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I've been spending the last few days trying to decide on a font for a company I am starting. It's an apparel company where we focus our focus is simple and elegant experiences. Right now the logo I've designed is very simple so I need a typeface that goes along with it. I want it to be simple and elegant. By that I mean simple but looks really good. It must be both, the elegant fonts are not going to do and simple to is too broad.

I really liked Avenir but a friend of mine whose opinion I trust turned it down quickly. He said I would like Chalet, which I do but I was wondering if any of you have any other suggestions?

If you liked Avenir but don't want to use it, try Gotham. The only downside is that everyone is using Gotham right now so it's not going to be terribly unique. Maybe also check out Whitney or Verlag by H&FJ

The Chalet family has a lot of different styles ranging from Bauhaus to Helvetica-esque. I'd just try to avoid Chalet London 1980. I think it ends up looking cheesy most of the time (especially if you use a lowercase t).

I think Neutraface is a very elegant looking sans serif. It's often times used to look a little Art Deco if that's appealing to you.

Just out of curiosity, what was wrong with Avenir?

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Read Between the Leading podcast | Pixelspread

I don't know what was wrong with it really. I think it was because it's too popular and he said it doesn't work for what I'm doing.

Thanks for the great advice I really Neurtraface and Verlag. Thanks for the great advice.

well if Avenir is too popular, then Gotham is WAY too popular. Good luck with Neutraface and Verlag. Interesting fact: both were designed to mimic the characteristics of famous architects handwriting and/or lettering (Richard Neutra and Frank Lloyd Wright).

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Read Between the Leading podcast | Pixelspread

Hi rhyde,
It seems you have an aesthetic in mind. When I'm at that point, I tend to do some freehand sketching in place of the font. I get a few scenarios to work with so I can see the graphic & imagery as a whole. At that point, I look for something that can be applied to what came naturally.

If all your work is currently on the screen, output your graphics and try sketching on overlays to determine good positioning & weight.

Mike Lee | ReadyType™

Its nice article. I think every website success relies on the logo font. You shared valuable post. I agree with you. Thanks