From a distance I was not particularly taken with this lettering, perhaps because it is a vertical word, which never seems to read right – a bit like those awful logos that use the same initial cap for both words as an attempt at a design feature but invariably end up ugly and illegible instead. However, the ‘T’ was at eye level, where closer inspection and a different view was unavoidable. What I like is that there has obviously been an attempt to make it stand out from the crowd and that care has been taken in the attention to detail. The overkill of keyline, shadow and outline miraculously works to convey pride of ownership and a bold and welcoming jauntiness.

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