The minute I saw this image, I knew it was the perfect example for bad typography. The main visual entry point is the P&C word mark in the upper left corner. The reason for this is the warm color, red, that it's shown in. This is a pretty pathetic entry point though. The red color was sampled from the piece of raw meat that has been placed beside the typography. A raw slab of meat is not a good linkage element to take the reader to. It's very distasteful. Although it was clever to take the "c" and reverse it to be part of the "p," the typeface is extremely thick and overpowering. It's definitely time for a wordmark update. It's simple enough that people probably don't look for the wordmark to identify the store they are looking for. A fresh, new wordmark would help this establishment in becoming a little more classy and inviting. This screams cheap right away to me, but not the type of cheap I'm looking for when shopping. After the reader enters the image here, the eye is drawn to the matching red down below which is part of the next terrible typography with "Wild Card." This typeface carries no compliment to the P&C wordmark above. It is thin, sharp and unattractive to look at. To make this image even more cheap looking, there is a small shadow behind the phrase. Not only do the two typefaces not compliment each other, but to add to the non-complimenting list is the green color chosen for the word "Wild." That shade of green is completely outdated and tacky like the rest of the design. This image, and specifically the typography, needs a complete makeover to promote a fresh and tasteful establishment, which is what a reader looks for when viewing something from a grocery store.
Hey Claire - I think the red you're talking about with the company logo is not necessarily sampled from the meat, but part of the P&C corporate identity - which we'll talk about later this fall when we get to the logo project. The meat, however, probably was paired with the logo to create a visual gestalt.
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