This was another one that pre­sented what the man­age­ment types call a “chal­lenge”, specif­i­cally, how to grab the atten­tion of a prospec­tive ortho sur­geon who’s think­ing about chang­ing venues?

Our physi­cian recruiter’s look­ing to get a new ortho in to help the ones we’ve already got. The prac­tice is thriv­ing and fill­ing a def­i­nite need. Again, we have some lim­i­ta­tions in our venue (the pre­vi­ous post notwith­stand­ing) in that it doesn’t always offer the most spec­tac­u­lar vis­tas. While we work to address that*, I came up with this as a grab­ber for a post­card.

Dice, of course, used to be made of ivory; before that, they were made of bone. The rest just sort of fell into place like a nat­ural seven.

And yes, that’s Mistral down there for the cap­tion. I wanted some­thing a lit­tle infor­mal but not recently overused.

Mistral was one of the first — if not the first — type­face to have an uneven base­line that nev­er­the­less rests evenly. That’s because the designer, Roger Excoffon, set it up to cen­ter hor­i­zon­tally about a line above the tra­di­tional base­line. The let­ter­forms are all joined at that cen­tral line instead of at their bot­toms. That was rather clever of him.

Also, the upper and lower lines in the cap­tion are dif­fer­ent point sizes. The lower line is larger so I’d have an even width for both lines; to make up for the visual dis­crep­ancy in sizes, I added a 1/​8-​​inch stroke to the upper line to fat­ten out the let­ter­forms a lit­tle. Optical Adjustments ‘R’ Us.

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* Meaning, pri­mar­ily, me tak­ing the D50 out and get­ting a lot of pho­tog­ra­phy. ROAD TRIP!

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