Brandable

The Big Book of Logos 3, 2002, p48
Brandable, Erika Kao, logo

This logo caught my eye for two reasons. The first was the irony in the image. UPC codes seem so generic and the way this ones morphs into something unique seemed to emphasize the company name Brandable. It's like saying our product is special enough to have its own identity and not just be another number. The second reason I was drawn to this logo is because of how well the font correlated with the UPC bars and the uniqueness of the D. I thought it was interesting how the the other letters had rounded bowls but the D was pointed.
The font was immediately identified by WhattheFont as OCRA. The style is sans-serif and the purpose is identity.