The Rchive no. 11—two from São Paulo

Metal R on apartment building in São Paulo. Photograph by Paul Shaw (2013).

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)?

Painted R from XEROX sign on store front in São Paulo. Photograph by Paul Shaw (2013).

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?