The design of text LOGO often uses high-quality classic fonts as the base, so which classic fonts are used by famous brands we are familiar with? What are the characteristics of these fonts themselves, which are chosen by these brands? And how do designers use the characteristics of these fonts to highlight the characteristics of the brand when designing? This time, I borrowed a LOGO "reverse engineering" design project to take stock of 8 classic English fonts and a series of excellent LOGO design examples. "Font download at the end of the article"
Although many brand LOGOs will specially design fonts when designing, in fact, many brand LOGOs are actually designed using existing fonts for slight optimization. In recent years, designer Emanuele Abrate has been paying attention to the design processing skills behind some famous brand LOGOs. He began to use the original fonts behind these fonts to carry out "reverse engineering" ".
Abrate's Logofonts projectis the result of this "reverse engineering". "When some elements you are unfamiliar with are combined with elements you are familiar with, interesting things will happen... So I decided to disassemble these familiar brands, and then replace the text part with the font corresponding to this LOGO That's how the idea for the name "Abrate came about.
In fact, it is a very interesting attempt to deconstruct these familiar LOGOs in this way, and the experience is quite different. But looking back, this also proves one thing: even those fonts that you feel familiar with can also use some uncomplicated methods to create explosive designs and create unique and unforgettable Visual experience.
If you use Instagram, you can follow this LogoFonts project there.
Among the text fonts of these brand LOGOs, there are many fonts that everyone is very familiar with. Their popularity in English fonts is no less than that of "Microsoft Yahei" in the Chinese world. Knowledge.
Futura: Futura if you are not sure about the font
Inspired by the Bauhaus movement, Futura inherits the Bauhaus design philosophy 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 tease in private. They have tried many different fonts during design, and they always use Futura in the end, so there is a joke of "use Futura if you are not sure about the font". . Of course, it's hard to say whether the brand's LOGO design will return to Futura after several revisions, but I quite agree with this statement.
FedEx
Supreme
PayPal
Nike
Red Bull
Helvetica: the most classic modern sans serif font
Helvetica is a A widely used Western font, developed in 1957 by Swisstype designdesigners Eduard Hoffmann (Eduard Hoffmann) and Max Miedinger ( Max Miedinger, embodies the rationalist spirit of Swiss design, and is considered a model of modernist design concepts.
Many modern fonts use Helvetica font as the base of the design, with the help of basic inclination, color and decoration, on the basis of its modern and tidy design, to create a unique brand visual identity and temperament.
Target
Energizer
Post-it
The North Face
CAT
Behance
Avenir: a transparent neutral font
Avenir is created by A sans-serif typeface designed by Adrian Frutiger and originally released by Leno Type in 1988. "Avenir" means "future" in French, and in a sense, it echoes Futura in its spiritual core.
Like Helvetica, Avenir font is a font that is "basically suitable for use in any graphic design occasion". At the same time, Mr. Frutiger also believes that sans serif fonts should not have italics, so he also Only for commercial needs, using optical instruments to create a pseudo italic effect.
Avenir This font presents a neutral and depersonalized character as a whole, and it is a "transparent" font.
Toyota
Avant Garde: a geometric standard word from a magazine
We often say The full name of the Avant Garde font should be ITC Avant Garde Gothic, which was originally the LOGO font of Avant Garde magazine, created by Herb Lubalin.
He then worked with Tom Carnase, partner at Lubalindesign firm, 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.
Adidas
New Balance
Durex
Gotham: a humanistic font that can be salty or sweet
Gotham is a 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.
For the story of this font, you can read this article:
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 was very feminine and "elegant". Gotham is widely used in modern branding and LOGO design. It takes into account flexibility and high-end sense. It is not wrong to say that it can be "salt or sweet".
TikTok
Spotify
Discovery
Univers: an atmospheric and rich modern font family
Univers font and Avenir was also created by designer Adrian Frutiger, but Univers is Frutiger's early font work. It and Helvetica are called "Swiss-style fonts" and were originally released as a phototypesetting 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 kinds, with different widths The derived fonts with varying thickness and thickness make it very convenient as a LOGO font.
Alibaba
ebay
Myriad: A harmonious and balanced font for digital generations
Just like you As you can see from the picture below, the Myriad font is Adobe's LOGO brand word, because this font was originally a font customized for Adobe by Robert Slimbach and Carol Twombly. However, it is worth mentioning that 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 digitalization from the very beginning. The changes of different weights and styles within the font family are dynamic, and the balance is mediated through different letter widths. It feels warm and friendly, which makes it more harmonious and natural on screen and in print.
Adobe
Walmart
Arial: Helvetica's nemesis in the digital age
In fact, Arial This typeface can go to the world, and it 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 the time. Its competitor is the most classic Helvetica font, and visually, Arial and Helvetica are very similar of.
When Monatype designed Arial, it was considered to be used on computers, and some minor adjustments and changes were made in font and word spacing to increase its readability on different resolutions on computer screens. sex.
Skype
Pxxxhub
Conclusion
Actually classic There are many fonts, and you may feel monotonous when you look at these fonts alone, but Abrate's Logofonts can help you understand how these classic English fonts are applied to LOGO, allowing you to see the rich possibilities and variety of these fonts themselves Changing temperament. I packaged some fonts and saved them in Baidu Cloud for your study and research. If you need to use it in a design project, please purchase a genuine license.
8 models Classic English font download link:
https://pan.baidu.com/s/11Quq8BseSFFIt5CN2XLPmg
Extraction code: y7fi
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