The Benfit Logo Serif Font: classic, traditional and neat. Easy to recognise and legible.
‘San Francisco’ must always be at the left side of the logo, in the font, ‘P22 Underground’ in petite caps.
Font: Ratio Modern, Regular.
The head of the ‘f’ must always replace the dot in the letter ‘i.’
Benefit The kerning of the word should be optically correct and even.
The ‘f’ must always be in italics, with the tail of the ‘f’ in the same shape as the head.
Must ALWAYS be in lowercase lettering. This maitains the simplistic persona of our brand.
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