The Startup
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The Startup

Hidden stories in London’s signs

The chatty cinema sign over Ruby’s Bar.

Hidden in London street signs are stories waiting to be told. Their letterforms tell us these stories, which we often read on a subconscious level.

Taking a closer look at the city streets reveals how the new and preserved signs narrate three centuries of letterforms. These tell the social and cultural stories…




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Sarah Hyndman

Sarah Hyndman

Author of Why Fonts Matter, TEDx, keynote speaker, researcher. Creates live online events on the typography of everyday things

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