by malick sylvain

This three-part article covers the resurgence of Helvetica as the hottest font in the Fashion Industry and why big companies are now moving away from the Swiss Typography and designing their own.

Hurtliche is currently amid a rebranding, and using Helvetica came with its setbacks. On Top of being hard to find on different eCommerce Platforms due to Licensing, the font dominates the high-fashion industry, so we decided to design our own.

This blog will serve to document our journey rebranding and the study of the Helvetica font, its takeover of the Fashion Industry (heavily promoted by Fashion Designer and Creative Virgil Abloh), the design differences with other similar fonts and why other companies decided to make their own font as opposed to keep using Helvetica as they have for so many years. 


The Swiss font was made with no particular meaning or references. Notorious for its legibility and minimal aesthetics.

The clean font allows mixture of multiple design languages under one seamless umbrella. Other brands like hood by air, the north face, Fendi and fragment design are all known for using Helvetica Neue and other similar sans serif fonts. 

Helvetica lack extended tails called serifs. The absence of deeper mining allows it to be applied to just about any situation and brand. 

Over the years many luxury brands have turned toward more Helvetica esk sans serif logos. Instead of the older long-standing classic one.

But for a luxury brand why opt for simplicity over intricacy? For many fashion houses, Helvetica marks the beginning of a new era and time in history.

For newer up-and-coming brands, Helvetica allows total freedom of expression without being polluted by the popularity of script or serif fonts. 

This rise in popularity created a path for look-alikes and now immense brands are starting to ditch Helvetica and switch typefaces.

Apple, Google, Coca-Cola, Youtube and others switched from Helvetica Neue to a similar in-house font on their platform. Despite the font's popularity, companies come across hurdles great enough for them to decide to move away completely from Helvetica.


And we did too.

To be continued in Helvetica® pt2 ...

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