There is a sans serif, high contrast, geometric style of lettering that I’ve been fascinated by for several years. It shows up throughout modern design history like a time traveling jack of all trades. I recall seeing variations of the style on cereal boxes, jazz album covers, pharmaceutical advertisements, stereophonic sound systems, action movie titles, and, most recently, athletic and automobile racing logos. Lettering styles sadly tend to get pigeonholed, but this one has managed to escape that fate. More remarkably, it has done so while looking downright un-generic. The style has personality to say the least.