Serifs are typically used for works that require traditional, sensible, or sophisticated touches. So it’s no wonder that the likes of Zara, Vogue, and Baron & Baron use Didot for their logo. But what makes this font a favorite in the fashion industry? And should you consider it for your next design?
Much like Garamond, Didot is a group of typefaces named after the typography family where it originated: the Didot family. The font itself is classified under the Didone serif genre, known as the standard of general-purpose printing during the late 1800s until the 19th century.
The Didot family were well established as type designers for over 100 years. The typefaces were developed sometime during the years 1784 to 1811, and were inspired by experimentations of John Baskerville. With its signature clear forms and fine strokes, it became famous not only in Paris, but also in Greece, where the Didot family also setup a printing press.
Didot in the Modern Day
As mentioned, companies and businesses that want to convey a chic, smart appeal often turn to Didot to achieve said effect.
Fashion and lifestyle magazine Vogue for example, uses a slightly modified version of Didot for their logo. Spanish fast fashion retailer Zara has been criticized for the use of the font with ‘uncomfortably close’ kerning. Believe it or not, broadcast network CBS also employed the font in its earlier logos, as well as in a couple of their shows, such as The Late Show with Stephen Colbert.
There’s no doubt that Didot can add a certain level of style and taste to almost any project. So it’s safe to say that you’ll want to add it in your collection – if you haven’t yet. You can purchase the bundle and complete variants from MyFonts. For the free versions, check out Fonts Geek or wFonts.