The ingenious Lionel Messi font is based on real plays, and people are trying to work out which. After Argentina's number 10 announced his retirement from the national side, the deodorant brand Rexona echoed the same message with a font designed to mimic Messi's moves on the pitch. Behold, GOAT Font... it's a messy affair.

Rexona hasn't revealed the process behind the making of its Lionel Messi font or which particular plays from the illustrious Rosarino's career the letters are supposed to be based on. That's making some people suspicious. But on the other hand, the lack of a breakdown of which dribble, pass or shot inspired each letter form might have helped amplify engagement for the brand. That's because people are now combing through archive match footage trying to work out exactly when Messi drew each of these letters on the pitch.

Someone reckons the 'S' comes from Argentina vs Australia at the Qatar World Cup, while others think they've tracked down the 'G' and 'T' to the semi-final against Croatia in the same tournament. The project reminds me of the clever new Legal Amazon branding, that turned real geographic features of the Amazon region into letter forms for a logo design.

You can download Goat Font as an OTF file from the Rexona website. Can you recognise where any of the letters came from?