For the type for the name of the fragrance and the brand name the type need to look high end and luxury, Alexander James as a name already sounds like luxury brand so all that needs doing is to make it look high end. the font used on the name of the brand is Times with -60 tracking the serif typeface has also looked and also represented a high end look. the -60 just keeps it all together but still legible. The name of the fragrance Untitled sounds modern and i felt the name need to be san serif as this will make it stand out from the name i use DIN a clean, bold and modern typeface that looked great with Times, the Tracking is 900 this breaks up the name but still keeps it legible and it also makes it stand out from the Times being so close together. both of the typefaces complement each other and sand out. old and modern mixed together works really well it gives the brand a luxury image with also 21st century modern element.
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