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1 Type Journal Spring 2012

Obioma Obiaguzor


Table of Contents Bad Packaging...............................................................................1 Signage..........................................................................................7 Laundry Detergents.....................................................................13 Computer Brands........................................................................19 CD Covers..................................................................................25 Art Supplies.................................................................................31 Yummy Snacks.............................................................................37 Cleaning Supplies........................................................................43 Retail Stores.................................................................................49 Places to Eat.................................................................................55 Shoe Brands.................................................................................61 Textbooks.....................................................................................67


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Bad Packaging

Various typography in horrible packaging

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with labels these are. Looks like some type of vegetable, dog food and some type of drink.

1


Pilzilla, CSB & Pale Ale Date: 3/29/12 Place: Publix

The 3 of these are equally as bad so they were all taken together. I don't even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

2


Bad Packaging

Various typography in horrible packaging labels

Joy Mini Cups Date: 3/29/12 Place: Publix

Being that this is for ice cream cones, the typography definitely reflects this kiddy, childlike thing going on. I do think that the double stroke on 'Mini Cups' is a bit unnecessary and too much.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

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Bad Packaging

Various typography in horrible packaging labels

3/29/12 Miso RDate: amen

Place: Publix Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were together. I don’t evencup know The choice all of taken multiple typefaces for this of what the products that supposed labeled with noodles wasn't exactly thearebest idea. It to seems these are. Looks like some type of vegetable, very thrown together and the graphics don't dog foodit and some drink. help to strengthen at all. Thetype onlyofthing that is kind of working is that the text is white and easily readable.

4


Bad Packaging

Various typography in horrible packaging labels

Enriched Lasagne Date: 3/29/12 Place: Publix

Really? More bad labeling here. The text is so unclear that I don't know what to read first. Enriched? Step? 1? Lasagne? The color scheme is not bad. It could be improved upon but overall this is not a box of lasagne I would want to pick up. I don’t even like lasagna and this box definitely doesn't make me want to taste it.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

5


Bad Packaging

Various typography in horrible packaging labels

Date: C 3/29/12 Crunch hicken Nuggets

Place: Publix Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all takenfor together. don’t even know what the This packaging chickenI nuggets is horrible. products thatsee arehow supposed labeled with Personally, I do not peopleto can actually these are. Looks like some type of vegetable, pick this up, look at it, then actually buy it. dogbright food yellow and some type of drink.text The bold, chicken nugget contrasts really badly with the small block of black text towards the bottom. There is no hierarchy whatsoever and the chicken nuggets are way too big.

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Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Signage

Various typography in UF signage

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

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Bad Packaging

Various typography in horrible packaging labels

Exit Date: Sign3/29/12

Place: Publix Date: 4/2/12 Place: Across UF campus The 3 of these are equally as bad so they were all taken together. know Exit is big, long and red. ItI don’t is puteven up high to what the products that are supposed labeled with emphasize its importance and showtowhere these are. Looks like some type of vegetable, to exit. Red usually gives the connotation of dog food and some type of drink. emergency so that was a good choice for color.

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Bad Packaging

Various typography in horrible packaging labels

Fire Alarm

Date: 4/2/12 Place: Across UF campus The fire alarm text is beveled and raised to give it importance along the red background. Being that it is white, it contrasts well with the red. Again, red usually gives the connotation of emergency or danger. The choice of color for the alarm evokes this clearly.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

9


Bad Packaging

Various typography in horrible packaging labels

3/29/12 No PDate: arking Sign

Place: Publix Date: 4/2/12 Place: Across UF campus The 3 of these are equally as bad so they were together. I don’t even know what the The fontallistaken extremely simple but it works. that are supposed to labeled Across aproducts white background with black text. with these are. Looks like some type Nothing fancy about it nor does it needoftovegetable, be dog food and some type of drink. because it serves its purpose as communicating a rule.

10


Bad Packaging

Various typography in horrible packaging labels

UF McCarthy

Date: 4/2/12 Place: Across UF campus Again we see white text on a blue background which seems to repeat itself along the campus. Is it because of the orange & blue phenomenon we reside in? Either way, it is still effective and clearly readable.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

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Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Automatic Door

Place: Publix Date: 4/2/12 Place: Across UF campus The 3 of these are equally as bad so they were all taken together. don’t even know what the The white text on the blueI background directly products that are to labeled with reciprocates the blue textsupposed on the white background these are. Looks like some type of vegetable, on the bottom. In terms of signage, I think it was food the andsign someplastered type of drink. effectivedog to have next to the actual metal button.

