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