Think about the ways that Starbucks has crafted a unique experience for doing something as boring and routine as buying a cup of coffee. And yes no Helvetica at Starbucks. The entire experience has been thought about. The music that play as you enter the store, the temperature of the inside… and of course, their use of typography throughout to make an overall feel. What has this done? Next time you are standing in line at a Starbucks take notice to the politeness that people have towards each other and the employees. Even in the crowded downtown crossing Starbucks that I frequent before work people are chipper, happy and polite.
Typographer, please. And besides that, I must be going to the worst possible Starbucks.
By the way, any particular reason his site uses Arial?
