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November 13, 2004
Rexall
A pharmacy on telegraph ave in berkeley with a fabulous heavy script face and a saturated orange backdrop combining for a strongly retro feel. It's always seemed a little ironic for huge, industrial signs to be aping the look of cursive handwriting, and I especially like the admission of that friction that you see in this case. For while the script itself tries to look regal and sophisticated, its mass assembled-ness ends up getting betrayed by the visible rivets where the slabs of metal were fastened to the front of the building.
Posted by cds at November 13, 2004 06:52 PM