12


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Laundry Detergent

Various typography in several brands of

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with detergent these are. Looks like some type of vegetable, dog food and some type of drink.

13


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Purex

Place: Publix Date: 3/18/12 Place: Internet The 3 of these are equally as bad so they were I don’t even know what the Similaralltotaken Gain,together. Purex also has multiple thatletter. are supposed labeled with strokesproducts behind the Blue andto white these are. Looks like some type vegetable, have this association with laundry andof being and works some type of drink. clean todog me,food so that well with this. The typeface is simple, straight-on and clean.

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Bad Packaging

Various typography in horrible packaging labels

Gain

Date: 3/18/12 Place: Internet Gain's typeface is bright red with this beveled, contour looking effect. I like the multiple strokes of white, black and blue because it gives the word depth and dimensionality, something some dish detergent titles lack.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

1


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Cheer

Place: Publix Date: 3/18/12 Place: Internet The 3 of these are equally as bad so they were taken together. I don’t even know what the Cheer'salltypeface is very fun and free-spirited. products that are supposed to not labeled Being all in lowercase makes it seem as with these are. Looks like some type of vegetable, serious and it not being all on one baseline dogitfood and some type of drink. also gives this undulating effect.

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Bad Packaging

Various typography in horrible packaging labels

All

Date: 3/18/12 Place: Internet The colors utilized in All remind me of just pure happiness. The bright yellow and blue evoke this sense of cheeriness and gladness. I also like the fact that the style of all is bubble letters, adding more to the happiness theory.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

17


Bad Packaging

Various typography in horrible packaging labels

Tide Date: 3/29/12

Place: Publix Date: 3/18/12 Place: Internet The 3 of these are equally as bad so they were all takenseems together. don’t eventoknow Tide's typeface kindI of wacky me. what the that are supposed to labeled with I don't products like the straightness of the letterforms. these are. Looks like some type of vegetable, They just seem a bit too stiff. In addition, I dog food and some type of drink. think the target distracts. Maybe if the colors weren't as bright and it was a bit faded in the back, like a watermark, I would like it more.

18


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Computer Brands

Various typography in different computer

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with makers these are. Looks like some type of vegetable, dog food and some type of drink.

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Bad Packaging

Various typography in horrible packaging labels

DellDate: 3/29/12

Place: Publix Date: 3/18/12 Place: Internet The 3 of these are equally as bad so they were all takenistogether. I don’t Dell's emphasis also on the E, aseven it isknow what the arethe supposed to labeled with rotated products differentlythat from rest of the these are. Looks like some type letters. D, L and L are straight but E of vegetable, somerotation. type of drink. looks todog havefood a 90and degree It's also connected to D and L, making it more dynamic and cool looking.

20


Bad Packaging

Various typography in horrible packaging labels

HP

Date: 3/18/12 Place: Internet The HP letters and logo are kind of built within each other, which is really cool and creative. There is a good use of negative space within the slenderness of the letters.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

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Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Compaq

Place: Publix Date: 3/18/12 Place: Internet The 3 of these are equally as bad so they were all typeface taken together. even know what the Compaq's featuresI don’t a bright red, products that are to labeled with all uppercase typeface withsupposed a slight tilt to these are. Looks like some type of vegetable, it. It seems very compacted together, so dogwith foodthe andactual some word. type ofThe drink. it goes well Q has a nice, little accent to it on the tail.

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Bad Packaging

Various typography in horrible packaging labels

Lenovo

Date: 3/18/12 Place: Internet Lenovo's lowercase typeface is very simple. Nice, warm blue color with large, bulging lowercase letterforms. If you look closely, there is a slight, black shadow underneath each letter, which gives Lenovo some very needed depth.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

23


Bad Packaging

Various typography in horrible packaging labels

Acer Date: 3/29/12

Place: Publix Date: 3/18/12 Place: Internet The 3 of these are equally as bad so they were all taken together.is Ion don’t know what the With Acer, the emphasis the even skinny, are supposed labeled with slender eproducts between that the thicker, boldertoletters. these are. Looks like some type of vegetable, Also, I think having no space between each and some typetypeface. of drink. letter is adog bit food constricting to the

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Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

CD Covers

Various typography on the cover of

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with CDs these are. Looks like some type of vegetable, dog food and some type of drink.

