Waitrose have in use a custom variation of the geometric sans serif font Futura. I researched into it and apparently they have based their typeface on Futura Md bt. The Waitrose and John lewis identities are very crisp, clean and simple, which creates a professional aesthetic. I feel that it attracts a lot of customers because of this. Waitrose isn't a cheap store and I think that the logo identity and type used reflects its ethos and store well as being an expensive super market.
No comments:
Post a Comment