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The Children’s Place logo and ad

Contributed by Jayce Wheeled on Apr 7th, 2022. Artwork published in .
    The Children’s Place newspaper ad from the Courier Post, Thursday, Dec 17, 1970.
    Source: www.newspapers.com License: All Rights Reserved.

    The Children’s Place newspaper ad from the Courier Post, Thursday, Dec 17, 1970.

    The Children’s Place is a children’s clothing retailer founded in 1969, comprised of hundreds of stores, which operates primarily in the United States and Canada. They began using a tightly-tracked implementation of Formula for their logo, and continued to use it throughout the 1970s.

    Kids from the 1970s and 80s often remember this store fondly as it has a slide, a TV, and a pipe to crawl though (crawl pipe shown in one of the images below).

    Given that Formula was released in 1970, and the Children’s Place began using it that same year, this is likely to be one of the earliest significant uses of the typeface.

    The title and body text of the print ad are set in Tempo, Ludlow’s Futura follower. The giveaway is in the alternate two-story a used in the headline.

    The logos of Creative Playthings (in Helvetica) and the Echelon Mall (Optima) fall outside the scope of this post. The bold grotesque caps used for “upper level next to Strawbridge” is unidentified.

    Detail
    Source: www.newspapers.com License: All Rights Reserved.

    Detail

    Logo from a newspaper ad in the Delaware County Daily Times, Thursday, Aug 22 1974
    License: All Rights Reserved.

    Logo from a newspaper ad in the Delaware County Daily Times, Thursday, Aug 22 1974

    The store sign is based on the typeface Formula.
    Unknown. License: All Rights Reserved.

    The store sign is based on the typeface Formula.

    Typefaces

    • Formula (Face)
    • Tempo
    • unidentified typeface

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