Avenir is a geometric sans - serif typeface, it was designed by Adrian Frutiger and released in 1988 by The Mergenthaler Linotype Company. It's used largely in corporate firms such as LG, Apple, The BBC (predominantly BBC2) and Starbucks, it is used in these large firms as part as their advertising layouts and also within products themselves. Initially I believed that Avenir was directed at the younger audience, the generation of technology such as mobile phones, apple products and coffee shops. However I must also consider that programmes shown on BBC2 have particular interests related to the elderly showing that Avenir is quite diverse, mainly because it is an unbiased and neutral font. Regarding form vs function I believe that Avenir is created as a typeface with a purpose rather than for a decorative visual role only, mainly because it is clear and concise, there are no serifs and simplicity is its main characteristic. When I look at Avenir I think of a smoothness, a flowing line is displayed and fluidity in movement, it has no harsh angles or lines representing kind and soft curves. The main connotations are subtlety, softness, clear, simple, lazy, unimaginative and to the point, although some of these contradict each other I feel that each of them are true to the specific context it is used in.
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