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Elegance & credibility, blown

Published

Brooks Brothers has an amazing ability to project established elegance and solid reliability in the realm of men’s formal clothing. A Brooks Brothers suit is iconic. When Brooks Brothers first established a store in downtown Seattle, a few years back, they managed to make it look as though the shop had been established on that corner since the founding of the company in 1818 – despite the fact that there hadn’t even been a town, much less a street intersection, at that spot nearly two hundred years ago. In the spot they moved to later, a couple of blocks away, the building isn’t quite as convincing, but the shop still has that aura of conservative quality.

Except in the execution of its typography. The choice of Bodoni for the type on this window text was clearly meant to emphasize the classic elegance of the brand. But the effect is spoiled by the typewriter apostrophes, which neither Giambattista Bodoni nor any type designer up until the advent of desktop publishing had ever conceived of. (It’s further spoiled by the fact that the second apostrophe doesn’t even belong there: the adjective is its, not it’s.)

Window sign at Brooks Brothers shop in Seattle

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