Off-White, Knoll, and NASA are all leaders in their fields, and they are all known for their use of a popular typeface: Helvetica. Helvetica, formerly known as Die Neue Haas Grotesk, originated in the 1950s and was originally designed as a neutral font with no special meaning. Its legibility and minimalist style have made Helvetica one of the most well-known varieties of sans serif fonts.
In recent years, Helvetica has rapidly become popular in the field of brand design. Many luxury brands such as Burberry, Balmain and Saint Laurent choose to use Helvetica or a similar-looking font for their logos. Why did you choose a minimalist logo?
CREDIT: @chasnix
For many luxury brands and fashion houses, using a sans-serif font like Helvetica is ideal for creating a new chapter in history. Traditionally, the logos of these brands have often been associated with serious images, while modern, minimalist logos offer a new look to the brand while abandoning the visual associations of the past. For others, Helvetica’s neutrality represents complete freedom of expression, unconstrained by the attributes of a serif font.
CREDIT: Magazine B
In the latest issue of "Behind The HYPE", HYPEBEAST will lead readers to gain an in-depth understanding of the development history of Helvetica typeface, including how it went from humble beginnings to playing an important role in luxury brands and streetwear brands.
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