25


Bad Packaging

Various typography in horrible packaging labels

Bruce Springsteen Place: CD collection Time: 2/29/12

The typeface and the title for this CD cover go perfectly together. It looks like a wrecking ball. It's very grungy and dirty and spread out all over the place. It looks like someone took their finger and wrote the name and title on the cover. The typeface does not look pristine whatsoever and the fat, handwritten letters do not match the emotion evoked by the guy in the back.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

26


Bad Packaging

Various typography in horrible packaging labels

ADate: dele3/29/12

Place: Publix Place: CD collection Time: 2/29/12 The 3 of these are equally as bad so they were all taken together. I don’t180 evenfrom know Adele's typeface is a major thewhat the products are supposed to labeled previous CDthat covers I have uploaded. It iswith these are. Looks like some type of vegetable, extremely thin yet simple. It is soft like the dog foodon and of not drink. expression hersome face type and is harsh. It makes me quite somber and sad when I look at it.

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Bad Packaging

Various typography in horrible packaging labels

Scrillx

Place: CD collection Time: 2/29/12 The Scrillx typeface seems very dangerous and gory, embodied by the red font color and dark blood-like stains running down the letters. Being that it is sharp, it seems very deadly, especially the ends because they resemble knives.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

28


Bad Packaging

Various typography in horrible packaging labels

3/29/12 PDate: lanet Pit

Place: Publix Place: CD collection Time: 2/29/12 The 3 of these are equally as bad so they were allPitbull taken together. I don’t even and know The typeface is very bold haswhat the products that areto supposed labeled with this reflective glare it, whichtomatches these are. Looks like some type the images of his face and the backofofvegetable, a dog food and some type of drink. woman's body merged together. It has these red flashes of light, especially around the T, giving it this nice, shiny look. The use of all capitalization is successful in both Pitbull & Planet Pit. They both remind me of another world; something much more surreal & cooler.

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Bad Packaging

Various typography in horrible packaging labels

Drake

Place: CD collection Time: 2/29/12 The typography for Drake's album Take Care is reminiscent of a signature. It has this script-like, cursive font that just makes me think that he actually signed the cover. Being that it is so small compared to everything else and it also says a phrase that you would say when you are writing a letter. Sort of like sincerely.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

30


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Art Supplies

Various typography on some basic art

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with supplies these are. Looks like some type of vegetable, dog food and some type of drink.

31


Bad Packaging

Various typography in horrible packaging labels

Crayola

Date: 2/19/11 Place: In my material arsenal Crayola is probably the most widely known name for art supplies in the world. The typeface is very friendly and inviting, catered to the younger generation and used heavily in schools. I never noticed this until really looking at the font but it has a very subtle green gradient as the font color, darker towards the bottom and lighter towards the top. The booming yellow stroke makes it stand out and quickly catch your eye.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

32


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Folk Art

Place: Publix Date: 2/19/11 Place: In my material arsenal The 3 of these are equally as bad so they were all takentotogether. I don’t even know what the Contrary the others, the typeface in Folk thatatareall. supposed to curves labeledand with Artproducts is not basic The sharp these are. Looks like some type of vegetable, the descenders on the F & A are nicely done. dog food and some type of look drink. It gives it a folksy, older time and if that is what you are looking for in terms of paint, there you go. It reminds me of one of the first paints that was created. It doesn't seem modern at all but that seems to go with the concept.

33


Bad Packaging

Various typography in horrible packaging labels

Art Alternatives

Date: 2/19/11 Place: In my material arsenal The Art Alternatives typeface was more of the interesting ones I'd found. It was the first time I'd seen type for a title and the logo in a text box like that. I kind of wish it was centered but that's just me. Good use of flipping the A downward almost like a shadow. To me it reads, this is one A and this is the alternative A you can use.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

34


Bad Packaging

Various typography in horrible packaging labels

Cray-Pas

Date: 2/19/11 Place: In my material arsenal When I first thought of Cray-Pas, I thought it was going to be some fancy, French pastels with all these foreign colors that I never heard of. But the typeface is the complete opposite of that. Very simple and extremely basic with the standard white font and boldness. There's nothing flashy or fancy about it anywhere.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

35


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Pelikan

Place: Publix Date: 2/19/11 Place: In my material arsenal The 3 of these are equally as bad so they were all type takenistogether. I don’t evenforknow The Pelikan pretty basic except a what the that are supposed labeled with couple of products things that enhance it. The to curviness these are. Looks like some type of feel. vegetable, & roundness of the letters give it a smooth food and some drink. on Also, the dog incorporation of thetype extraofelement the side, the image of a pelican it looks to be, doesn't make it look as blah.

