Initial look at 'high end' fashion and their corporate identity:

Following on form the crit, I have decided to look into high end fashion brands to gain knowledge of what a more classy font looks like, and eventually take inspiration from these companies which I can take into my designs.

Here I have managed to find a very wide range of high end fashion companies and their logos in vector form, which makes it very easy to critique the fonts and logos.

 Surprisingly, many of these fonts aren't of the serif variety, which shocks me as previously I suspected they were, or that they'd be script/calligraphy style, as I find that high end and elegant.

Certain fonts such as the 'Oscar de la renta', 'Paul Smith' 'Pepe Jeans', and also the Cartier below are all script/calligraphy, which isn't actually that many in the grand scheme of logos found here, but they are very elegant, but also very simple. I can see why these companies have chosen to use this script style font as in most cases due to the fashion designers owning the company, they have used their signature to reflect elegance, honesty and trustworthiness. The script fonts make use of wide bowls and large curves to show flamboyance and femininity.

Certain fonts which are sans serif jump out to me such as the 'Marc Jacobs', 'Versace', 'Escada' and also 'Gucci' due to how simple they come across and legible also. Legibility/readability comes across as honest and trusting in a company as you can read it simply and doesn't look like they're trying to deceive.

Many of these fonts use block capitals to stand out and also look bold and prominent (again hierarchy of type). The fonts which do use serifs are very spaced apart to show legibility and simplicity as well as retaining elegance and flow. 

Evaluation:

From this short piece of research I have realised how the most famous brands make use of simplicity, and elegance is not a place for fonts which are hard to read or illegible as it comes across as they have something to hide or are being deceitful.