Michael Jordan 1988 Wheaties Cereal Box

The 1988 Wheaties cereal box has a simple design using color, photography, and type. The majority of the box is the signature Wheaties orange. The Wheaties type logo is across the upper third of the box with Michael Jordan in front of it in photograph performing his signature dunk. The classic “The Breakfast of Champions” slogan and Jordan's signature are also both present as supporting type. The box feels rather modern because of its simplicity and hierarchy in support of the Michael Jordan photograph. The box is significant to graphic design history because it shows an earlier instance of Michael Jordan being idolized. He had not won a championship with the Bulls yet but is on the cover of a cereal box that will be seen worldwide in grocery stores. The imagery is in front of all the other elements showing the action and momentum of Michael Jordan. Design in sports has kept similar elements seen on this box throughout time. Bold type and emphasis on imagery supports the fast pace of athletes.