9.20.2011

It's in the details #3

Signs like this always amuse me. There are so many type crimes being committed. A "5" is used instead of a "S", it's set it in brush script, the script is set in all caps rather than upper and lower case and there's a lower case "i" in midst of all the caps. The truth is, this was probably thrown together one afternoon by the owner of the shop just to get the message out there. They would have no reason to know that setting the text in all caps with a script typeface makes it illegible and ugly, or that brush script is almost always a poor choice. Even so I'm left wondering what this sign is accomplishing. Whether you intend it or not, design communicates much more than just the meaning of the words on that page. In this case the craft speaks louder than the text.

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