Why classic fonts and premium brands go hand in hand

When you think of a premium brand, which ones spring to mind?

I’ll list a few I can think of here:

• Prada

• Apple

• Rolex

• Porsche

These brands are identified as premium for a number of reasons, but primarily due to their commitment to creating a quality service/experience/product.

How do these brands then go about being immediately identified as a cut above the rest? How do they effectively communicate the value they offer and thereby successfully command a higher price point?

Crafting an on-point brand identity is an essential part of this - and one of the things many of these brands have in common is the use of classic typography (a fancy designer word for fonts).

Here are somewell-known font classics you may have heard of (or seen!) before:

· Times New Roman

· Helvetica

· Garamond

· Myriad

· Lucida

· Perpetua

· Bodoni

· Baskerville

· Didot

· Futura

An example of these fonts in use

Why is it that these fonts pair so well with premium brands?

One of the primary reasons is that they have stood the test of time - conveying a sense of enduring, superior quality.

Garamond, for example, whose creator’s portrait appears on the cover of this post, actually dates back to the 16th century!

Mr Claude Garamond

That kind of longevity says a lot. These fonts have outlived countless design trends, proven their legibility, and shown incredible versatility - working just as beautifully in branding as they do in books and newspapers.