why did nike choose this as their logo font and what does the aston martin logo type say about
its brands how do these font choices communicate and possibly trick consumers let's find out in
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what is the og font used on the nike logo three points to you if you know the exact font choice
for this logo design so the design uses futura and to be more specific futura condensed extra black
if you want to truly level up in logo design or just as a graphic designer in general you need to
start understanding why certain fonts are used and then translate that knowledge into your workflow
but going back to that question why have nike chosen future condensed as their brand asset
well let's ask this question what does nike want to communicate as a brand to the audience it's a
sports brand so sending out a message of strength stability power a kind of modern cutting-edge vibe
and maybe a sense of motion would be a great start the logo symbol itself the swoosh does half of the
work in communicating the message to the audience the style of the typeface does the other half
futura condensed extra black is very bold and very hard hitting
it looks robust it looks strong and it looks somewhat modern even to this day
the modern look is in part due to it being a sans-serif font and when it's used in italics
we get that kind of sense of forward motion that works really well for sports type brands
this font wasn't drawn out of a hat or chosen because the designer simply liked it it was a well
thought out decision that works even to this day let's try the next logo font and that's for aston
martin first we should consider what this brand sells which of course is fairly expensive cars
who do they sell these fairly expensive cars to well professionals business owners millionaires
and so on with all of that in mind what does aston martin want to convey to their target audience
well they probably want to show they are superior have a sophisticated sense of class and are
somewhat serious in nature if we look deeper into aston martin's brand message from their own
website they suggest that the winged logo is meant to represent elegance freedom refinement and elite
performance so with that in mind would a lowercase sans-serif font choice such as avid guard gothic
work for this logo well probably not because it's too bold it's too personal and it's too informal
instead they utilize optima roman this choice of typeface works really really well because
it looks professional and formal however it also looks elegant and light because it's not so bold
and it's not so loud in nature it's really quite refined but let's take a look at a third example
let's run the sequence through once more think to yourself what is this brand selling who are
they selling it to and what sort of emotions or feelings do they want to communicate to
their target audience if you continually think like this guys you will go a lot
further in your design careers than most other people out there so armani is situated in the
middle of a very prestigious and very stylish niche sector that being the world of fashion
it's positioned at the somewhat high end of the spectrum relatively speaking so you can
probably come up with words such as luxury elegance style and prestige taking a look at
psychology of typefaces serif fonts tend to fall right in line with these kind of words
so you can see how it's simply just a case of knowing exactly what you want to say to
an audience and of course finding out who the audience is and then tailoring the style of
the typeface to the audience it's such a simple concept and yet it is so easy to mess up without
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