I couldn’t believe it either: A hastily-made product sign, meant to stand in until a sign that conforms to corporate livery (using Futura) could be printed, typeset in… Benguiat Gothic.

Side-by-signs on store shelves, one plain in Benguiat Gothic, the other in Futura with coloured nameplate

(It’s pronounced “Ben·gat,” for your beginners. He’d probably look at his own font and blurt “What, that piece of shit?”)

The foregoing posting appeared on Joe Clark’s personal Weblog on 2004.11.01 22:37. This presentation was designed for printing and omits components that make sense only onscreen. (If you are seeing this on a screen, then the page stylesheet was not loaded or not loaded properly.) The permanent link is:

(Values you enter are stored and may be published)



First of all, this personal Weblog is on hiatus in 2020. (See Best postings)

Other reading

Topics of interest

Typography ⁓ graphic designTTCCanadian EnglishInversion

Archives by date

Just add /year/month/day/ to the end of site’s URL, You can add just /year/month/, or just /year/, if you wish. Years are four-digit, month and day two-digit (with padding zero below 10). For example:

Archives by category

Copyright © 2004–2020

You enjoy

I really like my pictures; my homosexualist-lock-screens project is what I am most proud of in living memory; this personal Weblog is an absolute cultural treasure.

And, last but not least, I don’t like you, either.