H&M and Target do a great job taking turns having the most hotly anticipated designer collaboration; just as hype ends (and eBay prices normalize) for one, the other announces its next launch. It's only fitting, then, that the next Target partnership's being rolled out right on the heels of last month's epic Alexander Wang for H&M range. All we've got so far is a digital invitation teasing an announcement that will come on January 6 — and it really is a tease. A collection will be revealed in the new year, and we'll be privy to a preview of the spring wares. But, whose wares, exactly?
We're going to try and suss out the mystery brand based on all we've got: a font. Oh yes, friends, we're embarking on a little typography sleuthing mission to see if we can't match a designer's logo with the title case, serifed, bold, text with a slim hairline, sloping head serif, rounded shoulders, and…word nerds, you still following?
There's no guarantee that the invite's lettering will lead us anywhere, but we're inclined to think that the designer in question signed off on the graphic, so it should honor his or her aesthetic.
Our methodology: We ran the Target characters through What The Font, which helped us peg it to a close cousin of ITC Berkeley Oldstyle Std Black. While most designer logos use custom fonts, identifying this near match helped us guess what other letters in the alphabet might look like. And that is how we lined up the five brand names we think come closest. Watch us go full Sherlock, ahead.