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How Helvetica Became a Branding Mainstay

By Designergu | 04 March 2020 | 105 views | 0 Comments
Helvetica, originally named Die Neue Haas Grotesk. Ever since its birth in 1957, the Helvetica font has gained immense popularity, making appearances in all kinds of ads, magazines and publications, and logos: from Target to Toyota, Jeep to American Apparel, countless brands have adopted Helvetica as their choice of typeface when it comes to branding.   Today, Helvetica has become the Kleenex of sans-serif fonts, ubiquitous for its legibility and minimal aesthetic.



Over the past few years in particular, Helvetica has exploded onto the branding scene. Many luxury companies – including Burberry, Balmain and Saint Laurent – have transitioned away from more detailed logos to Helvetica or one of its many look-alikes. But why opt for simplicity over intricacy?

For many luxury fashion houses, sans serif fonts like Helvetica are a chance to mark a new chapter in history. Heritage logos are often tied to an extensive archive of past works, while new minimal logos create a clean slate without a visual identity tied to the past. For others, Helvetica’s neutrality allows a total freedom of expression unpolluted by the personality of script or serif fonts.


 
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