ADC Awards
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Category
Typeface
Annual ID
ADC102_TYP024M
About the Work
“Packs of fun for everyone…” for 80 years, that’s what we’ve been all about. And yet, in today’s world of divisions and differences the power of fun has never been so, well, powerful. Fun brings us together, helps us feel we belong. Our typography is a great tool to spread that message far and wide, but it’s fair to say our old typeface ‘DIN’ wasn’t up to the job— more Autobahn-navigating function than smile-raising fun. To top it all off? It wasn’t ours. So we set to work on a typeface all of our own, communicating belonging in a distinctively M&M’S-y way.
Say “hi!” to our new typefaces: All Together Serif and Sans — bold, bespoke, and packed with unexpected bites of fun. Its forms follow the lead of our logo, whilst the ball terminals, negative spaces, and punctuation marks mimic the shape of our iconic chocolates. The moments of connection between each letter, meanwhile, celebrates our brand purpose. And the uplifting ink traps make our letters look as if they’re smiling (or bitten into by a particularly hungry reader). The fun doesn’t stop there though. This is a font family made to mix & match. Different weights and widths combine to create a sense of eclectic diversity and surprise, bringing our comms to life with flexibility and character.
All together, they’re deliciously distinctive, packed with fun and true to our purpose.
Say “hi!” to our new typefaces: All Together Serif and Sans — bold, bespoke, and packed with unexpected bites of fun. Its forms follow the lead of our logo, whilst the ball terminals, negative spaces, and punctuation marks mimic the shape of our iconic chocolates. The moments of connection between each letter, meanwhile, celebrates our brand purpose. And the uplifting ink traps make our letters look as if they’re smiling (or bitten into by a particularly hungry reader). The fun doesn’t stop there though. This is a font family made to mix & match. Different weights and widths combine to create a sense of eclectic diversity and surprise, bringing our comms to life with flexibility and character.
All together, they’re deliciously distinctive, packed with fun and true to our purpose.
2023 Awards
Total Points: 3
Merit Honor
Credits
Design Firm
jones knowles ritchie / London
Type Foundry
Monotype / London
Creative Director
Kristie Malivindi
Stephen McDavid
Designer
Tim Wilcox
Executive Creative Director
Sean Thomas
Global Chief Creative Officer
Tosh Hall
Motion Designer
George Buckfield
Creative Director, Copy
Christopher Sharpe
Group Strategy Director
Max McBride Peterson
Senior Designer & Illustrator
Lilia França Quinaud
Ross Norton
Account Director
Isobel Monro
Account Manager
Daisy Stickland
CEO UK / USA
James Nixon
Client Services Director
Daisy Shirley-Beavan
Director of Creative CGI
Louise Tattershall
Global Communications Manager
Jackie Sumsky
Group business Director
Emily Green
Head of Artwork & Production
Sam Broude
Head of Creative Services
Diana Campbell
Marketing Director
Amy Maw
Marketing manager
Carolyn McKeown
Senior Account Manager
Edward Neill
Isobel Southwood
Senior Program Manager
Sei-Mai Leung
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