All designers use pretty much the same font families.
Using, the particularly favoured, Helvetica and Futura font variations, high fashion designers and brands stumbled on a way to make clear visual statements.
The preference for Helvetica and Futura is all over the ad industry, and with good reason—they’re clean, readable, and versatile. Saint Laurent’s logo in Helvetica Neue Bold, for example, looks as sophisticated stitched on the side of a purse as it does on a jacket label. Nike’s oblique Futura logo validates the quality of a pair of running shoes and authenticates a basic hoodie as a classic.
While the minimal Chanel emblem makes as much sense on the perfume bottle in your grandma’s bathroom as it does the backpack of a brand-obsessed tween.
If you want your fashion label to have longevity and versatility, give it some classic type.
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