Which of these font communicates "luxury products" better?
We are about to create a new luxury fashion brand. We researched many trademark logos, and saw they use different font types. We cannot decide between the two different fonts below. We target people who using luxury leather goods (handbags, belts, wallets), similar to Michael Kors, Furla, Balenciaga or Prada.
Which one looks cool, good and suitable for a fashion brand? Would appreciate the input from you knowledgeable graphic artist.
This is wildly opinion-based, but I would go for number two; hands down. The proportions are better, the sharpness of the M an As less spiky. Besides.. the top one reminds me a little too much of Futura, and though it is a good font, it is a little dated. At least to me.
A typeface tells a story.
Whether or not you're consciously aware of it, it has history, character, emotion. Of course, most people don't realize this. It's subconscious but that makes it all the more powerful as a psychological tool.
If your mark is going to be primarily typographic, the message of the typeface becomes a much bigger piece of the authenticity of your branding. It needs to align with your story and aspirations.
In your example, #1 has a sort of early 20th century New York architectural feel. It's stylish but approachable. It's solid and just a little quirky. #2 is much more serious, somewhat European, and possibly snobbish.
We could all tell you what we like but that's not very relevant to your brand.