I've been passing this shop on a regular basis for 30 years or more. For as long as I can remember it was called 'Three Cs' and had a window display featuring women's wigs and hand-made greetings cards that I'm certain never changed once in all those 30 years. And in all that time I'd never, ever seen a customer going in or coming out.
But, as you see, all that's about to change. Because it's been painted pink in order to become The Sweet Treat Co - where, as it says in the window, "Old Fashioned Sweets are Back in Fashion" (I think there's a hyphen missing from that statement, don't you Mike?).
Anyway, one imagines that this is somebody taking the plunge and setting up their very own business, perhaps for the first time. And jolly good luck to them: I hope it becomes a roaring success. And I hope they've been to Ostend to check out the sweet shops there - if they can make their window display half as enticing as that, they'll have the customers flooding in.
But there's something about the new fascia that upsets me. Now I don't want to be hyper-critical and start picking holes in the design. Clearly the typography is a little heavy handed. And why choose Metro Office Bold, when Gill Sans would have achieved the desired effect far more elegantly? But I'm guessing that this has been done by somebody who isn't a designer, or at least a typographer. Which is probably all to do with limited resources. So, I'm not going to criticise someone for a lack of typographic expertise. After all, the fascia has to attract attention - and, in that respect, I've think they've hit the nail on the head.
Mind you, I wouldn't have chosen that shade of pink. No, Pantone 176 would have been a much better choice (go on, look it up and see if you agree with me). But I think the colour here has been determined by what's available in perspex. For that's what the backing board for the fascia has been made from. And that brings me on to what's really wrong with this sign:
Now perspex obviously comes in standard sizes which are too small to make this fascia with one sheet. Which means that it has to have a join somewhere. And whoever made this sign has decided to make one piece as large as it can be, and then make the second piece to fit the remainder of the total width. Instead of, as he (or maybe she, but I very much doubt it) should have done, making the join exactly down the centre. That really upsets me, that does.