01
Avant Garde
The Avant Garde font was originally the logo font of the Avant Garde magazine, created by Herb Lubalin. He then worked with Tom Carnase, a partner at Lubalin Design, to perfect the typeface into a complete set of standard typefaces. Due to the excellent geometric features of Avant Garde, many brand LOGOs have considered and adopted this font when designing.
02
Helvetica
Helvetica is a classic modern sans-serif typeface created in 1957 by Swiss type designers Eduard Hoffmann and Max Miedinger The design embodies the rationalist spirit of Swiss design and is considered a model of modernist design concepts. Many brands use the Helvetica font as the base of the design, with the help of basic tilt, color and decoration to create a unique brand visual identity and temperament.
Jeep and Nescafé are both known for their logo designs using the world's most popular typeface, Helvitica.
“No matter where you look, you always see fonts. But one of them is probably the most common, and that is Helvetica. They exist as if they are part of the environment. "The chairman of the International Graphic Design Association, Massimo Vignello, gave Helvetica such a high evaluation.
In the past few years, many luxury goods have also begun to use Helvetica fonts or sans serif fonts with similar shapes as logo fonts when upgrading their brand images.
Even if Helvetica is so popular today, as a font of the last century, it needs to adapt and update in the era of digitalization and the rise of mobile terminals. Monoytpe, which owns the copyright of the Helvetica font, launched the Helvetica Now font in 2019, specially designed for any screen zoom in or out, and it took 5 years of research and collaboration by dozens of designers and engineers.
03
Futura
Inspired by the Bauhaus movement, Futura inherits the design philosophy of the Bauhaus and was created by designer Paul Renner from 1924 to 1926. Not only was Futura a huge success in its own right, but it also spawned a new geometric sans-serif typeface.
In foreign design circles, designers often ridicule privately. They have tried many different fonts when designing, and they always use Futura in the end.
04
Avenir
Avenir is a sans-serif typeface designed by Adrian Frutiger and originally released in 1988 by Leno Type. Avenir means "future" in French, and in a sense, it echoes Futura in its spiritual core. Like Helvetica, Avenir is intended to be a typeface that is “suitable for basically any graphic design situation”.
Avenir This font overall presents a neutral, depersonalized character, and is a temperamental "transparent" font.
05
Gotham
Gotham is a font designed for GQ in 2000 and released to the public in 2002. It appears in many places, from Coke bottles, Twitter, Spotify, Netflix, Saks to NYU, Tribeca Film Festival, and more, TV series including "Conan Show" and "Saturday Night Live", including Films including Inception, Moneyball, The Lovely Bones, and Moonlight have all used this font.
Gotham's original design concept was to present a "fresh and masculine" atmosphere, but when it was actually put into use, it was discovered that its thin body is very feminine and elegant . Gotham is widely used in modern branding and logo design, it is flexible and high-end.
06
Univers
Univers font and Avenir are also from designer Adrian Frutiger, but Univers is Frutiger's early font work, it and Helvetica are called "Swiss style font", originally as a phototypesetting published by the font.
The weight control of the Univers font is different from other fonts. It is distinguished by numbers. Up to now, the Univers font family contains a lot of variants, as many as 44 , the derivative fonts of different widths and thicknesses make it very convenient as a LOGO font.
07
Myriad
Myriad font is Adobe's LOGO brand word, this font was originally a font customized for Adobe by Robert Slimbach and Carol Twombly. The base of the Myriad font is the Frutiger font-and the three font systems of Frutiger, Univers, and Avenir come from the same family, all from the hands of Adrian Frutiger.
Different from many early sans-serif fonts, Myriad was designed for digitization from the beginning, and the changes of different weights and styles within the font family are dynamic, through different letter widths Mediation balance, giving people a warm and friendly feeling, and this also makes it more harmonious and natural on screen and print.
08
Arial
Arial This font can go to the world and is closely related to Microsoft. This digital font produced by Monotype was distributed along with the Windows 3.1 operating system and the latest Truetype technology at that time. Its competitor is the most classic Helvetica font. Visually, Arial and Helvetica are very similar .
When Monatype designed Arial, it was considered to be used on the computer, and some minor adjustments and changes were made in the font and kerning to increase its readability under different resolutions on the computer screen. readability.
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