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

#1

Famous-Brands-Logotype-Fonts-Emanuele-Abrate

logo_fonts Report

Pan Narrans
Community Member
3 months ago

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

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This personal project called “Logofonts” is a simple and fun way to learn about some of the world’s best logos. In fact, there is no such thing as a good or bad font—it always depends on the story you want to tell and the voice you want to use for this purpose. And graphic designers exist to masterfully balance all the elements of the logo to achieve the best result.

Bored Panda reached out to Emanuele to find out about the idea and the process behind this project.

“The idea came spontaneously by observing the most frequent questions of graphic designers. I noticed that the most common question when looking at a logo is: ‘which font was used?’ So I decided to create a project that would answer this question in a simple and immediate way,” said the artist.

#2

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Martz Migraña
Community Member
3 months 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
3 months ago

Of Half Dome in Yosemite Nat'l Park California.

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“Most famous logos use a custom typography (designed from scratch, or from a font to customize it). My goal is to find out which font is used at the start and then modify it to get the final result. For this, I do a search by consulting the brand manuals and then visually comparing the original font with the logo. I also often use tools like 'whatthefont.' I always try to be as precise as possible.”

#4

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tima
Community Member
3 months 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
3 months ago

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

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The main goal of “Logofonts,” which has 45.1K followers on Instagram, is to show how a typographic choice can be extremely identifying when designing a logo.

“The font is very important because typographic forms are able to generate emotional sensations in the observer and can represent a highly distinctive element in a logo: think of the Coca-Cola logo or the Instagram logo.”

#6

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James McDonald
Community Member
2 months ago

This comment has been deleted.

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#7

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MIKAYLAH DIAZ
Community Member
3 months ago

i like this name better

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For everyone who might think that using only a font in your logo is cheating and doesn’t require much knowledge, the artist says that the subject is not as easy as it may seem.

There are some basic tips on how to choose the perfect font to represent the tone of your company. In one of his Instagram posts, the graphic designer explores the importance of colors and typography in logos that, even without the use of images, can convey messages and feelings.

“Do you want to express luxury? Then better a serif font or an elegant script. Do you want to express innovation? Then a sans serif and neutral typography may be the right choice.”

Abrate says that the biggest mistake a brand can make when selecting the right font for a logo is to rely exclusively on their own taste or following the customer’s taste: “I love Futura, but when I design, I put my personal tastes aside in favor of the concept I want to enhance.”

#8

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Kyoshi Becker
Community Member
3 months 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
3 months ago

Again!

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#10

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Al Christensen
Community Member
3 months ago

Customized to make the thins even thinner.

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#11

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Graham Heaton
Community Member
3 months ago

Future BBQ?

#12

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#13

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The Wasp
Community Member
3 months ago

This shit writes itself.

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#14

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Timmy
Community Member
3 months ago

Helvetica Black

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#15

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Stewie'sTalented
Community Member
3 months 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
3 months 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
3 months 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
3 months ago

Arial Rounded, I would say.

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#19

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Valquerys
Community Member
3 months ago

Tik Tok deserves to be banned.

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#20

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Al Christensen
Community Member
3 months ago

Need to tighten the kerning a little.

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#21

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Peter Bear
Community Member
3 months ago

Futura Bold Italic, I think.

Timmy
Community Member
3 months ago

And condensed

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Kate Melvin
Community Member
3 months ago

I believe it's Avenir

Erne Guevara
Community Member
2 months ago

font: Impact

averageperson
Community Member
3 months ago

This one is the most different so far, and I don't even like the change.

tima
Community Member
3 months ago

it's not a change, they are showing the original font used in the logo design, its name is "FUTURA". The designers made it in a heavier weight ..

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#22

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Daniele Ribolla
Community Member
3 months ago

with a little help...

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#23

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b l a n c
Community Member
3 months 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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See Also on Bored Panda
#24

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Bone Daddy
Community Member
3 months ago

Is price down black a font?

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#25

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James Mills
Community Member
3 months 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
3 months 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
3 months ago

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

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#28

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Zack Bartlett
Community Member
3 months 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
3 months 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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#30

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tima
Community Member
3 months ago

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

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Note: this post originally had 58 images. It’s been shortened to the top 30 images based on user votes.