Crate&Barrel doesn't look as nifty in whatever font this is being typed in.

I want to buy a ton of things from this store simply so I can have a box or a bag with their logo on it. It's just a simple name in Helvetica yet it's placement and boldness work great. It creates a sense of elegance and trendiness which is great for a store that, from what I can tell, sells decorative things.