36


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Yummy Snacks

Various typography on my favorite

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with snacksthese are. Looks like some type of vegetable, dog food and some type of drink.

37


Bad Packaging

Various typography in horrible packaging labels

Cheez-It

Place: My Snack Drawer Date: 2/13/12 I would think that the Cheez-It type would have some sort of yellow or reference to cheese in the type, but it actually doesn’t at all. It is very simple; all caps, white font color, and a subtle black shadow inching out towards the bottom. Although, there are yellow areas such as from the baked snack crackers and the yellowish-red wavy stripes on the top and bottom.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

38


Bad Packaging

Various typography in horrible packaging labels

3/29/12 PDate: lanters

Place: Place: MyPublix Snack Drawer Date: 2/13/12 The 3 of these are equally as bad so they were allPlanters taken together. I don’t evenand know what the The type is very bright cheery, products are supposed to labeled with just like Mr.that Planters on the side of it. I like these are. Looks like some type of vegetable, the incorporation of the ligature, connecting dog A food and some type of drink. L and together. It evokes sort of this extra grandiose feel, like Broadway or something.

39


Bad Packaging

Various typography in horrible packaging labels

Butterfinger

Place: My Snack Drawer Date: 2/13/12 When I look at the Butterfinger type, it looks kind of slippery, like it would slip out your hands for some reason. I don't know if it's the smoothness of the letters or the calm blue gradient of the letters but it just makes me feel that way. I do like that the letters slightly ascend higher and higher across the bar, giving it this skyline approach.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

40


Bad Packaging

Various typography in horrible packaging labels

3/29/12 ODate: rville Redenbacher

Place: Place: MyPublix Snack Drawer Date: 2/13/12 The 3 of these are equally as bad so they were allOrville taken together. I don’ttypeface even know what the The Redenbacher's is very products that arereminiscent supposed tooflabeled old-fashioned and the guywith these are. Looks like some type vegetable, who created and is named after theofpopcorn. dog afood some typecolor of drink. It has nice,and clean white inside and not too thick black stroke on the outside. Very good popcorn by the way.

41


Bad Packaging

Various typography in horrible packaging labels

David

Place: My Snack Drawer Date: 2/13/12 David's sunflower seeds are very bold with a deep, rich red. Nothing really seems to convey from the type. It's pretty simple and plain, just like sunflower seeds.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

42


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Cleaning Supplies

Various typography on standard, everyday

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with cleaning supplies these are. Looks like some type of vegetable, dog food and some type of drink.

43


Bad Packaging

Various typography in horrible packaging labels

Carbona

Place: My Bathroom Cupboard Date: 2/5/12 This was the first time I ever heard of Carbona when I bought it to clean a stain from my carpet. Again, we see this trend of white text for cleaning supplies, which I think is good because when you think of white you associate it with cleanliness or trying to stay clean.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

Carbona emits a bit of style and flair to it with the R curving slightly below the base line. The 2 in 1 is the obvious point of marketing for the product, therefore it being the biggest, boldest and brightest.

44


Bad Packaging

Various typography in horrible packaging labels

3/29/12 CDate: lorox

Place: Place: MyPublix Bathroom Cupboard Date: 2/5/12 The 3 of these are equally as bad so they were all taken together. I don’t even knowof what the When you think of Clorox, you think products that are supposed bleach and that's what I thinktooflabeled when with these are. Looks like some type vegetable, looking at this. Bleach is typically of clear food and some type drink.the or dog white so good choice in of making color white. Clorox almost looks like it is stamped on because of the angle. I like that is not straight on. I think of it as a stamp of approval that is given to high quality products.

45


Bad Packaging

Various typography in horrible packaging labels

Comet

Place: My Bathroom Cupboard Date: 2/5/12 Comet's typeface is pretty plain. Just a pretty regular typeface with white. The boldness and elongation of the letters make it look serious. This is a product that I would use just looking at the text.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

The thing that makes it the mos interesting and emphasizes the Comet aspect is the illustration behind it. It is this sort of elliptical and star that resembles a comet in space. I think without the illustration, the Comet text would be a bit bland and missing an extra piece.

