Being a vegetarian, I don't normally pay attention to Ponderosa ads. Ben showed me this, though, when it came in his mail, a rictus crossing his face that he only has when he sees something unintentionally hilarious. I looked, and I knew right off what he was grinning at.This is a big typography failure. Notice that the first three letters you notice are "ASS." The "A" is slightly smaller than the two "S's," but they're the same font, meaning that they're going to be associated into the viewers minds together. The rest of the phrase is a san serif font, with the kerning cut to push the letters closer together. The kerning is also cut back to the two "S's." Unfortunately, the difference in font sets the the curvy letter from the rest of the word, and reenforces it's association with the "A." So, the ad pretty much reads "ASS tampede teaks" with "Of New" tucked under the "A," in white, and a third san serif font. More than two fonts in the logo, too? For shame.
Amusingly enough, on the back, a similar flaw is found. "Price Rollback" is done in such a way that "PR" looks highlighted. Maybe the designer knew what he did, and figured he'd let us know who we should call.
- Alexis
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