Simplistic use of Helvetica, relating to the simplistic sophisticated style of the clothing. Kerning is tight not only for the letters but for the words, adding a hint intimacy which relates well to the openly sexualised advertising. Having the word America on top, and constructed to be obviously longer in comparison to the word Apparel, reinforces the origin of the branding company. The logotype juxtaposes to the colourful and versatile clothing in American Apparel, which could arguably to reinforce attention toward the clothing. Overall, the logotype and use of Helvetica is simplistic yet effective and striking. 
In comparison to the American Apparel logo, there is a drastic change to the use of Helvetic, due to the use of colour and having the typeface in Italic. Having the logotype in italics, adds a form of movement/kinetic energy, this reinforces the company product of a battery and the the fast, strong and long lasting energy their batteries supply. The colours red, yellow and white further reinforce the theme of power/energy giving the overall logotype and fast energised look. This analysis allows me to understand the impact making Helvetica Italic has on the overall look.
Simplistic use of Helvetica, infused with the colours blue and red, the iconic colours of America. Close kerning adds an approachable vibe, which works well for the companies purpose. Using Helvetica for the Airlines business gives a professional look bold and strong look and having the two A's joint together reinforces the strong connection to being an American Airline. Helvetica, being so simplistic, makes it easy to use on a larger scale, and readable from a distance. 
Muji is a minimalist Japanese retailer with a wide range of generic products, including apparel & home goods. The simplistic layout and use of helvetica mirrors the minimalist shop. The heavy weight of the logotype itself is bold and friendly and combined with tight kerning creates an overall approachable friendly look. The use of Kanji sharing the same weight and structure as Helvetica, creates a clear link to the heritage of the retailer. The overall friendly look also symbolises that the prices are affordable and friendly to public.
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