“The anti-shoe” campaign for MBT
Contributed by Florian Hardwig on Nov 9th, 2013. Artwork published in
circa 2013
.
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.
4 Comments on ““The anti-shoe” campaign for MBT”
Perhaps to match the rounded soles of the shoes. Not necessary, but I can easily see that being the rationale.
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.
It is not Giza.
Oops, classic ID fail! I didn’t have Ziggurat on my radar. Now I have. Thank you, David.