[XeTeX] Correct LaTeX-logo – how?

[Jonathan Kew]

On 7 May 2006, at 4:32 pm, Joachim Trinkwitz wrote:

> Am 07.05.2006 um 13:16 schrieb Joanna Rycko:
>
>> using XeLaTeX I wanted to typeset LaTeX or even TeX logo in my
>> document. But when the text is written in sans serif font, the both
>> logos are still in serif font.
>
> Set aside the technical difficulties, the question remains whether
> the different logos really should be set in another font - imagine
> the IBM or Marlboro or whatever logo without their characteristic
> fonts ...

For some logos, yes, the font is an inherent part of the logo design.  
I don't think this is true of the TeX-related program names, though;  
they're simply names that are part of the text, and happen to use  
slightly unusual typography. This can be seen in The TeXbook itself,  
where the name "TeX" appears in several different fonts according to  
the surrounding context. And The TeXbook actually gives alternative  
definitions of "\TeX" for a couple of different fonts; see pp. 418-419.

(METAFONT is different; it has its own special logo font, in upright  
and slanted versions, and is normally set in this typeface regardless  
of the surrounding text.)

JK