Serre Bijouterie Horlogerie

The typeface taking centre stage here may not be not one that will make the mouths of many typophiles water: It is a free font called Rogers. But credit where credit is due: Among the many free fonts that are available these days, this is a veteran. According to the metadata of the font available on Dafont, the first (and only) version was generated on 22 September 1993 – in other words, Rogers will turn 25 this year. It was designed by Eric Grunin, a musicologist by training who seems to have moved on to software development. While the font itself already feels a bit amateurish, the treatment on the façade is all over the place: The caps used for the name of the shop have been stretched considerably. In the bottom line that says ‘Jeweller’s shop’, they not only messed up the not-so-great spacing of the original font, but also did not refrain from putting all glyphs on the same baseline, irrespective of whether a descender was present or not. In one last step, they placed most of the tittles of ‘i’ and ‘j’ off-centre and ‘corrected’ the diagonal angle of stress of ‘o’ towards the vertical. Voilà!

In supporting roles, we see Impact and Helvetica Light on the yellow posters that say ‘Clearance sale before renovations’. The Pandora wordmark on the right-hand side is set in slightly modified Optima.