I’ve started using Pinterest, and a while back I posted the wichcraft logo. Someone commented to ask me what font was used, and so, I took some to study it. I eventually fell back on What the Font to answer my question for me, as I am apparently tragically out of shape identifying fonts. (In case you are wondering, What the Font identified it as Ionic MT, and I have to agree with their assessment.)

I have to admit, I had a hard time deciphering it, and the thing that was causing me the most difficulty was the lower case ‘f’. I couldn’t, for the life of me, understand what was going, because I kept looking at it as simply the letter f with a section of it cleverly carved away. I stared and stared, wondering why the top (or the serif on the ascender, as I would explain it in design geek terms) of the f didn’t match the other letters. It ended in a line instead of a ball. It wasn’t until after studying it, that I realized the f was simply and upside down ‘t’! Now, whenever I look at the logo, it’s perfectly clear to me what is happening, but before, I was most definitely stumped.

This is another example of how a good designer can do something really wonderful and unique with a logo when they go the extra mile. The use of an upside down ‘t’ to create an ‘f’ gives wichcraft a truly unique and beautifully crafted logo.

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