iPhone Logo

I am a strong supporter of Apple and I posses several of their products. This led me to an interest in finding the font that is used for the iPhone. After conducting some research, I learned that Apple has used a variety of different typefaces over the year which range from Helvetica Black to Gill Sans to Helvetica Neue. It is interesting to me that they have used so many different typefaces yet the logo always has come off as a bold, sans-serif font style. After going on WhatTheFont.com and submitting an image of one of the iPhone logo’s, I found that one of the fonts that Apple uses may be Anago Medium. I believe this is correct because of the similarity of the “lobe” within the “P.” Another reason why I feel that this is the correct font is because of the similarity in the “shoulder’s” of the “h” and the “n.” Below is a photo of the logo as well as a snapshot of the search that I found on WhatTheFont.com.



ITC New Baskerville

ITC New Baskerville is one of the three fonts that Kate Spade New York uses in their advertisements and products. This font is very interesting because of its consistent stroke weight of all the letters. Something that stood out when trying to identify this font are the characteristics of the lowercase ‘g’. There is a gap in the loop of the ‘g’ that gives this letter more personality to it than other fonts. MyFonts describes this font as easily readable, and suitable for elegant advertising. Kate Spade uses this font in their emails as a copy paragraph, which is easy to read to their followers.

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Chobani Typeface

I decided to discover the typeface used by Chobani Greek Yogurt. Chobani is a well-known, international, yogurt company based out of New Berlin, NY. It may be well-known by others from seeing the yogurt on the shelves at stores or in the news. But Chobani has become well-known to me personally because I happen to live right down the road from the company and know many people who are employed there.

Chobani uses the broadband regular typeface created by Grant Hutchinson on their tractor trailers, yogurt cups, banners, and advertisements. I found this typeface by using WhatTheFont, identifont, and Google. The font is a sans-serif, with longer crossbars on the “H”, “B”, and “A”, the counter of the “O” is perfectly round, the “U” has no spur, and the”I” is just a straight line; these indicators helped me narrow the results down.

I think the font Chobani chose for their company was well planned; easy to read and it has beautiful crossbars.


umbra logo

My sister had given me a hanging photo display set for my room that was manufactured by a company called Umbra. For their logo, Umbra decided to use all lower-case letters. The font chosen is a san-serif with a medium contrast stroke. I used WhatTheFont to determine which typeface was used. Based on the image I had uploaded, five matches were found. I made sure to look closely at the shapes of the bowl in the “b”and where the terminal of the “r” and “a” were in comparison to each other in each of the matches compared to the letters in “umbra”. The terminals of the “r” and “a” in “umbra” look as though they could fit together. Using that information, I determined the font to be Congress Sans Std Cond.

Identifying Fonts

The type font I chose to identify for the first blog post is using a picture of a box I had from Macy’s Department store.  For this I used What the Font and received several suggestions of what this font is, but it seems the most accurate is ITC Avant Garde Gothic.  This font is sans serif, all lowercase, and the closed counter for the “A” is a perfect circle as well as the open counter for the “C”.  In the logo itself, they played with the kerning to bring the letters closer together.



The piece of type that I chose to identify was the Hess logo, found on a box for a Hess truck at a garage sale. This logo uses the font “Morgan BG2 Bold”, and I discovered this through the use of What the Font on myfonts.com. In trying to identify the font, this website analyzed each individual letter, then gave a list of 13 possible fonts that the logo could be. From there, I looked at each font and matched up the anatomy of the “S’s” with the anatomy of the Hess “S”. The Hess S has a very curved spine with a straight horizontal stroke in the middle, and straight horizontal arms, as do the S’s in “Morgan BG2 Bold”. The font in general also has flat terminals, thick strokes all throughout the letters, and is sans serif.


Patagonia logo

This is the post excerpt.

I received a catalog from Patagonia, the outdoor clothing company. The cover is a dramatic photo with the name of the company in all lower-case. The font has high contrast stroke weights, interesting serifs, and a binocular lower-case “g” that is unique and has lots of personality. I used WhatTheFont to research what typeface it is based on the letterforms. The top suggestion is Belwe SH designed by George Belwe, about 1915. MyFonts describes it as “Deliberately unusual proportions and detailing break with traditional rhythm and hint at blackletter connections.”

clockwise from upper left: catalog cover, logo, WhatThe Font suggested results, identifying letterforms