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I immediately got 17/20, missing only the ones where there were no lower case characters. How do you distinguish between in these 3 cases? http://imgur.com/a/NOLoI

A thing that helps me distinguish them is that Helvetica is a bit more decorative with some of the capitals, like G and R. I think the Arial designers were probably trying to make it "even more Helvetica than Helvetica", by simplifying the flourishey/decorative bits, like the bottom thing on a G and the curvy bit at the top of the slanty line of the R. (These are the proper typographical terms, btw.)

Kerning. If there's more uniform spacing between all letters in one picture it should be the original: "OTA" in Toyota, "THE" in The North Face and "TEL" in Mattel. But it would be hard without seeing them both at the same time.

1) Completely round O = Helvetica 2) The C's. Helvetica = flat endings not slanted 3) Like a perfectly round O, the M's have more of a squarish spacing

Hmm. I see a completely round O in "TOYOTA", but not in "THE NORTH FACE". Is it just me?

In Toyota, the O is the most round one. The R in North Face is the easiest tell there. In Mattel, you can see that the E has more balance with the rest of the letters.

The "C" (flat terminals) and "R" (straight vs not straight) in the THE NORTH FACE are different.

Arial's A has a wider base (seems more "fat") than Helvetica's

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