Not unlike the iconic tower that dominates the San Francisco skyline, the aptly named
If this typeface is actually named for the Sutro Baths, then I’m going to have to come up with a very different mental image.
One might think of the ephemeral wood type designs of decades past when viewing Sutro Deluxe, but it manages to be quite comfortable in our digital world. High-contrast black and white reinforces the face’s bold attitude and classic forms, but this five-layer chromatic design gives us a vast array of opportunities with color. (See the PDF manual.) I like to explore wild and unexpected color palettes that challenge the expectations of the viewer, thus forcing the design into a contemporary place.
The stylized shadow layer conjures the image of one of the most famous magazine nameplates in the world: that of Rolling Stone. This is because both of them were drawn by the hand of the impossibly talented Jim Parkinson. His mastery of form and dimension is evident in this typeface and throughout his expansive portfolio of work, including his beautiful and wildly realistic paintings of neon signs.