The document provides information on the history and design of the Futura typeface. It was created by German designer Paul Renner between 1924-1926 and released in 1927. Futura is a geometric sans-serif typeface influenced by the Bauhaus philosophy. Today it is extremely popular for logos, commercial products, and films due to its clean lines and curves that match well with the Chanel logo.

2. Chanel is a French fashion house founded in 1909 by
Gabrielle “Coco” Chanel, well established in haute
couture, specializing in luxury goods. Chanel is most
famous for the “little black dress”. Today Karl Lagerfeld
is the head designer at Chanel.

3. FUTURA
German designer Paul Renner created Futura between
1924 and 1926 and released in 1927 and influenced
by the Bauhaus philosophy. Futura is a geometric sans-
serif. Today this typeface is extremely popular for count-
less corporate logos, commercial products and films.
It is a good fit for Chanel because the lines and curves
matches the Chanel logo.

4. Icon: Woman, flower, sunglasses, typeface.
Index: Chanel.
Symbol: Chanel, Claudia Schiffer.
Name: Chanel.
Meaning: It’s an good ad. There is focus on the sunglasses, which makes the potency strong. The ad is
active because the model is wearing the sunglasses and the logo is on the ad.
Veins: 1. Background, 2. Woman, 3. Blouse, 4. Jacket, 5. Sunglasses, 6. Flower, 7. Logo.
Taxonomy: Volume.

6. Icon: Hat, clutch, woman, typeface.
Index: Chanel.
Symbol: Chanel, Claudia Schiffer.
Name: Chanel.
Meaning: The ad is good visually. If the meaning is to show a variation of products, is good, but if
the meaning is to have focus on a single product, it is bad, which makes the potency both strong and
weak. The ad is active because the model is wearing the products and the logo is on the ad.
Veins: 1. Wall, 2. Clutch, 3. Woman, 4. Pants, 5. Jacket, 6. Hat, 7. Brand logo.
Taxonomy: Lenght.

8. Icon: Woman, man, necklace, earrings, clothes, typeface.
Index: Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: It is a good ad visually. There is focus on the clothes and no interfering elements, which
makes it strong. It is active because the models are wearing the clothes and it has the logo.
Veins: 1. Background, 2. Woman, 3. Dress, 4. Jewelry, 5. Man, 6. Shirt, 7. Jacket, 8. Logo.
Taxonomy: Lenght.

10. Icon: Man, skyline, perfume, typeface.
Index: Slogan, Bleu de Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: The ad is good. The product is big, which makes it strong. Its active because it has
the product and the logo brand.
Veins: 1. Skyline, 2. Man, 3. Shirt, 4. Jacket, 5. Perfume bottle, 6. Slogan, 7. Logo.
Taxonomy: Volume.

12. Icon: Face, mouth, necklace, pearl, typeface.
Index: Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: The ad is good visually. It can be hard to see
if it’s an ad for the lipstick or the necklace, which makes
the potency weak. It is an active ad because the model
is wearing the lipstick and interacting with the necklace
and it has the logo.
Veins: 1. Background, 2. Face, 3. Lipstick, 4. Necklace,
5. Logo.
Taxonomy: Volume.

14. Icon: Woman, bed, door, floor, dress, cardigan, typeface.
Index: Website.
Symbol: Chanel.
Name: Chanel.
Meaning: It is a good ad. The products are easy to see, which also makes the potency strong.
Its active because the model is wearing the clothes and the logo is very visible.
Veins: 1.Wall, 2. Bed, 3. Woman, 4. Dress, 5. Cardigan, 6. Logo.
Taxonomy: Width.

15. Icon: Woman, door, dress, hat, typeface.
Index: Chanel.
Symbol: Chanel, Claudia Schiffer.
Name: Chanel.
Meaning: It is good visually. You can see the dress very clearly, which makes the potency strong. It is
active because she is wearing the dress and it has the logo.
Veins: 1. Wall, 2. Door, 3. Woman, 4. Dress, 5. Hat, 6. Logo.
Taxonomy: Lenght.

16. Icon: Woman, bag, jacket, jewelry, shoes, typeface.
Index: Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: it is a good ad. There is focus on the clothes, which also makes it strong. It is
active because the model is wearing the clothes and it has the logo.
Veins: 1. Sky, 2. Wall, 3. Woman, 4. Shorts, 5. Jacket, 6. bracelet, 7. Shoes, 8. Bag, 9. Logo.
Taxonomy: Length.

17. Icon: Bag, woman, typeface.
Index: Chanel.
Symbol: Chanel.
Name: Chanel.
Meaning: It is a good ad. There is focus on the bag, which makes it strong. It is active because the
model is holding the bag and it has the product and the logo brand.
Veins: 1. Background, 2. Woman, 3. Top, 4. Bag, 5. Logo.
Taxonomy: Lenght.

18. Icon: Woman, perfume bottle, shirt, pants, necklace, belts, typeface.
Index: Contact info.
Symbol: Coco Mademoiselle, Keira Knightley.
Name: Chanel.
Meaning: The ad is good visually. The product is big and stands out
on the black background, which makes it strong. It’s active because
it has the product and the logo brand.
Veins: 1. Background, 2. Woman, 3. Shirt, 4. Pants, 5. Belts,
6. Necklace, 7. Perfume bottle, 8. Text, 9. Logo.
Taxonomy: Volume.

19. Utopic
1
2
5
3 4
6
7
8
Critical Playful
9 10
12
11
13
Practical
1. Chanel, 2. Gucci, 3. Tod’s, 4. Longines, 5. Burberry, 6. Burton, 7. Evian LB, 8. Evian IT, 9. Nespresso,
10. Adidas Original, 11. Adidas Football, 12. Billabong, 13. Pantene.

20. Utopic
1
2
3
4
5
Critical Playful
6
Practical
1. Chanel, 2. Dior, 3. Versace, 4. Yves Saint Laurent, 5. Dolce Gabbana, 6. Burberry.