Geometric Type: Is it dead?

  • Author: Alistair O'Sullivan

“The use of geometry (geometric type_ in both graphic design and type design has grown in 2017,” says Lee Fasciani, founder and director of Territory Projects, a sister company to Territory Studio specialising in brand and digital.

“The use of Helvetica used to happen in cycles – largely driven by the lack of alternatives (notwithstanding Akzidenz Grotesk) – but now it seems the wealth of well-crafted geometric sans serifs available make designers think differently about choosing the trusted typographic statesman.”

“Google Fonts and the ability it gives designers to easily incorporate digital fonts into web pages is one of the reasons for this, bringing typographic consistency to branded collateral across all channels. Geometric sans serif fonts also have the ability to be relatively ageless, like most geometric design.”

“There is a bold clarity and honesty to such fonts that have now been used by many large corporations to communicate the simplicity and openness that their brand team requires,” he concluded. “Examples of the trend can be seen in the use of LL Brown by Airbnb, Natwest and Thameslink, and LL Circular by Spotify and Eurosport.”