Dilemma Fonts

The DILEMMA fonts were inspired by the evolving logo of Sears. One font in the set is illustrated in black and white above: two black stripes and one white one. The other two fonts have one stripe each. When overlapped and assigned different colors, they can be used as in the blue illustration, creating a tricolor effect (counting the background).
The oldest of these Sears logos has all caps and a white stripe with gaps that suggest overlapping tracks (the best of the three, in my opinion, and still on my local Sears store.) Then they simplified it and the stripe became more like a regular inline, apparent in all 4 letters. Now they've gone to upper- and lowercase (like their old, old logo?) The inline is especially awkward in the a and r. Better with gaps.
For my fonts, I've chosen the best of each. Upper- and lowercase with the white line broken at key points. The basic font resembles an extra bold oblique Helvetica, of course, with some necessary alterations such as the G.
	The DILEMMA font set is now available for just $5. Try out the demo which contains an abridged version of the Regular font. If you like it, send me $5 for the complete set of 3 fonts (Regular plus the two component fonts) in your choice of TrueType or Type 1 for Mac or for Windows. Download demo for Windows \| Download demo for Mac	The SEARS trademarks are the property of Sears Brands, LLC and are used here for visual reference only.

The Frendale

From its iconic Big Book catalog to the Vincent Price Collection of Fine Art, Sears is a part of American pop culture. They've done a fine job of presenting their history at the Sears Archives, well worth a look.

The house at the left is part of that history, one of thousands of houses in scores of attractive models sold by Sears in the early 20th century. This is the catalog picture of the "Ferndale" model that I grew up in!

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