46


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Lysol

Place: Place: MyPublix Bathroom Cupboard Date: 2/5/12 The 3 of these are equally as bad so they were allLysol takentypeface together.is Ivery don’tbold evenand know the The has what a products that which are supposed labeled dark blue color, kind oftomakes mewith these are. Looks like some type of vegetable, think that the product is strong. But the dog foodnature and some type of drink. script-like of the letters doesn't necessarily convey clean to me. It just makes it look fancier and more serious.

47


Bad Packaging

Various typography in horrible packaging labels

Glade

Place: My Bathroom Cupboard Date: 2/5/12 I love that Glade is in lowercase letters because I'm so used to seeing all these logotypes in full capitalization. Very similar to Lysol; it has the curviness and thick underline.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

Unfortunately, I think having the all-capitalized 'TOUGH ODOR SOLUTIONS' juxtaposes the sweet, cute, and bubbly 'glade.' Honestly, by just looking strictly at glade, I wouldn’t think it has good cleaning ability because the typeface doesn’t look serious enough.

48


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Retail Stores

Various typography on the logos of stores

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with inthese the are. mall Looks like some type of vegetable, dog food and some type of drink.

49


Bad Packaging

Various typography in horrible packaging labels

Claire's

Place: Oaks Mall Date: 1/29/12 One might say the claire's typeface is plain and boring but I think different. Being that is all lowercase letters, it makes me think of a store that is for the younger generation, kids and adolescents. I think the use of uppercase letters might make the type more serious and therefore take away form the child-like tendency.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

Even though the letters are white, they work really nicely with the whitish background and marble-looking bar they rest on. I also like that they are three dimensional, which gives it added depth.

50


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Journeys

Place: Publix Place: Oaks Mall Date: 1/29/12 The 3 of these are equally as bad so they were allJourneys taken together. I don’t evenisknow The logo and typeface by what the that are interesting supposed toones labeled farproducts one of the most I've with these are. Looks like some type of seen. It looks like the typeface is one vegetable, of dog food and some type of drink. a handwritten, sort of felt marker type. Yet it is still easily readable and has a high visibility.

The use of the O as a directional piece or compass is effective in foreshadowing what the store sells before even stepping foot inside. In addition the subtle line of footsteps makes me think of some type of shoewear.

51


Bad Packaging

Various typography in horrible packaging labels

Things remembered Place: Oaks Mall Date: 1/29/12

First thing I think about when looking at the Things Remembered typeface is strictly elegance, style, flair and expensiveness. The serifs on the letters give it a very classic and soft look.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

Good choice of white as the color because it enhances the high quality that the store oozes. Ironically, items at this store are actually not expensive at all.

52


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Spencer ’s

Place: Publix Place: Oaks Mall Date: 1/29/12 The 3 of these are equally as bad so they were allSpencer's taken together. I don’t even know what the The typeface is very reminiscent that are supposed to store; labeled with of products the type of things sold in the lots of these are. Looks like some type of vegetable, urban clothing, graffiti hats, etc. It has this dog food lettering and somewith typesemi-thick of drink. black graffiti-like strokes and thin white inside strokes.

Although we think of graffiti as nasty and a bit grungy, I think this typeface is not reflective of that because of the choice of bright orange as the font color. The red and blue background gives the Spencer title some depth and doesn’t make it look flat.

53


Bad Packaging

Various typography in horrible packaging labels

Hallmark

Place: Oaks Mall Date: 1/29/12 Hallmark is one of the most, if not the most, known brands for cards and stationery for all occassions. The bright yellow as the typeface color is very inviting and the script-like lettering makes for a semi-elegant piece. It makes me think that the cards sold here are high quality yet financially feasable.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

The red ribbon endowed with the capitalized Gold Crown lettering is a nice, subtle touch and reminds me of the holidays, which is when Hallmark probably has the most customers shopping for cards.

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Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Places to Eat

Various typography on the logos of stores in

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with thethese food are.court Looks like some type of vegetable, dog food and some type of drink.

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Bad Packaging

Various typography in horrible packaging labels

Auntie Anne's Place: Oaks Mall Date: 1/21/11

Auntie Anne's lettering here kind of reminds me of the Algerian font. Very western, Egyptian looking. It will definitely make you look twice not only because of the font, but the bold blue color followed by the slim, white inside stroke. The lines that form Auntie Anne's are very curvy and organic, needless to say.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

I do not so much get the feeling of warmth and home that I would want evoked from the logo. When I think of Auntie Anne's, I think of these nice, warm pretzels just baked in the oven from one of my family members, not even necessarily my aunt. Looking at this logo, I get an older, maybe the first pretzel invented kind of feeling.

