Online magazine SLAMXHYPE recently conducted an investigation into the fonts and color schemes used in the logos of well-known streetwear labels and high-end fashion houses. The results of their research? All designers use pretty much the same font families.
The evidence shows that Helvetica and Futura are favored typefaces in both streetwear and high fashion logos, although the outlier brand 40 Oz NYC went rogue with Olde English.
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, the 40 Oz NYC logo is stylistically limited to streetwear, and wouldn’t translate far beyond snapbacks and sweatshirts.
Hypothesis: proven. If you want your fashion label to have longevity and versatility, give it some classic type.