1.

IN OUR LAST STUDY OF HELVETICA, WE UNVEILED ITS LINGERING INFLUENCE OF THE TYPOGRAPHY IN THE FASHION INDUSTRY FOLLOWED BY THE RISE OF LOOK ALIKE FONTS. WE THEN EXPLAINED HOW CREATING YOUR FONT IS THE MOST EFFICIENT WAY TO FOSTER BRAND RECOGNITION.

WE THEN TEASED THAT WE WERE WORKING ON DEVELOPING OUR OWN FONT: HURTVETICA.

2.

VIRGIL ABLOH WAS ONE WHO NEVER SHIED AWAY FROM USING POPULAR TYPOGRAPHY IN HIS WORK. YOU CAN SEE HERE THE USE OF SERIF FONTS IN SOME OF HIS OFF—WHITE DESIGNS.

3.

SOME LOGOS FEATURE SERIF WHILE OTHERS USE SANS-SERIF FONTS.

4.

WE ALSO DECIDED TO USE SERIF AND SANS-SERIF FONTS FOR DIFFERENT USE CASE.

5.

WE USED THE SERIF FONT FOR OUR MERCH LINE AT THE DESIGN STUDIO. THIS SERVED AS EARLY BRAND RECOGNITION. WHEN THE NAME ISN’T FAMILIAR OR HARD TO PRONOUNCE YOU STILL WANT TO FOSTER BRAND RECOGNITION; HENCE WHY I USED THE MOST NOTICEABLE HERE AT HURTLICHE.

6.

HERE WE ARE UNVEILING NEW BRANDING FOR THE HURTLICHE LINE. EACH TAGS WILL BE USED DIFFERENT PRODUCT LINE.

THE GOAL WAS TO CREATE A STUDIO LINE AND A MAINLINE.

(MORE ON STUDIO LINE AND MAINLINE IN A FUTURE ARTICLE)

7.

HERE’S A BREAKDOWN OF THE MAJOR TECHNICAL DIFFERENCES BETWEEN SERIF AND SANS-SERIF FONTS

8.

HERE’S AN EXERCISE COMPARING TWO IN-HOUSE BRANDS

9.

FRENZIES USES ARIAL, A POPULAR FONT, THAT FEATURES SUBTLE DIFFERENCES FROM HELVETICA.

10.11.12.

BIGGEST DIFFERENCES CAN BE SEEN IN THE ANGLES AND LENGTH OF THE F-R-S

13.14.

BY FOLLOWING THE PREVIOUS GUIDE YOU WOULD BE RIGHT TO THINK THAT THE NEW HURTLICHE LOGO IS SIMPLY WROTE IN HELVETICA.

15.

HOWEVER, THE FONT HAS ACTUALITY BEEN REDESIGNED WITH LARGER CROSSBARS AND LONGER STEMS. THE NEW FONT IS RECOGNIZED  MOST NOTICEABLY BY THE STRAIGHT DIAGONAL STORKE AS OPPOSED TO THE ORIGINAL ROUND NECK ON THE R.

16.

I TOOK THE LAST MONTHS TO LEARN THE ESSENCE AND THE ART BEHIND TYPOGRAPHIES. SOME DESIGN HOUSES ARE ENTIRELY DEDICATED TO CREATE AND DESIGN NEW FONTS FOR BRANDS AND COMPANIES. TONS OF GRAPHIC DESIGNERS DEDICATED THEIR ENTIRE CAREER TO THIS CRAFT.

I LEARNED THE BASICS OF TRADITIONAL FREE-HAND TYPOGRAPHY AND DECIDED TO DESIGN MY OWN FONT FOR THIS NEXT ENDEAVOUR IM TAKING MY BRAND ON.   

17.

YOU CAN SEE IN THE LAST SLIDE IM WEARING A VERY SPECIAL PIECE THAT I’VE BEEN WORKING ON FOR WELL OVER A YEAR NOW.

18.

DBL LYR ARE COMING UP NEXT…

IF YOU MADE IT THIS FAR I HIGHT SUGGEST CHECKING OUT THE OTHER PARTS, HELVETICA AND HELVETICA PT 2.

IF YOU’RE ALL CAUGHT UP, SUBSCRIBE TO THE NEWSLETTER AND NEVER MISS A PRODUCT ANNOUNCEMENT OR A BLOG.