I have to recreate this logo, and I have exhausted my considerable font finding resources. Judging by the OTF swashes and accents, the design looks very 80's / 90's or so to me. Possibly even 70's.

It's really bugging me because that curly on the S at the end looks familiar. I just can NOT find it, and I have a few weeks to get this done, so I thought I'd post up here and see if anyone recognizes it before I go through the fun of a manual clean up.

This scan is from a fiber stock thermography business card, so I'm guessing the original logo is much more crisp, with sharp corners rather than rounded, but that's just a guess. There's also a good chance that the original font had a stroke added to give it an artificial black letter look.

Unique Productions

Here are a few letters that I already isolated for searching if it helps.

Isolated Letters

Here's a better scan:

UP Logo

  • It is feasible that some of those swashes are custom and created around a base font. As Copilot points out, it could be modified Bookman.
    – Scott
    Commented Oct 15, 2020 at 22:34
  • the serifs on the rest of the letters don't match up with Bookman. I tried looking for that too (a font for the regular letters to add the swashes to) and didn't find anything. The serifs (or lack there of) on the E, S, W and C don't match up. And the stroke variations aren't right either.
    – Alith7
    Commented Oct 16, 2020 at 14:00
  • It could be entirely custom drawn. After all it appears to be a logo.
    – Scott
    Commented Oct 16, 2020 at 14:28
  • This is very true. But you don't know if you don't ask. It's very uniform, so I think it started from at least a base font.
    – Alith7
    Commented Oct 16, 2020 at 14:53
  • That E is the key. I KNOW i've seen a font with that type of serifs, I just can't remember / find it.
    – Alith7
    Commented Oct 16, 2020 at 15:02

2 Answers 2


This is the closest I've found, and I'm conceding defeat. ah well. thank you for all the help!



From the serifs it could be Bookman, which cold type designers loved giving insane swashes. But this beats most of the ones I've seen.

  • 1
    Not bad, but look at the "E", the center bar has a unique slant on the end. Bookman has full serifs on the center bar.
    – Alith7
    Commented Oct 16, 2020 at 13:57
  • Yes, that is a major difference. I tried searching for that on Identifont, selecting "don't know" or normal later shapes for other characters, but didn't find any other families that seem to have been issued with a large swash range.
    – Copilot
    Commented Oct 19, 2020 at 21:24
  • I've tried identifont, What The Font, whatfontis, and a bunch of weird ones. I also to Graphictracer that has a font recognition feature. Usually at least ONE of my resources gets me close, but i'm coming up empty here.
    – Alith7
    Commented Oct 19, 2020 at 21:32
  • It reminded me immediately of Cooper Black, but there are differences. In Cooper, the counter on O is tilted, and the middle bar on the E has a distinct serif. But the feel is very similar. I wonder if this wasn't originally a letraset type that was modified.
    – user8356
    Commented Oct 20, 2020 at 16:03
  • The 'E' with no center serif could be influenced by Palatino. Yet the overall structure suggests Bookman as a starting point.
    – Copilot
    Commented Oct 21, 2020 at 0:52

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