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Bad Packaging

Various typography in horrible packaging labels

3/29/12 WDate: endy 's

Place: Publix Place: Oaks Mall Date: 1/21/11 The 3 of these are equally as bad so they were all taken together. I don’t know I think Wendy's might haveeven one of the what old- the that are supposed to labeled estproducts logos ever because I have never seen itwith these are. Looks like some type of vegetable, change since I was a youngin eating Wendys. dog food and someme type drink. chain in It definitely reminds of of a burger an older time, maybe the time of WWII or something, because of the blatant blockiness of the letters and the serifs, particularly the huge W.

I do find it weird but at the same time cool that all the letters look capitalized at a quick, first glance, but then again they aren't. The straight stature of the W and the upward flow of the endys makes me want to say Wendy's with a normal then higher voice. Like I’m ecstatic to eat there. The Wendy's girl at first gives me this slight feeling that the food is catered to females. 57


Bad Packaging

Various typography in horrible packaging labels

Red Mango Place: Oaks Mall Date: 1/21/11

Their hot chocolates are absolutely amazing! (Sorry, I had to say that). But just looking at the Red Mango lettering reminds me of yogurt, ice cream or any frozen treats for that matter. The font looks really smooth and fluid and white, which are all characteristics of yummy yogurt and vanilla ice cream.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

The spacing is nicely distributed with not too much within each letter. Emphasis is made on the figure that looks like an O in the left-hand side, although I'm not really sure its needed. I actually like the logo without it. Again, we see the use of capitalization but not in the entire title of the company.

58


Bad Packaging

Various typography in horrible packaging labels

LDate: otus3/29/12 Express

Place: Publix Place: Oaks Mall Date: 1/21/11 The 3 of these are equally as bad so they were all taken together. don’t even know what the I wasn't familiar withI Lotus Express actually products are supposed to labeled until I camethat to Gainesville. Besides fromwith great these are. Looks like some type of food, the typeface for this logo reallyvegetable, expresses food and (yes, someItype ofthis drink. thedog orientalness know is not a word). What I mean is that I do get a feeling of it not being from here, a cultural food that's from somewhere else around the globe. It definitely has a unique look compared to other food logos I have seen. The thin, white lettering inside seems to be the actual font followed by a very large, green stroke on the outside. The green stroke is very organic, not seeming to fully encompass each letter.

59


Bad Packaging

Various typography in horrible packaging labels

Chick-Fil-A Place: Oaks Mall Date: 1/29/12

Chickfila's typeface is very cute and bubbly, almost reminding me of a place for children to eat. It has a mixture of cursive, script and the writing when kids are first learning to do cursive. The bold, red font is easily readable and recognized as Chickfila anywhere. The C formed as a chicken is a good incorporation of including the brand inside the name.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

60


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Shoe Brands

Various typography on the inside and

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with outside these of my are. shoes Looks like some type of vegetable, dog food and some type of drink.

61


Bad Packaging

Various typography in horrible packaging labels

Vans

Place: My Closet Date: 1/16/12 Similar to the DC brand, Vans is also known for its extreme sports shoes and apparel, specializing in its skateboard kicks. Loving to stand out and be unique, the Vans brand comes in many colors, usually being very bright, vivid and not sticking to your usual primary color palette.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

The V in Vans juts out and seems to be giving protection and harborage over the other letters, letting us know how important it is. It's also a bit bigger than the other letters. The A, N, and S are very close to each other with very little space in between. The overall font of VANS is pretty simple and elongated. Seems to be one of your generic fonts.

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Bad Packaging

Various typography in horrible packaging labels

3/29/12 CDate: onverse

Place: Place: MyPublix Closet Date: 1/16/12 The 3 of these are equally as bad so they were all takenone together. don’t even knowinwhat the Converse, of the Iearliest pioneers products that supposed to labeled with shoe-making andare athletic apparel, has a very these are. Looks like some type of vegetable, simple but well-known name that makes it dog food and some type of drink. widely recognized anywhere. The letters that make up CONVERSE are very bold and thick, giving easy readability but no margin for error. The N by far is the skinniest, smallest letter and makes an even smaller N in its negative space below. Given that there are a numerous amount of letters, CONVERSE cannot be put everywhere because of its length.

