The GTA logo in its Pricedown typeface.

Pricedown is the typeface (font) used for the words "Grand Theft Auto" in the Grand Theft Auto series since Grand Theft Auto III. The font is based on the logo of the TV game show The Price Is Right, and was designed by typographer Ray Larabie.

It was used in a trailer for the video game (and GTA Clone) Saints Row 2, which was released a few months after GTA IV.

The font in TTF format can be downloaded from The GTA Place.