Museum store shop for is open inspiration!
I saw this banner outside a museum last week, and I had to take a picture. I haven’t seen such a confusing use of type is a long time.
First I thought it said “museum store shop for is open inspiration!” but of course that makes no sense.
I tried again, separating the small 2D letters from the big 3D letters. This time I ended up with two sentences, “store is open” and “museum shop for inspiration!” I’m pretty sure the first sentence makes sense, but I don’t know about the second one.
Trying again, I attached “museum” to “store is open” to get “museum store is open” which makes sense. But that left me with “shop for inspiration!” which I guess makes sense grammatically but seems overly exuberant for a gift shop.
In the end, I guess I may have figured out what the designers meant, or I may not have figured it out. I’m sure there are other equally-likely ways to parse the sentences that I haven’t even tried. I have no idea. But if it takes more than a couple seconds to figure it out, that can’t really be a sign of a well-designed banner, can it?