John Smith logo

John Smith is a Spanish foot- and sportswear brand established in 1970. Their logo started out with off-the-shelf Motter Tektura (apart from the belted O). Over the years, it was revised several times. The descender in H was clipped, the bridge closed, and the letterforms slanted, among other things. In the current version, there are still traces of Motter DNA left, in the unicase M and N and especially the “crane hook” S. The latter can also be found in another iconic 1970s typeface, Novarese’s Stop.