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SPAR Netherlands

Contributed by Darden Studio on Jun 1st, 2018. Artwork published in .
    spar-zomermagazine-2018-toc.jpg
    Source: https://www.spar.nl License: All Rights Reserved.

    “Zin in Zomer” magazine, table of contents. Art direction and design by De Ontwerpers.

    Omnes is the corporate font used by some regional branches of global retailer SPAR. This post documents its use in the Netherlands, the country where SPAR has its origins.

    The sans serif from Darden Studio is employed throughout the visual identity, from the website to ads, customer magazines, and in-store signage. SPAR’s designers adroitly use it in a range of contrasting sizes and in playful arrangements. Together with the bright colors and well-curated photography, Omnes helps to build a brand language that signals both good value and high quality.

    waardebon.png
    Source: https://www.spar.nl License: All Rights Reserved.

    Discount coupons

    offers.jpg
    Source: https://www.spar.nl License: All Rights Reserved.

    Detail of a page in a leaflet advertising special offers. SPAR uses a customized version of Omnes where the alternate “long-nosed” figure 1 has been made the default.

    SPAR-nl-web.jpg
    Source: https://www.spar.nl License: All Rights Reserved.

    The website uses Omnes for all text — from headlines and teasers to menus, buttons, body copy, and small print. It does so with three weights; Regular, Medium, and SemiBold.

    spar-eet-smakelijk-brochure.jpg
    Source: https://www.spar.nl License: All Rights Reserved.

    “Eet smakelijk!” (Enjoy your meal!) – cover of a magazine with recipes.

    hollandse.jpg
    Source: https://www.spar.nl License: All Rights Reserved.

    Ad for regional produce, with the headline referencing the Dutch national colors.

    feest.jpg
    Source: https://www.spar.nl License: All Rights Reserved.
    spar-eet-smakelijk-brochure-4.png
    Source: https://www.spar.nl License: All Rights Reserved.

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