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There is no doubt that a logotype is the face of the company; that‘s why each element of some of the most iconic and well-recognizable logos is carefully thought out, even though they might seem simple. Often, simplicity is the key. Selecting the right typeface and font for a logo is crucial and combined with size, color, and graphic elements can help you stand out in a competitive environment. Each font can communicate a specific personality and tone—this is why it‘s particularly important to go with something that perfectly represents the brand‘s identity. Some brands use well-known and time-approved fonts such as Helvetica, Arial, and Gotham, while others create their custom designs often based on or inspired by classic fonts.

The Italian graphic designer, or logo guru, as one might say, Emanuele Abrate, runs an Instagram account all about logotypes. Last time we featured the artist on Bored Panda, he fixed the "World’s Worst Logos" (disclaimer: some of them are pretty ambiguous) by redesigning them in a more appropriate and sleek way. This time, he shows what fonts some of the most popular brands chose to represent them by replacing names in logos with logo fonts.

More info: Instagram | behance.net | Facebook | emanueleabrate.com

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Pan Narrans
Community Member
6 years ago

Always wondered why Adidas had the chimneys of the sinking Titanic as their logo.

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    #2

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    Martz Migraña
    Community Member
    6 years ago

    Ha! What an appropriate font name! (Pico in Spanish means "beak", among other stuff. If you ask a Chilean you may have a faaar different translation, haha!)

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    #3

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    Randy Klefbeck
    Community Member
    6 years ago

    Of Half Dome in Yosemite Nat'l Park California.

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    #4

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    tima
    Community Member
    6 years ago

    helvetica is one of the most used fonts in the design industry

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    #5

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    Caroline Driver
    Community Member
    6 years ago

    And is this the same font that was used on the cover of Needful Things as well?

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    #6

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    Anders Öhman
    Community Member
    6 years ago

    Not the same font. The logo pre-dates the font with 80 years.

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    #7

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    MIKAYLAH DIAZ
    Community Member
    6 years ago

    i like this name better

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    #8

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    Kyoshi Becker
    Community Member
    6 years ago

    This designer is wrong... It looks like Knockout HTF-49 Lightweight. Look at the weight on the lowercase e and o...

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    #9

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    Alyssa Fry
    Community Member
    6 years ago

    Again!

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    #10

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    Al Christensen
    Community Member
    6 years ago

    Customized to make the thins even thinner.

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    #11

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    Graham Heaton
    Community Member
    6 years ago

    Future BBQ?

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    #13

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    The Wasp
    Community Member
    6 years ago

    This s**t writes itself.

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    #14

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    Pamela24
    Community Member
    6 years ago

    Very original.

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    #15

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    Stewie'sTalented
    Community Member
    6 years ago

    My current favorite font. I think the Obama presidential campaign used this font. It symbolizes modernity, clarity.

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    #16

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    אולגה פורמן
    Community Member
    6 years ago

    How is this and the Hilfeger logo are the same font?

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    #17

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    Daniel Buckland
    Community Member
    6 years ago

    Google created product Sans, so does that really count? Also it was based off Futura with a few minor tweaks.

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    #18

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    KatHat
    Community Member
    6 years ago

    Arial Rounded, I would say.

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    #19

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    Valquerys
    Community Member
    6 years ago

    Tik Tok deserves to be banned.

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    #20

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    Al Christensen
    Community Member
    6 years ago

    Need to tighten the kerning a little.

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    #21

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    Kate Melvin
    Community Member
    6 years ago

    I believe it's Avenir

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    #22

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    Daniele Ribolla
    Community Member
    6 years ago

    with a little help...

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    #23

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    b l a n c
    Community Member
    6 years ago

    interesting enough, billabong ISN'T actually the font used in instagram. if you search it up, you'll find that it's actually a handwritten script SIMILAR to billabong. but of course here you can easily see they are not the same

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    #24

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    Ronald Clay
    Community Member
    6 years ago

    Same font as The Price Is Right.

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    #25

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    James Mills
    Community Member
    6 years ago (edited)

    The kerning is made so all the letters are the same width apart. but how much incline?

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    #26

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    Kris Bunda
    Community Member
    6 years ago

    Not exactly. Klavika a top curves downward, k shows daylight between strokes.

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    #27

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    Gonzalo Terán
    Community Member
    6 years ago

    Close, but not. Check the A and the E.

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    #28

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    Zack Bartlett
    Community Member
    6 years ago

    Um... no its not. I feel like FedEx is pointed to as one of the best examples of Helvetica in logo usage.

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    #29

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    Al Christensen
    Community Member
    6 years ago

    No, it's not. The GoT logo has heavier serifs, with serifs at the top of the M and N.

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    #33

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    #34

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    Al Christensen
    Community Member
    6 years ago

    Again, tighten your kerning.

    #35

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    #37

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    #38

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    b l a n c
    Community Member
    6 years ago

    ironic that it's not in the billabong fonr

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    #41

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    #42

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    #45

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    tima
    Community Member
    6 years ago

    no it's not the same at all: see the R, the weight of the serifs..

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    #46

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    #47

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    Al Christensen
    Community Member
    6 years ago

    Notice the difference in the curve of the R.

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    #49

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    #50

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    #51

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    b l a n c
    Community Member
    6 years ago

    okay i like the pun in this one

    #52

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    #53

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    Titas Burinskas
    BoredPanda Staff
    6 years ago

    Tupperware's logo now reminds of something else... I wonder if they'll change it due to bad rep.

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    #54

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    #55

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    Al Christensen
    Community Member
    6 years ago

    Ah, you do know how to kern.

    #56

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    Al Christensen
    Community Member
    6 years ago

    Notice the flat top of Toyota's A is wider than the one in Avenir.

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    #57

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    Al Christensen
    Community Member
    6 years ago

    However, the logo uses round dots on the i's and the v has been customized to make the bottom pointy rather than flat like the standard font.

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    #58

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