Geotype Submission

The Geotype project charts the rich history of lettering and type forms that have established the identity of cities and towns around the world. Explore the map

How does this letter-form communicate its location?

Recently, this sign of a local pharmacy has caught my attention. The sign itself looks cheaply made and its saturated colors help it get noticed. Because of a lot of visual noise beside the pharmacy, I didn’t pay much attention to the font, which is actually the most interesting part. Pharmacies usually just need to put a green cross and you know it’s a pharmacy. Yet here a red cross is kind of hidden behind the Armenian letter ‘A’. The hero is not the cross but the expressive geometric type. I have seen this kind of font in Soviet typography before. The pharmacy has been probably established in post-Soviet times, however the decorative font is inspired by geometric Soviet font designs. The style definitely adds some flair to the banal pharmacy store.

Location

21 Marshal Baghramyan Avenue, Yerevan, Armenia