The Publi Fluor shop was situated in the northern part of Brussels, Schaerbeek, and founded by the father of Madame Christelle Crickx who was a trained letter painter. Starting to cut letters with the rounded and skilled cardboard templates drawn by her father, Madame Crickx slowly morphs the shapes by analysing how typographic niceties confuse her non-trained clients and leads to bad letters placement. She progressively removes the optical compensation of rounded tops and bottoms, straightens sides, and attaches accents for less floating parts. Those moves add a very specific orientation to this otherwise quite common bold italic sans serif display typeface.