I’ll take a stab at this. (Eons ago I was involved with creating car ads.) They had a car with a longer name, but at the last minute there was a sale and they didn’t have time to fix everything. (Although when I was involved with this type of work I still new how dirty it was to squoosh.)

;^)

Basically it wasn’t really designed...

ouch @ the attempt to letterspace SEATTLE

“Drive your Dream” and “www.ferrariofseattle.com” are in real Helvetica Condensed. I’d bet that in previous ads, the listings were too. Then someone had to update the ad without the source file, and they had to set and paste in new listings that were supposed to “look the same” while not having the condensed font and/or being ignorant of the difference. There’s also a good likelihood that it was scaled vertically to fill the space.

’Uneccasary’ is unnecessary!

I’ll take a stab at this. (Eons ago I was involved with creating car ads.) They had a car with a longer name, but at the last minute there was a sale and they didn’t have time to fix everything. (Although when I was involved with this type of work I still new how dirty it was to squoosh.)

I’m actually working with car ads at my part time job, and I refuse to distort type (and I even fix other people’s mess, like adding en dashes to phone numbers...) anyway, I’m asking the same question as Dan, why distort type? I don’t get it. There’s a family of Univers, Frugiter, and even Helvetica in various weights and sizes, and yet instead of tracking, they have to distort. I don’t understand it either.

whoever is creating this advertising has a staff of undertrained and (probably) underpaid designers. this is what you get with a skimpy budget.

OOH! Looks like a fire sale at the discount Ferrari store.

Right-on, eh.

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eh

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