Analyze: This type is an example of a serif typeface. There is great exaggeration between the thick and thin strokes. The serifs are unbracketed and on the "h", "l", and "a" they are angled when they appear at the top of the letterform. The "c" and "e" do not have serifs at all and the stress on these letterforms is angled to the left. The main strokes of the letterforms are very thick and the "t" has a small tail on the end.
Classify: Serif, Old Style, Display
Define: I feel like the typeface is trying to communicate friendliness and invites passersby into the shopping center.
Comment: I found this typeface in a shopping center off of Peachtree Street. I think the typeface is kind of boring, but I do think it fits the shopping center and serves the purpose to invite people to shop there without overly standing out.
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