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?

"From the 1978 opening of its first full service supermarket location in Forest Hill to the ribbon cutting of its eighth location in 2012, Klein’s ShopRite grocery stores are interwoven in the fabric of Harford County. The company attributes its success to both persistence and local ownership. “Success is more than just remaining viable,” said owner Howard Klein. “Rarely are you successful out of the gate. It takes persistence, a lot of hard work and constant attention to detail.” He noted that living in Harford County allows the family to stay close to the marketplace and their employees. “Not every retailer lives within 15 miles of its stores. We have a collaborative relationship with our associates, they are well-prepared for their jobs, and they care about the company,” he said. Klein’s ShopRite employs 1,000 people in theCounty. https://harfordcountymd.gov/ArchiveCenter/ViewFile/Item/607 The old logo uses very simple geometrical sans serif font - with long stem, bold, extra condensed and also has uniform strokes. Another characteristic is the organic green color and the big spacing between the letters - so, the viewer can read it easier. The new logo (after merging with another company) is very different - red fill color with thin black outline, and shading with small distance. The font looks like brush script. Represents the business well - is very casual and human - perfect for supermarket.

Location

223 N Main St, Bel Air, MD 21014, USA