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Joe Pemberton's picture
Joined: 8 Apr 2002 - 3:36pm

Quirky typographic oddities often live under the false
protection of a corporate identity. These aren’t limited to
mom and pop shops, some of these logotypes identify
well-established, global companies. Some of them
have been around a surprisingly long time. Too long.

We want to see them here.

1_ Show us the odd, the strange and the poorly
designed logotypes or word marks of the corporate

2_ Submit marks from companies that a lot of
us would recognize.

3_ Provide some background if you know any.

4_ Post a graphic please.

5_ Show us stuff we can learn from. (Even if
it’s learning from other people’s mistakes.)

Jared Benson's picture
Joined: 25 Apr 2005 - 6:41pm

Joe and I had the opportunity to design this client’s site, which has evolved a little since we released it.

The corporate style guide placed a strong emphasis on the proper use of Benton Gothic, so we were intrigued by the corporate logotype, which uses a manually-squashed version of Benton Gothic Black.

Someone should approach Siebel with a small contract to clean this logotype up.


Joe Pemberton's picture
Joined: 8 Apr 2002 - 3:36pm

You stole my thunder… heh.

At first glance, it’s a typical American corporate logo.

On further scrutinization, you’ll see that it’s Benton Gothic (based on Benton’s Trade and News Gothic faces. From FontBureau?) an otherwise great typeface but used here it’s stretched 150%. Note how the cap S is unnaturally wide in the curves. Finally, the cut strokes are an attempt to customize this beauty one step further.

The Lesson: next time you want to use an extended face get one for the job. But don’t force an otherwise beautiful face to contort its way into something ‘original.’


Anonymous's picture
Joined: 6 Mar 2002 - 1:06pm

Benton Gothic is a custom job done by FB. I think it’s kind of a summing-up of all the MFB related gothics (Franklin, News, Alternate, errr.. Lightline?). It’s in the FB 3rd edition specimen book. FYI, Trade Gothic was done by Jackson Burke (at Mergenthaler), not MFB.

Joe Pemberton's picture
Joined: 8 Apr 2002 - 3:36pm

Thanks for the correction. //joe

Hrant H Papazian's picture
Joined: 3 May 2000 - 11:00am

> not the mom and pop video rental place you frequent.

You mean like this?
(Thanks L&S)

Lesson #1:
If you’re using a font with a curvy UC “L”, watch your “LI“s very carefully…

Lesson #2 (unexpected plus):
With the right font you can circumvent obscenity laws and grab some minds and hearts… and other parts.


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