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“The anti-shoe” Campaign for MBT

Contributed by Florian Hardwig on Nov 9th, 2013.
MBT_antishoe.jpg
Source: http://kastnerandpartners.com. Kastner and Partners. License: All Rights Reserved.

Gibberish copy, but in a lovely black Egyptian — Giza [edit: nope, it’s Ziggurat, see comments]. The arrangement is reminiscent of two styles known from type specimen combined — stacked and justified lines, and the waterfall. Ironically, the decreasing type size feels like some higher power is turning down the volume, fading out an annoying carnival barker’s voice.

Not only has the very pronounced punctuation of Giza been toned down. For some reason that is unclear to me, the letterforms themselves have been tinkered with, too. Most notably, terminals on ‘a’, ‘f’, ‘r’, ‘y’ etc. and the ear of ‘g’ have been rounded. 

MBT_Opium.jpg
Source: http://kastnerandpartners.com. Kastner and Partners. License: All Rights Reserved.
mbt_page_4us.jpg
Source: http://kastnerandpartners.com. Kastner and Partners. License: All Rights Reserved.
mbt_page_mad.jpg
Source: http://kastnerandpartners.com. Kastner and Partners. License: All Rights Reserved.
MBT_weapons.jpg
Source: http://kastnerandpartners.com. Kastner and Partners. License: All Rights Reserved.
MBT_weshallfight.jpg
Source: http://kastnerandpartners.com. Kastner and Partners. License: All Rights Reserved.
MBTMaster_Page_Dead.jpg
Source: http://kastnerandpartners.com. Kastner and Partners. License: All Rights Reserved.

4 Comments on ““The anti-shoe” Campaign for MBT”

  1. Nov 9th, 2013  10:11 pm
    Edit

    terminals on ‘a’, ‘f’, ‘r’, ‘y’ etc. and the ear of ‘g’ have been rounded

    Perhaps to match the rounded soles of the shoes. Not necessary, but I can easily see that being the rationale.

  2. Nov 10th, 2013  5:17 pm
    Edit

    Yes, you have a point. Then again, even with these changes, Giza’s overall feeling is strongly angular and, on its own, rather says “leather boot” than “anti-shoe”. I guess it was picked for the proclamation/manifesto aspect here.

  3. David Berlow says:
    Nov 11th, 2013  12:39 pm
    Edit

    It is not Giza.

  4. Nov 12th, 2013  9:14 am
    Edit

    Oops, classic ID fail! I didn’t have Ziggurat on my radar. Now I have. Thank you, David.

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