Likewise, nobody questions a sign for a burrito restaurant designed in Hot Tamale, but what about when it’s used for a border crossing sign in Texas?’ We agreed with this evaluation of ‘appropriate use.’”
“ says, ‘Clearly, some fonts are just too Western, and that’s where modification…can, when done well, can be extremely useful….And yes, it’s all about appropriateness: fine to use Fake Hebrew for a deli not so fine on, say, a yellow armband. Interestingly, the spokesperson then went on to quote an article in Design Observer that the FreshDirect design team read and debated before deciding to go ahead with the chop suey/chopstick font choice. The FreshDirect creative team did not in any way intend to offend anyone with the use of the typography, which was meant to echo a classic typeface found in many menus and takeout boxes. In response, a company spokesperson sent back an email that read, in part: “Thank you for taking the time to express your thoughts and share your concerns. Yang's friend had emailed FreshDirect to complain about their "unfortunate use of stereotypical typography" and how she was “disappointed by the laziness of using an outdated and unimaginative font in the logos to advertise the ‘Orientalness’ of the cuisine." From Yang: And, apparently in an attempt to make it more authentically Asian, "Stir Fry Kits" is written in what Yang calls that "cliche fake-brushstroke 'oriental' typeface that reflexively causes many Asians to cringe," which is called "chop suey lettering" while "Dumplings" is written in what's known as "chopsticks lettering." , who writes the Tao Jones columnist for the Wall Street Journal Online, observed earlier this week that FreshDirect sent an email promoting a new line of "quick and easy" food options, Stir Fry Kits.
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