Reebok and Diadora
A brand that I think uses typography well is Reebok. The serif on the B adds a nice movement to the bottom of the text that wouldn’t be present without it. It is exceptionally simple and follows conventions, which gives it a clean and orderly look. The heavy weight of the text is good in that it reflects the weight of the brand. Reebok advertises to people who tend to be enthusiastic about the tougher aspects of fitness, such as CrossFitters and UFC fans, and the heavy weight of the letters reflects their target market.
A brand that I do not think uses typography well is Diadora. Diadora is a European sportswear and shoe brand that has reentered the American market since its decline in the early 2000’s. I think that the choice to have zero aperture is clever, but I think it hurts the visibility of the word. If this was on a shoe, a viewer would have to strain to see the lines of the d’sand a’s. It makes the logo feel heavy and weighed down. Another aspect I do not like is the tittle above the I. I think it may be a little too far up and needs to be in line with another aspect, such as the ascender of the R. That is another problem I have with the typography, the ascender of the R. I think it is a little long. If it was a tad shorter, it could be in the center line of the A.