After creating wordlists, I print out dozens of fonts and then compare those forms to icons of objects in the wordlist such as professions, foods, and office supplies. Then I try to imagine those forms inside of a letterform's counters or coming out of a stem, etc.
Results
"Underworld" is a supply store for the spookiest time of the year!
This logo uses the upside-down "U" from the American Typewriter typeface to create the image of a ghost, while the company name uses Courier Bold.
