment cred with a Jamie Reid punk-style ransom note collage, playing off that culture-jamming cliché to engage the viewer into concluding that the letters are torn from Big Food packages.

However, as an art director I’m aware how protective those companies are of any unauthorized commercial use of their trademarks, or part thereof, and suspect that this is a deception.

So I’m engaged too!
Are you?

Bert Vanderveen's picture

After having a look at the packaging of the usual suspects (online, not in my cupboard — I avoid sugared/fat filled/salty/unhealthy stuff), my conclusion is that all of the clippings originated in custom mockups, using the vocabulary and design characteristics of said suspects.

Mark Simonson's picture

I think these are from real logos. The “a” in “Fat” is from the Coca-Cola logo. The “u” in “Sugar” is from Lucky Charms cereal.

Mark Simonson's picture

The puffy “f” and “t” are from Kraft Jet-Puffed marshmallow products.

(I don’t have any of this crap in my house, but I recognize them from the supermarket.)

eliason's picture

The "r" is from Trix.

Mark Simonson's picture

The “S” in “Sugar” looks like it’s from the Lay’s logo, but the background is blue instead of red. The “G” and “a” look like they’re from the same logo, as do the “A” and “T”. Can’t quite place them, though.

eliason's picture

The "G" and "a" are from Golden Grahams.

William Berkson's picture

I recognized the marshmallow letters too. Marshmallows are crap? Sacrilege!

Mark Simonson's picture

Ah, the “A” and “T” are from Kellogg’s Frosted Flakes.

(Maybe this should be moved to the Type I.D. section? ;-)

eliason's picture

The "L" is from Corn Flakes.

Mark Simonson's picture

The “S” in “Salt” is from Froot Loops cereal.

5star's picture

Aren't the words spelt from found type something like Spell with Flickr ... http://metaatem.net/words/ ?

JamesM's picture

It's a nice design. I'm sure Random House's lawyers determined this would be covered by the fair use exemption for transformative use of artwork ("...altering the original with new expression, meaning, or message..."). And it might be considered parody, which is also protected.

Nick Shinn's picture

And perhaps Bertelsmann’s pockets are deep enough to protect it from litigation over this design.

Bert Vanderveen's picture

It appears I was completely off… which says something about the pull these products have on me, I guess.

russellm's picture

Perhaps in the calculation of costs Vs. benefits, none of these corporations would wish to bring further negative attention to the subject of how they manipulate the food chain by going after the filmmaker in a david and Gollieth battle over a court could see as just a questionable infringement. It's no different than music sampling of the 3 second rule for playing snippets of music without having to pay royalties.

Unless some of them are owned by Monsanto, in wich case Mr. Bertelsmann probably already black SUVs slowly driving past his front door.

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