There are some logos and in turn, typefaces, that have surpassed time and our turbulent modern history. You’ll never be asking whose logo that is when you see the double C of CHANEL house, and of course you’ll know the Coca-Cola red and the swish of NIKE, but what are the names of these fonts and more importantly, do they matter? How does a curve or line reflect the mindspace that a brand is trying to impart in its message? Is there a deeper reason why we collectively throw a