These trendy brands actually use the simplest font design

In recent years, the trend market has been very keen to apply fonts to clothing and shoes. Fonts are a visual language full of rational thinking. In such an emotional field in the fashion industry, fonts have now become an important tool for fashion, art, and design to express themselves .

After sorting out, we found that these artists did not use any superb skills, they used very common fonts.

Fonts are constantly changing with the trend, and the public’s perception of fonts is also changing, but there are also some classic fonts. The baptism of the years and the change of social aesthetics are still active in the public's field of vision.

In recent years, both fashion brands and luxury visual brands have tended to be minimalist, and in these trends, we do not It is difficult to find shadows of fonts such as HELVETICA or FUTURA in it.

When trendy/luxury brands choose fonts as their brand image, it directly forms a bridge of communication with consumers. A brand image may be reliable or chaotic, tasteful or uninteresting, but conveying emotion and power through typeface, it becomes an accurate message directly, while also being a kind of label in itself.

In addition to brand image, what impact does font have on fashion and trendy brands? Which fonts are used by those fashion and trendy brand managers, designers, and artists, and how do these fonts affect the brand/product image? Besides Helvetica and Futura, what other fonts are popular in fashion circles?

“Helvetica is everywhere. It’s like air, it’s all around you.”

HELVETICA has been around for sixty years and remains beloved for its crisp, neutral character.

In the first half of the 20th century, the Bauhaus movement swept across Europe, and pragmatism influenced architecture, painting, industry and font design , sans-serif fonts have entered the mainstream of the design world with easily recognizable and readable glyphs.

Some time ago, Virgil Abloh, the former LV menswear art director who unfortunately passed away due to cancer, created Off-White known as the most The street trendy brand that will be co-branded is welcomed and sought after by all walks of life.

Every pair of shoes in his joint collaboration with Nike is inseparable from the rows of "soul letters" at the heel.

With the soul blessing of these "letters", a pair of ordinary sneakers (NIKE Air Force One) has transformed into a price Expensive joint luxury goods.

Off-White and IKEA co-branded paper bag and wall clock design, concept words in quotation marks, neat Helvetica fonts, etc. Is the iconic Off-White element

Austrian designer Helmut Lang founded his Paris-based label in 1986 and is known for his minimalist street style and avant-garde designs For a while, Helmut Lang's name was printed on clothes in helvetica fonts, and became a hot topic in New York in the 1980s and 1990s.

The reason why Helvetica font is so popular may be that it has a good relationship between positive and negative shapes, simple and neutral , so the popularity is very high. Even in the field of fashion that emphasizes uniqueness and originality, it can also eat street culture and avant-garde fashion.

"Sharp lines, clear edges and corners."

Planet Kosmos was born in 1996. Danish graphic designer Mads Rydahl based on Japanese manga style, created this super The font with the charm of high-speed motorcycles not only has the style of Japanese manga, but also has smooth and futuristic lines.

Kanye West began to use this font as early as the end of 2016. During that time, he frequently shared on social networks that he was wearing a pair of pants with the word Calabasas. Adidas's first cooperation is Planet Kosmos, full of speed and futuristic sci-fi style, not only completely hit Kanye's heart (he is a loyal fan of the classic Japanese animation "Akira"), but also with adidas third line The logo has an almost perfect fit.

At the same time, Raf Simons also bought the commercial copyright of Planet Kosmos, tried his hand at the brand of the same name, and launched a black sweater and Tote Bag with the theme of "Venomous Friday", with a sci-fi sense printed on it Planet Kosmos font.

Planet Kosmos is very popular in the trend circle, and is loved by various trend leaders. Everyone may be attracted by the rhythmic sense of its fonts, the vitality of movement, the glyphs full of futuristic sense of technology, and the unique shape.

SEGA Game Co., Ltd. is a Japanese electronic game company born in the 1950s. It produces home game consoles and game software. machine" manufacturer.

Gucci used "Cyborg in the Operating Room" to brush up social topics in the Gucci 2018 autumn and winter fashion show, in addition to holding human heads, "Game of Thrones" Khaleesi's little dinosaur and other elements In addition to playing weird fashion, a new font Sega has also attracted the attention of countless fashion lovers.

SEGA, as a font produced by video game companies in the last century, not only adds funny elements of video games, but also adds retro flavor to clothing.

‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍” It is a kind of rebellion for contemporary fashion culture "‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍‍

To this day, Gothic Script, which originated in the 12th century, has set off a wave of "Gothic frenzy" through the use of street brands, fashion, and popular music.

Kanye West teamed up with Los Angeles artist Cali Thornhill Dewitt to create peripheral products for the concert "The Life Of Pablo" - The Life of Pablo clothing series of the same name, including T-shirts, sweaters and denim jackets, designed The lyrics are mainly printed in all Roman Gothic fonts.

Gothic Script often appeared on the tattoos and clothing of gang members in the 1980s, and was also used to print Bibles. Therefore, Westerners believe that they have the religious power to defend their homeland and have a little more self meaning of protection.

Too many brands are using it today, especially in Los Angeles.

Gothic Script's special strokes are quite similar to graffiti artists' graffiti tools, and it is no surprise that it collides with street culture. In addition to clothing, Gothic Script elements continue to appear on album covers and posters of musicians. For example, the singing group A$AP Mob printed the font on albums and merchandise long before Kanye West.

Vetements' Slogan presented in Gothic fonts such as "Drink from me and live forever" is used on jackets, sweaters and trousers, with a dark and mysterious color.

British designer John Galliano used gothic fonts on a large scale as early as the 2000 autumn and winter collection. He printed his photos, works and news on ready-to-wear in the form of newspapers, with the eye-catching Gothic words "Christian Dior Daily" on the front page, and then these elements were widely used in subsequent products.

"Simple lines, no superfluous serif, sharp edges and corners, concise and clear style."

FUTURA was designed by German designer Paul Renner in 1927. It can be regarded as the originator of "sans-serif". The feeling is strengthened, with a strong sense of the future.

Artist Barbara Kruger (Barbara Kruger) at Futura is used in the work. I can't remember who this artist is for a while? It doesn't matter, remember that Supreme copied her, so now you know what font Supreme uses, right?

Later, the FUTURA font became well-known to the fashion industry because many street fashion brands adopted FUTURA, and SUPREME also used the FUTURA font as its logo font.

Supreme has mastered the use of Futura fonts, and Supreme has printed its brand name on clothes and various products.

NIKE is also the "spokesperson" of FUTURA. From brand LOGO, advertisements to product descriptions, FUTURA fonts are used.

It is not difficult to find that the fashion trend circle is a circle of reincarnation.

Fashion trends seem to be popular in a certain period of time, and will pass after a while, but some classic elements will not pass away with time. Even if it is forgotten in a short period of time, when it reappears in front of the public, people can still feel its charm.

Different fonts present different forms of text, and different forms of fonts convey different personalities. As an important part of modern design, whether it is a street fashion brand or a high-end fashion house; whether it is a design Teachers or consumers, we also need to peek into a brand new world through fonts.

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