StDupont designed by Jean François Porchez in 2003 for Landor Associates, with Aaron Levin as CD

[righthand]When I have spotted that the St Dupont office was on boulevard Montparnasse the other day, I was shocked as usual — not because it concern my own design but —because as it happen too often in France a designer used Din for additional texts for an identity. Din is not a bad typeface by itself, there is subjects for which Din works well. But using Din everywhere (here) is just plain silly and doesn?t make any sense. St Dupont logotype was designed by the great Robert Delpire during the seventies.

StDupont designed by Jean François Porchez in 2003 for Landor Associates, with Aaron Levin as CD
before and after.

I was charged by Aaron Levin (Creative Director at Landor Associates, Paris at the time) to redesign the logotype in 2003. My job was to integrate in better way the S and T to the Dupont. I jumped into this project with pleasure specially because of such beautiful letters to rediscover. With the final logotype, I have set with my Anisette Petite, the word Paris, and St Dupont logically started to use a bit Anisette Petite for various texts around the logotype. To my eyes, I was sure that using a “thirties and parisian” typeface like Anisette Petite was a logical choice for a French luxury brand.

So, its why I?m bit suprised to see now used together Anisette Petite and Din in the front of their office.
Jean François Porchez

StDupont designed by Jean François Porchez in 2003 for Landor Associates, with Aaron Levin as CD

StDupont designed by Jean François Porchez in 2003 for Landor Associates, with Aaron Levin as CD

? More Anisette in use here.
? More Anisette Petite in use here.

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Anisette Std Thin, Light, Regular, Demi, Bold, Black. 6 series.
+ Anisette Std Petite Thin, Light, Regular, Demi, Bold, Black, Caps. 7 series.
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