The typeface I have chosen for my logotype is Futura. I felt this would be most appropriate for my electrical company logo as its clean, crisp forms reflect the appearance of efficiency and forwardness, which is exactly how I want to represent my brand.
Futura was created by Paul Renner and his main focus was avoiding including any non-essential elements within the typeface. He believed that a modern typeface should express modern models. Futura was inspired by the Bauhaus movement which follows the idea that form and function destroys ornamentals and clutter. This is a great thing as it makes my company come across as more professional and very straight to the point. The typeface is clean, standardised and legible and its basic geometric proportions ensure there are no serifs or frills.
Futura is a very popular font and is used in many big brands such as Volkswagen, Domino's Pizza, Absolut Vodka, Crayola and IKEA. Futura was also the first typeface on the moon as it was used in a commemorative plaque left by the astronauts of Apollo II in 1961.
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