AWFUL TYPE

I think that the type of the letter “B” here is really awful! It takes a lot of time to attempt to decipher the fact that the letter is a “B”. The rest of the words are easy to understand and read, but the “B” just looks like a ribbon or something, and I feel that the only way one would know the lettering is if they are familiar with the department store. I understand that the company is trying to be original or creative in changing the typeface of the “B” but what good is that if no one can read the name of your store? The color here is very eye-catching because it is a warm color, but in order to make it better and more readable I would suggest that the company choose a different font, perhaps a script, in order to retain the desired feel.