Comment by imiric

Same, 18/20 for me. The all caps on MATTEL got me, and the STAPLES one as well, for some reason.

But the differences on the lowercase "t" and "s", uppercase "g", the number 3, and both upper an lowercase "c", are obvious. Helvetica is much more refined.

There are good reasons why well designed typography is expensive. A lot of thought and effort went into designing every line and curve. Even if most people can't consciously appreciate these details, they experience it subconsciously by how the design makes them feel. This is why brand designers are well paid. Anyone can design a logo, but to make a design that transmits a specific feeling, that requires a lot of skill. And typography is a core component of this.