[col-sect][column]Danny: I’m feeling this typeface.
Rusty: This typeface.
Danny: No this. This typeface.

Rusty: Right because…
Danny: Exactly. And It’s been growing on me for the last month or so; it’s not the typeface I would normally go for. Kind of like, you know, like the gal who’s…
Rusty: Not the hottest one in the house
Danny: Right. And..
Rusty: And yet somehow you dig her.
Danny: Exactly. So this typeface is that chick. Something about her. It. I googled. It’s called “Clarendon.”
Rusty: Full-bodied. Voluptuous.
Danny: {Nothing}
Rusty: It’s not shy.
Danny: No. Neither is Starbucks in its affection for it. Her.
Rusty: Clarendon.
Danny: Right. Look. On virtually every visible surface in the store: every sign, every product’s package. It’s a typographic love affair.
Rusty: Branding.
Danny: Yep. But also…
Rusty: Overexposure.
Danny: Right and…
[/column][column]
Rusty: And it’s like the gal that you weren’t ga-ga for from the get-go, but then somehow one day you wake up and you are into her, but then…
Danny: Right.
Rusty: But then she starts coming over to your place every day.
Danny: Every single day.
Rusty: Every.
Danny: Single.
Rusty: Day. And…
Danny: Yeah. The ga-ga goes.
Rusty: Right because…
Danny: Because, yeah: overexposure. Starbucks is about constant evolution; constant menu re-invention: every season they invent a new kind of sugar-water to double squirt into a latte. Each new drink comes with its own branding and imagery. But this…
Rusty: This is different. Total visual investment in a single typeface. So then you ask yourself…
Danny: Right. Is this…
Rusty: Is this storewide longer term branding or just the Spring and Summer font?
Danny: Yeah, the…
Barista: Hi, what can I get you?
Danny: I’ll have two Venti Cinnamon Dolce lattes. One, no whip, the other… hold on …
Barista: One no whip and…
Danny: You want whip?
Rusty: Extra.
Barista: You want your receipt?
[/column][/col-sect]

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