The newsroom


5
Feb
2013

Surprise Me: Blum’s Fruit Cake

Lettering is so often composed of perfect, soaring curves. Never a hair out of place. So, I was delighted to run into this tin that once held fruit cake from Blum’s, a well-loved San Francisco bakery closed since the 70s.

Blum's Fruit Cake

Blum's - the close up.

The overall tone of the lettering is quick, fluid and slightly textured with a bit of angularity thrown in particularly at the baseline. When you get to the letters at the end or beginning of a word, say the B and s in Blum’s, things take a decidedly idiosyncratic turn. The angularity and texture is magnified and (dare I say it) the shapes feel slightly awkward. But, it’s those gestures that add such charm and warmth to the piece, a reminder that surprise and consistency are often perfect bedfellows.

For a closer look at the lettering, check out a full-sized detail on Flickr.