Choosing the right typeface is not just about looking pretty; it can be crucial to the message you put across. When Pepsi teamed up with Aape to produce limited edition T-shirts and umbrellas, they decided to use Pepsi’s corporate font for the branding. The result? You can see for yourselves. Who thinks this looks like Pepsi x Rape? Well, that’s probably all of you! Unfortunately this one slipped through the net, showing that even the big boys get it wrong sometimes.
I must admit, this rather unfortunate choice of font by Iceland did make me chuckle!