I’ve been a bit lax in my blogging this week, so there’s two posts today.
A brilliant bit of bespoke type design that communicates effectively what this brand has to offer: Power. Tools.
Here the typography goes off the rails. It wants to be boxy and right-angle-geometric, but chickens out with the K and Os. I think that’s because, see, they want that second O to look like a tape measure, ’cause, get this, they make tape measures. Sadly, it looks about as much like a tape measure as the Staples staple looks like a staple.