The Rchive no. 11—two from São Paulo
This R is typical of the lettering style found on São Paulo buildings erected in the 1950s and 1960s. Its light weight and extended proportions distinguish it from the sans serif letters commonly found on American buildings during this period. Was it brought to São Paulo from Italy by Italian architects such as Giancarlo Palanti (1906–1977) and Achillina Bo Bardi (1914–1992)?
A vernacular contrast to the mass produced R above, though it too is an extended sans serif. This is a detail of the multinational corporate name XEROX. Has branding failed?