I have been given the task of rebranding Help Link and
redesigning the logo that I will complete within a group. Within this group we
have decided to experiment with both Helvetica and Futura as they are modern
and simplistic and suit the trend of keeping logos modern but simple.
The two fonts are very similar however there are subtle
differences. For example, letters that are dotted such as j and i, the dots are
circular in Futura but square in Helvetica. The upper case G has no tail in future
but does in Helvetica and the tail of the upper case R in Futura is straight
but curved in Helvetica. Little style differences such as these can make a big
difference when trying to communicate a set of values or ideas. Futura is a
much more friendly and inviting font, which is why we have chosen this one.
Here are some examples of companies that have used Futura and Helvetica in
their logos.
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