Shoddy kerning aside, no one who’s spent any time on this blog should be surprised that I might like this. That simple, bold type is my sort of thing. As is the name, which I think sums up nicely what their true commodity is.
But after visiting their site, I’m so torn. This version of the identity is even better! It makes me second guess liking the version on the truck. And of course, given the simplicity of the design there’s no excuse for not implementing it consistently.
It’s a head scratcher, Pr*tty or Sh*tty?