Typeface Research Logotype

For my brand I have decided that the logotype should be simplistic and modern in order to represent the brands values of keeping the focus on the clothing itself and also contrasting against the whole vintage aspect of the brand. This is something I have found works well for other companies and therefore will be incorporating it into my design.

Futura

 

Furura is a geometric sans-seris typeface that was developed in 1927 by Paul Renner. It was based around geometric shapes found in Bauhaus design. It was commissioned  by the Bauer Type Foundry. Futura’s base rules is to exemplify effiency, this is why it lacks serifs and features strong flat terminals. Due to its consistency and visual simplicity it is often used in logo type as it is easy to understand. All of its strokes have an almost even weighting, creating a low contrast. Although it’s a very simple and minimalistic typeface it is often used for its personality; this comes from the tiny off balance quirks found in this type that cannot be seen in other popular sans serif typefaces, such as Helvetica. All the ascenders in the lowercase font rise slightly above the cap line.

Helvetica

Helvetica is a widely used sans-serif typeface which was developed in 1957 to in fit with Swiss design. It is a realist design based around the 19^th century Akzidenz-Grotesk typeface. It was created as a versatile typeface which could be used in any form or context, such as a body text or display font. It is so versatile due to its horizontal and vertical terminals on all letterforms; although lacking personality of some typefaces it with holds a nature of authority and clarity, expressing to the audience purpose in its clearest form. Its popular use as a display typeface is due to its large x-height, this makes the type easier to read from a distance than smaller sizes.