While watching the 1947 holiday classic “Miracle on 34th Street”, one scene in particular presented a chance to develop a retro type design.
‘Kris Kringle’ suggests to a mother visiting with her child in the Macy’s toy department to try Gimbel’s for a toy she couldn’t find at the store. The news of this behavior reaches Mr. Macy himself, who embraces the practice as a brilliant marketing strategy.
A number of departments are then presented with reference books containing competitor ads, and the visual of the cover stating “R.H. Macy & Co. Shopping Guide for the Convenience of Our Customers” shows on screen.
The thin, Art Deco sans serif monoline with a few serif-like hooks added onto some characters became the basis for Shopping Guide JNL, which is available in both regular and oblique versions.
Download Rae Low Font Family From BumbumType Rae Low is a low contrast sans serif typeface with strong roots in German typography. Inspirit by 19th century store and street signs, Rae Low is a homage to a traditional craft which is deeply grounded in functionality. By combining low contrast with high contrast letterforms and deep ink traps which all got pushed to the maximum, we created a truly futuristic typeface. Rae Low works well as display typeface, but also can create interesting body copy. Download Rae Low Font Family From BumbumType Download Now View Gallery