The typeface used within the Ben & Jerry's logo is a dramatically bold slab serif. This catches the eye straight away. The type has uneven angles and the brackets are quite rounded which gives the type friendly connotations. This fits with the Ben & Jerry's branding. The type is resinent of traditional American ice cream parlours that would have used stencils or been hand painted. The arch (that comes from what would have been an entrance sign) gives a friendly welcoming feel, like a familyowned, 'grass-roots' company.
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