I pass three Firestone locations on my work to work. I love it. Their logo is absolutely beautiful (that “F” is just delectable and how ’bout that calligraphic tittle!). Firestone was created by Harvey Firestone sometime between 1890 and 1900, and I assume the logo was created during that same period. It’s great to see a notable company rock black-letter for more than a century. Can you imagine today seeing black-letter type as the word-mark for a newly created business as large as Firestone? It’s unfortunate that gothic type is treated like the plague (adopted by the Nazis and now by heavy metal bands and gangsters). If it weren’t for the Disney logo and certificates of achievement, it may as well be Satan’s proprietary type style.