That little notch (and the little angle at the bottom of the "L") keeps it from being plain Helvetica and adds $100,000 to the cost. What's that? Oh yeah, what's it called, kerning (the spacing between the letters)? Put them a little closer together and add another $200,000 to the invoice

I guess I shouldn't be critical of the design. It's a heck of a lot better than anything my total lack of creativity could have produced

Jim