For reasons unknown to me, downtown Cincinnati’s Elgin Office Equipment and Elgin Retro have recently changed their names to Algin [of course, confusingly, the URL hasn’t yet been changed]. Consequently, the signage has undergone a bizarre DIY alteration. So, is typography by amateurs kind of like dancing about architecture — “a really stupid thing to want to do?” Let’s examine this closely.
This black-and-white sign features some of my favorite commercial typography, and yet I never photographed it until I saw this change. I hope you can appreciate the ghost of the lovely “E” that was, and shake your head at the Frankenstein monster it has become.
Here, the intervention is at least consistent, though the style, size and weight of the “A” are consistently wrong.
It’s all quite charming, actually, though I would be more appreciative if that “E” hadn’t been so beautiful. Does anyone know the story behind the name change?