![]() The “T” has been enlarged so it extends over the “M.” The letters may also have been widened somewhat. PayPal rounded the edges of the letters to attain a less severe appearance, and altered the bellies of the “a”s to make them a bit squarer and longer. ![]() No doubt you have heard of Verdana, that font that PayPal’s logo is based on. Basically, the letters have just been squished a little closer together, merging the “v” and “i” and leaving less space between the “m,” “e” and “o.” PayPal Vimeo’s logo is closely based on a font called Black Rose. It is mostly the use of color that sets Google’s logo apart. The differences are quite tiny: the cross bar on the “e” no longer tapers at the end. Google’s logo is based on the calligraphy-inspired font, Catull BQ. ![]() (We wrote about this at greater length here). Can you spot the differences? The two parts of the “k” are merged, the cross bars of the “f” and “a” meet at a parallel slant, and the “c” has been widened slightly. Facebookįacebook’s logo is based on the font Klavika. Lengthened ascenders, adjusted kerning and other such seemingly minor modifications can transform a commonplace font into the backbone of a recognizable brand mark. As you’ll see below, it’s the little differences that matter. ![]() In fact, this is not always the case.īasing a wordmark on an existing font is a common practice no matter how high-profile your client is. You might think that über-rich companies like Facebook and Google, or high-end brands like Giorgio Armani, would invest in completely custom-made lettering for their logos. What really separates a wordmark logo from a font? Sometimes, not very much at all. ![]()
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