The common use of identical typefaces among various brands surprisingly dilutes individual brand identity, pushing companies to rely on styling and context over unique design.
Helvetica remains a favored choice due to its professionalism and versatility. Used across brands like Toyota and Jeep, it adapts while still appearing distinct.
Didot stands as the premier typeface for fashion brands, appearing predominantly in high-end magazines and branding, signaling luxury and elegance to consumers.
Many brands mistakenly presume that using a well-known typeface, such as Helvetica or Didot, will set them apart, when in reality, it does the opposite.
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