Messaging and Design Bring Clarity to The Claro Group’s Brand

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Labeling Logic


Greenfield Belser, a Finn Partners Company
April 1, 1997

Labeling Logic

You've probably seen this noted design hundreds of times. And you might have read about it, too. But we want to make sure that Greenfield/Belser's design of "Nutrition Facts," the Food and Drug Administration's consumer food-labeling program, doesn't escape your attention as you pour your next bowl of cereal.

"Nutrition Facts" garnered more than just a passing nod from designer Massimo Vignelli, who praised the Washington, D.C.-based marketing-design firm's label in a recent issue of the AIGA Journal of Graphic Design. "The label is a clean testimonial of civilization, a statement of social responsibility, and a masterpiece of graphic design. ... This little label is indeed the best piece of graphic information, or better yet, information architecture, that has surfaced in this country in the last 20 years," Vignelli writes.

According to Burkey Belser, president and creative director of Greenfield/Belser, the label's design reduces 4,000 pages of government regulations to a few square inches. The label must fit on every package size and reproduce on a variety of packaging materials. The final product, with its use of bold rules and titles, is a design solution that deserves continuing accolades.

This article was originally published in HOW Magazine.