Font Forum

Hi Erwin and Bhikkhu,

Can you tell me what's the font used for the text "Lifetime" in the new Lifetime logo?

Closer, but not the font. PF Universal (bold)
(No stroke on /m, /f arm too low, etc.) Parachute Type and Image Corp

This one is also close, but again with no stroke on /m and some other differences: Universal Doomsday (bold) by LayarBahtera.

Here's another one that doesn't quite make the grade: Circe (bold) by ParaType.

DanPLyons wrote:Hi Erwin and Bhikkhu,

I don't often post in this forum. All I can do to identify fonts is to upload a screen shot to What the Font or similar font sites, which anyone else can do for themselves.

It is Foco Bold (or Black) in all likelihood.

http://www.myfonts.com/fonts/daltonmaag/foco/
Mike

(Bold). That's closer. Foot on /t not exact.

And the bottom of the 'i' is square on the wordmark of the logo.

All within the possibilities of someone designing a unique logo from an existing (and old) font. I checked and there aren't alternates for the letter shapes.

Lifetime has evidently changed their logo 11 or so times over the relatively few years of its existence. The firm, loyalkasper, is who did the present rebrand in 2013.

On their page for this rebranding, they did a custom typeface. But, I would be willing to bet they didn't start from nothing.
The page for the rebrand is http://www.loyalkaspar.com/work/lifetime/

Okay guys, I get you all.