FIORUCCI #cooltype

These advertisements were for the Italian Fashion brand Fiorucci during its most affluent time in the 70's and 80's. The images were found on pinterest, and the advertisements show a variety of different font but the most used is Helvetica Neue which gives the advertisements a cool and modern look.

Helvetica neue is a geometric sans serif as the letters are low contrast and are proportional throughout and is an example of cool type. This choice of font gives the advertisements a modern feeling, and signify that it is an iconic brand and remains constant throughout all of their advertisements during this period.

In my own work I will try to distinguish a brand through its font and font use and try to maintain a consistency so that it can become easily recognizable as something that is important and more important than the following text. It seems as though a majority of brands use cool type to enable more play within the image and to maintain a brand image.