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Swiss-style Latin in Montreal


When I was in the Mile End neighborhood of Montreal a couple of weeks ago, I happened to spot this idiosyncratic logo on a local shop. First I noticed the van, pulling into a parking space outside the shop; then I realized that the shop itself was the business with the logo.

The letters are clearly a heavy, wide variation of Helvetica (or something modeled on it very closely), but someone has given these precise Swiss letters little tails, joining them up into a connected script. Nobody re-drew the letters; that’s obvious from the mismatch between the curl of the “t” and the much narrower joining stroke. (My guess is that the capital-L is really a cap-I with the joining stroke added.) It’s clever, even it’s mechanically rendered. And it’s certainly a strange juxtaposition of cultural tropes, all in a few letters on a shop awning and a delivery truck.

Logo on shop awning

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