The 5 most iconic fonts in the fashion world To sell luxury, you need the right character

Typography is largely abstract art. Articulated on the typographic point as music is on notes, its history is almost as vast as its expressive possibilities. And the part of the logo of a brand that includes its name, technically called "logotype", has the task of visually shortening its entire aesthetic. For this reason, changes of logos and fonts for brands happen very rarely and, if they happen, they must be as well-thought as possible. 

Here are the five most iconic fonts in fashion according to the editorial staff of nss magazine.

Prada's modern serif

The Futura font was invented in 1927, in Germany, by Paul Renner. It was an incredibly modern character for the times, with very geometric versions, and was sold and used everywhere in the following years until it arrived on the Apollo 11 dashboard and in Kubrick's films. It was in the 80s that artist Barbara Kruger used a bold and cursive version for her subversive works – later becoming an icon of the New York art scene, which was then borrowed by James Jebbia (with Kruger's more or less tacit approval) for his brand, which with the artist shared the irreverent approach towards the dominant culture.