Typography is crucial in the design of a logo, and these fonts throughout history have been trailblazers in brand success.
Classic Fonts
Tried and true for centuries, these fonts throughout history have gained global recognition.
Garamond, 16th century
Designed by Claude Garamond and Jean Jannon
Country of Origin: France
Typeface Style: Old-style serif
Characteristics: elegant, timeless, expressive
Notable brands that use this font: Apple (early branding) and American Eagle
Bodoni, late 1700s
Designed by Giambattista Bodoni
Country of Origin: Italy
Typeface Style: Modern (Didone), serif
Characteristics: fashionable, avant-garde, dramatic
Notable brands that use this font: Calvin Klein and Vogue Magazine
Didot, 1799
Designed by Didot
Country of Origin: France
Typeface Style: Didone, serif
Characteristics: mature, classy
Notable brands that use this font: Giorgio Armani
Futura, 1927
Designed by Paul Renner
Country of Origin: Germany
Typeface Style: Geometric, sans-serif
Characteristics: optimistic, modern, unconventional, personable
Notable brands that use this font: FedEx, Swissair
Helvetica, 1957
Designed by Max Miedinger
Country of Origin: Switzerland
Typeface Style: Neo-grotesque sans-serif
Characteristics: simple, utilitarian, quirky flair
Notable brands that use this font: Fendi, Harley Davidson, Dole, AT&T
Modern Fonts
The modern designs have burst in notoriety over more recent decades as they become associated with booming brands of the time.
ITC Lubalin Graph, 1974
Designed by Herb Lubalin, Antonio DiSpigna, Joe Sundwall, and Edward Benguiat of the International Typeface Corporations
Country of Origin: United States
Typeface Style: Neo-grotesque slab-serif
Characteristics: lively, impactful, energetic
Notable brands that use this font: IBM
FF Meta, 1991
Foundry/Designer: Erik Spiekermann
Country of Origin: Germany
Typeface Style: Humanist, sans-serif
Characteristics: curved, fluid, rhythmic, fresh
Notable brands that use this font: Herman Miller, The Weather Channel
Neo Sans, 2004
Designed by: Sebastion Lester of Monotype
Country of Origin: England
Typeface Style: Sans-serif
Characteristics: curved, friendly, approachable, clear
Notable brands that use this font: Intel
Proxima Nova, 2005
Designed by Mark Simonson
Country of Origin: United States
Typeface Style: Sans-serif
Characteristics: hybrid of classic and modern, hip, digital
Notable brands that use this font: Spotify, Buzzfeed
