Studio Brief 01, Logotype - Exclusive brands and their logo type

Thinly stroked, all capital serif fonts seem to be a familiar trend with upmarket exclusive brands. It carries an image of luxury, sophistication, refinement and sends a statement that you can afford these goods. There is often emphasis given to back up our opinions with secondary sources. However in this case, I feel that the reason why serif fonts evoke these connotations is because of its frequent use on luxury brands and the time period of which serif fonts were made. Therefore by constantly seeing these fonts on luxury brands, it become associated with luxury. Furthermore the serifs evoke reliability, respect and tradition, which relates to the values that luxury brands uphold. 

So to experiment on this idea, I used some of Massimo Vignelli's essential typefaces on to the American Apparel brand logo. Immediately we can see the impact a serif font has on the American Apparel name. It gives the impression that the label is more refined and does away with the connotations of the scandals and sexualised adverts that most people relate to the brand. It makes the brand look more grown up by implying that it is heading towards a high fashion route. 

To further this design idea, I shall look into experimenting further with the serif fonts and look at other brands that don't use serif fonts but are still able to carry the message of sophistication.