What do Off-White, Knoll and NASA have in common? Besides the fact that they are leaders in their respective fields, these companies are all known for using some of the most popular fonts in the world. Helvetica, formerly known as DieNeueHaasGrotesk, first originated in the 1950s, when it was designed as a neutral font with no special meaning. Today, Helvetica is one of the most recognizable sans serif fonts for its legibility and minimalist design.
Over the past few years, Helvetica has made rapid forays into branding. Many luxury company logos—including Burberry, Balmain, and Saint Laurent—have switched from more complex fonts to using Helvetica or something similar in appearance. But why settle for a more minimalist logo?
CREDIT: @chasnix
For many luxury brands or fashion houses, using a sans serif typeface like Helvetica is an excellent tool for writing a new chapter in history. The traditional logos of brands were often associated with serious images in the past, while the innovative and simple logos created a new facade for the brand while abandoning the visual connection with the past. For others, the neutrality of Helevetica represents a complete sense of freedom of expression, unaffected by the properties of serif fonts.
CREDIT: MagazineB
In the latest issue of "BehindTheHYPE", HYPEBEAST will take you in-depth look at the development of Helvetica typeface, how it started from a low-key start, and how it began to play an important role in luxury brands and streetwear brands.
Articles are uploaded by users and are for non-commercial browsing only. Posted by: Lomu, please indicate the source: https://www.daogebangong.com/en/articles/detail/Why%20is%20Helvetica%20font%20favored%20by%20many%20luxury%20brands%20%20Behind%20The%20HYPE.html
支付宝扫一扫 
评论列表（196条）
测试