63


Bad Packaging

Various typography in horrible packaging labels

Nike

Place: My Closet Date: 1/16/12 Nike, if not the most recognizable shoe brand in the world, is instantly recognized by its famous Swoosh logo. The letters that make up NIKE are slightly slanted, giving for almost an italicized look. Its slender font depicts its simplicity and fluidity, major aspects of the actual company.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

AIR is a good representation of what we visualize when we think about air; each letter is extremely spaced out from one another and almost seems to be floating. AIR also has a pretty straightforward font, going back to this simplicity idea.

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Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Toms

Place: Place: MyPublix Closet Date: 1/16/12 The 3 of these are equally as bad so they were allTOMS taken together. even what the The type has Itodon’t be one ofknow the most products are supposed simplest andthat elementary of allto thelabeled shoe with these are. Looks like some type of vegetable, brands I've encountered. A super plain dogwith fooda super and some type black of drink. type standard color to accompany the shoe, which is very plain and artless might I add.

The only bit of creativity and pizazz to the shoe is the sky blue and white flag around the lettering. Being that TOMS was founded on a simple premise, "For every pair you purchase, TOMS will give a pair of shoes to a child in need (1 for 1)", the ordinariness of the type justifies the giving movement the company's going for.

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Bad Packaging

Various typography in horrible packaging labels

DC

Place: My Closet Date: 1/16/12 Although it is a brand that only utilizes two letters to distinguish itself, it has become of the most recognizable brands for extreme sporting shoes in the world.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

The interconnect of the letters symbolize some sort of linkage between the two. The blue color on the letters gives me a feeling that the is a male dominant shoe, although colors are not necessarily gender tied or specific. Some DC shoes have different colors to it. The starburst refers to the celebrity status of most famous wearers of DC. The actual font of the DC is very bold and has a bit of a sturdy, blockiness attribute to it, but enough to do justice to the logo as a whole.

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Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 Place: Publix

Textbooks

Various typography on the cover of

The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with texbooks these are. Looks like some type of vegetable, dog food and some type of drink.

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Bad Packaging

Various typography in horrible packaging labels

Thinking with type Place: My Bookshelf Date: 4/10/12

The paper version of Thinking with Type is as simple as it can get. Bold, black text on a white background. Type is lowercase, centered and the biggest, therefore most of the attention should be placed on it.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

68


Bad Packaging

Various typography in horrible packaging labels

Date: 3/29/12 ARH 2051

Place: Place: MyPublix Bookshelf Date: 4/10/12 The 3 of these are equally as bad so they were all title takenfortogether. don’t even what the This my Art IHistory bookknow is quite products supposed with tacky to me.that Theare double stroketooflabeled red and these are. Looks like some type of vegetable, white on the blue letters is distracting and dog food and some type of drink. makes me think of patriotism and a US History book, not Art History. There is not enough space between each letter and I feel like the renaissance line can be brought up slightly.

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Bad Packaging

Various typography in horrible packaging labels

Earth

Place: My Bookshelf Date: 4/10/12 This book has a good typeface that utilizes all caps, which I think helps. Earth is evenly kerned out with enough room for each letter to breathe comfortably. There is a good color contrast between the background, earth and the line under it. They all seem to be earthtone colors, which would be relevant to what the book is about.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

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Bad Packaging

Various typography in horrible packaging labels

3/29/12 time ADate: rt across

Place: Place: MyPublix Bookshelf Date: 4/10/12 The 3 of these are equally as bad so they were all taken together. It was a good choice Itodon’t haveeven whiteknow text what the products that are supposed because to labeled with along this bluish background that these are. Looks like some type of vegetable, makes it easier to read. Any other color dog food type of The drink. would have and beensome distracting. use of serifs is a pretty common thing among textbooks and here it is displayed across the entire book.

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Bad Packaging

Various typography in horrible packaging labels

Color

Place: My Bookshelf Date: 4/10/12 Even though I never used this book, the cover was intriguing enough to make me actually open it. The bright yellow on the color text really stands out. I like that it is not at all capitalized, unlike most titles. The subtitle under is also not capitalized and is the same length as the color text, which I also think is working succesfully.

Date: 3/29/12 Place: Publix The 3 of these are equally as bad so they were all taken together. I don’t even know what the products that are supposed to labeled with these are. Looks like some type of vegetable, dog food and some type of drink.

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type journal

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