Fuel

fuel[c]alphabetcitypress

Straight to the point! None of this diesel or ethanol or super or standard or vortex or 95 or 98 or lpg or 4c-off-with-voucher business. Just fuel. I love this no nonsense declaration, with its rusty streaks and bold red sans serif letters. In the country town, where I saw this, the message is unmistakable, but location plays a big part in its inherent communication. In the city, this could equally be a cafe, an overpriced grocer, an industrial-chic hangout for the weekend chillseeker, and the asymmetric shape would be interpreted as organic rather than aged and weathered.