Something only designers would probably moan about, and then clearly not all! Just who thought it was a great idea to enlarge a lower case ‘e’ and use it to front the word ‘extra’? I’m not a great fan of raised capitals anyway, but this must be the world’s only example of raised lower case.
The Tesco Extra brand first appeared on a store back in 1992. I searched all over but figured nobody wanted to claim responsibility, and thought it might be one of those infamous ideas which the boss doodled on a napkin and told somebody they didn’t need to spend a fortune on a proper designer! But I was wrong, it was put together by Cameron Design Group, who did similarly strange enlarged letters for the rest of the Tesco ‘sub-brands’ (and are also responsible for the awful Liberal party logo.) They explain on their website the ‘extra’ part of the design was done in a more informal italic to contrast with the main logo.
It just reminds me of the days when people used to drop a wrong letter in when doing text with Letraset, because they’d run out of the correct size.
Even the owner of this corner shop who decided to try and get a bit of trade back from the supermarket managed to get it right! Mind you I have noticed most of the newer ‘express’ shops have ignored the designer’s style sheet as well, perhaps there is hope after all.