I’ve never been a super huge fan of the letter F but what’s not to love about these 2 letterforms? The one taken in NYC is sitting on a grenade (I think?!) barely emerging from a graffiti lined alley in soho. Pretty awesome and ominous. The F taken in Greenville is very recognizable as the branding of Firestone. What I love about it is how it’s standing proud all by itself as if it’s being airlifted up into the heavens. I have never seen Firestone use just the F without the rest of the word. I really like it when companies start pushing their existing branding in a new direction.


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