SweetGreen Logo PNG
SweetGreen is an American restaurant chain with a strong green approach. The food is bought only from local farmers, no processed foods are used in cooking, and everything is cooked and cut every morning. About half of the dishes are vegan. Most SweetGreen locations feature exposed wood, white walls, and chalkboards, which create a recognizable interior. In early 2013, the company was one of the first in the industry to launch a mobile app with payment options and a tiered loyalty program. Its features greatly expanded since then.
Meaning and History
Nathaniel Roux, Nicholas Jammet, and Jonathan Neman founded the SweetGreen restaurant chain. The children of immigrant entrepreneurs met at Georgetown University Business School and realized that there’s no place with healthy food in the entire D.C. area. Originally planned as a salad restaurant called Greens, SweetGreen was opened on August 1st, 2007 thanks to capital drawn from different sources. The funds raised, promotion on social networks, and the growing popularity of healthy eating allowed the company to expand beyond the state in 2012. By 2018, SweetGreen has grown to 90 locations. The company raised $200 million from the American financial holding company Fidelity Investments, which valued the entire company at $1 billion.
What is SweetGreen?
SweetGreen is a fast-casual restaurant chain based in the United States. It focuses on serving healthy, seasonal, and locally sourced salads and grain bowls. The brand’s commitment to sustainability is evident in its practices, such as sourcing produce from local farms and using compostable packaging.
2007 – 2021
The SweetGreen logo features a simple and modern design. It consists of the word “SweetGreen” written in a lowercase, sans-serif font, which conveys a friendly and approachable vibe. Its basic, simple design is meant to show that the food they serve is clean and has no unhealthy additives. It also does not limit the company in the variation of dishes it can serve. At the same time, the dark gray color of the inscription gives it a unique touch and sets it apart from colored or black-and-white logos.
2021 – Today
The new green color palette is meant to reflect the brand’s focus on healthy, fresh food. A new font has also been introduced and the characters got bolder. The overall look, though, was preserved thanks to the use of all lowercase characters and the fact that some characters looked similar. Some of the noticeable updates included a different letter “g” as well as the fact that the “e” no longer had a slanted cut. The horizontal bar in the “t” also got notably longer.
Font and Color
Originally, the company turned to a classic, yet somewhat unique color, a dark gray. It gave the brand a modern, trustworthy, and professional look. Since 2021, the color palette has included green, symbolizing freshness and sustainability, which aligns with the company’s commitment to serving organic and locally sourced ingredients.
The original logo features a sans-serif, modern font with a clean, geometric appearance. It resembles the Arboria Book font and Axiforma Book font. For the updated logo, the company worked with Collins to create a custom font. It looks to be inspired by Gotham font. Officially, it is said to be based on MCKL’s Owners typeface. The goal was to design the letters “s” and “g” in such a way that they would look together when the short version of the name was used.
