customized century
tweaked by Doyald Young

From The Art of the Letter by Doyald Young.

That's a Century, but which one?

That's why: the half serif on the "n" screamed "Century Schoolbook",
but the width was all wrong.

(...) thought that the often-used styles would not create strong brand
identification, so this font was developed for use on brand names.

Am I missing something? Tweaking a well-known and overused type
design is definitely NOT going to create strong brand identification
neither. What's wrong with designing a truly new typeface? Bunch of
hi-brow conservatives.