SLAMXHYPE just dropped some serious knowledge by breaking down the fonts and color schemes used in the logos of some of the world's most popular labels. Ultimately, they discovered that most brands use either Helvetica or Futura for their logos, which isn't that surprising. Shit, there was an entire 2007 documentary on Helvetica because it is literally the most popular typeface on the planet, used in most logos, fashion or otherwise (3M, American Airlines, Jeep, Post-It, the list goes on). As probably the most simplistic typeface in existence, it communicates the message of text extremely well. Designed in 1957 by Max Miedinger and Eduard Hoffmann, it's the typeface for when you don't want a typeface at all. Um, sans serif. X height. Gestalt theory. Negative space. Okay, that's all I remember from my 4 semesters of graphic design.
