Rugged and commanding, Downturn has an industrial style that demands attention.Constructed sans-serif forms are common in the industrial lettering genre. Painted on brick or cast in iron these letters remind us of an age when a families thrived on blue-collar salaries. A rugged quality runs through them all, a product of craftsmanship, materials, and a need to remain legible under awful conditions.
Downturn is based on lettering found in an old warehouse, where the commanding letters admonished workers against smoking. Five weights of capitals and small capitals provide a commanding range suited for headlines, advertisements, or packaging.