I wanted to use a sans serif typeface to work with the '17' and also to allow the brand to come across as affordable and down to earth, not bespoke and expensive. I thought helvetica or geneva seemed the most fitting; it then came down to the weight of the two typefaces, helvetica is more weighty and matches the weight of the '17' whereas geneva is a little finer and constrast the '17'. I think geneva is going to work best here as helvetica makes the product seem too bold and in your face.
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