As I was looking at logos and company names for my initial typeface idea I was surprised by how simple some of the compositions were. Many used "boring" fonts. One of the problems I ran into was if I took the character or first letter away from the rest of the world or the visual it became meaningless. For example, the red Target logo is very recognizable. The lettering is simply red helvetica, so when I isolated the "T" it was worthless and unrecognizable. This is common in many of the major companies I was looking to use. It just shows that in the design the main objective was clarity and readability because of how much exposure it would have. I also found this sweet website that helps identify fonts from any file and they abbreviate it WTF (what the font). I thought it was clever. http://new.myfonts.com/WhatTheFont/