brand new roman

Hyperallegic directs our attention to a font face from the studios of Hello Velocity whose characters are all corporate logos—which by all aesthetic rights should result in something garish and obnoxious, but somehow they’ve managed not to create a typeface that’s perhaps not perfectly legible, still draws one in. Challenging us to parse pervasive sponsorship, I guess the appeal lies in our ability to recognise the logos out of context and underscores the power of careful graphic design and marketing.