#Calibre light font series#

The custom font, developed by Pentagram in collaboration with the type designer Chester Jenkins, has applied dynamic cuts to the letters that convey strength, utility and evolution. The identity features a new custom version of the lululemon brand typeface Calibre Light (designed by Klim Type Foundry) called Calibre Practice Light. This can be seen in the manifesto, a graphic representation of the core values of the brand that appears in store graphics and on apparel, and in the sub-brands for new extensions like practice and lululemon selfcare, a line of personal-care products also designed by Pentagram. In their work for lululemon, the Pentagram designers have looked for ways to introduce custom typographic expressions outside of the wordmark, to expand the brand’s visual language and make it more flexible and experimental. In keeping with lululemon’s branding, the goal of the practice framework was to create a user experience that is universal, warm and engaging, but also premium, to help members feel like part of a special community. The pilot program debuted in Denver, Austin and Edmonton, Canada, with other cities to follow, and has been greeted with an overwhelming response. The community-based practice offers members special dedicated yoga classes, a gift of limited edition gear customized for their city, and other special retail benefits. As lululemon has grown as a lifestyle brand, it has started looking for new ways to connect with its customers through new products and experiences.

#Calibre light font series#

Pentagram worked closely with the lululemon creative team led by Rémi Paringaux on the project, the second in a series of collaborations after the design of the lululemon manifesto.

Pentagram developed the brand identity framework for the program, including a custom variation on the lululemon brand typeface and the design of welcome kits for new members. To engage these followers, the retailer launched lululemon practice, its first loyalty membership program. One of the world’s leading activewear brands, lululemon athletica goes beyond retail to function as a holistic lifestyle brand for a devoted following of consumers who apply its vision of wellness to their everyday practice of yoga, running, working out, self-care and mindfulness.