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By ayr September 2, 2008

So this is still a stand-in for the real logo for the food lab, but I’m sort of digging the lettering on the truck. John Hong (SSD) was commenting on how it’s sort of a neat effect, and I think I’m liking it too. Possible direction for the type for the food lab?

I like that it is the result of something authentic (I didn’t set out to make these letters look fancy, or pretty, or anything really, just needed to get them on the truck), the history syncs with the truck’s purpose and meaning (this is a lab, not perfection). And I like that they reflect the process (I wasn’t too careful), and are non-computer-y. A big criticism of many fonts is that they are too sharp, too perfect.

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