Need help identifying logo font for ASDA, Tesco, Sainsbury's and Morrisons supermarkets in the UK

philshelf's picture

Hi people,

I'm working on a project that will require me to replicate the fonts used in the above supermarket logos. I've tried, and failed to locate any suitable matches. I'm told that they are probably proprietary fonts based off of modified versions of existing fonts. Even having a closely matched font would be extremely useful.

I can't divulge too much about the project, tho I can say that it will be a comedy website with more than a little tongue in cheek humor aimed at these retailers. I'm telling you this in the hopes that former employees of the companies may come forward with enthusiasm!

http://www.udsu.co.uk/files/minisites/54703/asda.png
http://www.aaronfencing.co.uk/img_gallery/accreditations/Tesco-Logo.jpg
http://1.bp.blogspot.com/-aGw3DBxs2Eo/TqSc87KV_AI/AAAAAAAAAgY/BJl40lw0f4...
http://www.zillibaby.co.uk/wp-content/uploads/2012/01/bigmorrisons.png

Thanks guys,
"Phil Shelf"

fvilanakis's picture

You may like the following substitutes:

"ASDA": PF Highway Sans Pro Black

"TESCO": NewtextEF Demi

"Sainsbury's": DTL Argo ST (Medium)

"MORRISONS": Siseriff LT Std

None of them is an exact match, therefore some Photoshop treatment is required to make them look closer to your originals.

Good luck with your comedy website :)

PS: Why all Super Market logos are created with so bold and "fat" letters? ;)
Is this a subconscious message like "consume more" - "have plenty of food" - "be fat too"?

philshelf's picture

Hi, sorry for the late reply. I just wanted to thank you. Your suggestions are pretty much perfect. I'm happy to use slightly different fonts as it helps me distance myself legally from any backlash!

I think you're onto something with the trend in chunky lettering! Retail is full of subliminal messages and subtle manipulation!

Thanks again

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