Mott Jordan was struck by a hand-lettered sign that gave the illusion that the letterforms were "top-heavy" and got narrower toward the baseline.
Perhaps the ink flow lightened as the markers went down the paper.
The intriguing effect inspired Jordan's design for ITC Verkehr.
A stylized sans serif face based loosely on Grotesque No.
9, ITC Verkehr is particularly effective at large sizes.
Jordan envisions creative uses of the face like a movie poster where a color blend would follow the narrowing shapes of the letters.