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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

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  • 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
    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
    Oct 16, 2020 at 14:00
  • It could be entirely custom drawn. After all it appears to be a logo.
    – Scott
    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
    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
    Oct 16, 2020 at 15:02

2 Answers 2

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

https://www.myfonts.com/fonts/hoftype/tangent/black/

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+100

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.

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    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
    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
    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
    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
    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
    Oct 21, 2020 at 0:52

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