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:

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