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The finishing airbrushing of an illo, the final tweak or kerning of an art headline, was important to him.

It highlights just how much thought goes into making sure the thickness, kerning, and size of a font is optimal for the environment where it’s viewed.

The type setting and irregular kerning in the names, the texture in the title, the studio photography in an exterior setting — it’s all off.

A lot of Mr. Villanueva’s work involves drawing the same letters over and over at his desk, obsessing about kerning, the squeezing of space between characters.

Something about its kerning recalls the Old West, but the font could be on the menu of a subway-tiled nouveau-barbecue joint in Austin or the business card of a tech entrepreneur at South by Southwest.