What’s wrong with this picture?
- Greg Mitchell
- Jan 22, 2017
- 1 min read
Updated: Aug 11, 2025
A test for typographic purists . . .
What’s wrong with this picture?
Reply and let us know.
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FONT LICENSE VETTING
Need to license a new font?
After initial consultation with you to find out exactly how the font will be used, Font Shield will review the EULA (end user license agreement) of the prospective font. If the licensing of the font is deemed to be “generous” and “simple”, we’ll advise you to proceed with the purchase and tell you exactly which licensing models you require.
If the font is deemed to be “restrictive” (and often expensive in order to lift restrictions) we will secure a price based on your requirements. We will also source and recommend alternate fonts that will honor the same look, feel, and integrity of the prospective font and have licensing terms and conditions that are more generous and simple – as well as cost-effective.
FONT LICENSE VETTING
Need to license a new font?
After initial consultation with you to find out exactly how the font will be used, Font Shield will review the EULA (end user license agreement) of the prospective font. If the licensing of the font is deemed to be “generous” and “simple”, we’ll advise you to proceed with the purchase and tell you exactly which licensing models you require.
If the font is deemed to be “restrictive” (and often expensive in order to lift restrictions) we will secure a price based on your requirements. We will also source and recommend alternate fonts that will honor the same look, feel, and integrity of the prospective font and have licensing terms and conditions that are more generous and simple – as well as cost-effective.
FONT LICENSE VETTING
Need to license a new font?
After initial consultation with you to find out exactly how the font will be used, Font Shield will review the EULA (end user license agreement) of the prospective font. If the licensing of the font is deemed to be “generous” and “simple”, we’ll advise you to proceed with the purchase and tell you exactly which licensing models you require.
If the font is deemed to be “restrictive” (and often expensive in order to lift restrictions) we will secure a price based on your requirements. We will also source and recommend alternate fonts that will honor the same look, feel, and integrity of the prospective font and have licensing terms and conditions that are more generous and simple – as well as cost-effective.
Greg Mitchell, Founder & CEO
Well-respected in the advertising industry, Greg has a vast depth of knowledge in – and passion for – typography. He has mentored art directors, designers, developers, production and QC staff, and countless others on the delivery of a quality typographic product.
As a typographer for over 40 years, Greg has witnessed many changes in the world of typefaces, fonts and the technologies that use them. Significant changes have also occurred in font licensing terms and conditions.
Greg graduated from The George Brown College of Applied Arts and Technology in Toronto in their three-year Graphic Arts Printing Technologist Program, specializing in Typography.
His first job was with two traditional typographers who taught him the craft of typesetting for the next seven years. Following that, he freelanced around Toronto in various type houses.
In 1990, Greg joined Ogilvy & Mather Advertising as a typesetter/production artist and shortly after moved into the role of Type Director until 2012.
After a few years of developing and implementing a font management and licensing policy for Ogilvy & Mather North America, Greg became Type Director with Ogilvy’s Global Creative Technologies Group in June 2014.
In March 2015, Greg moved to IBM Global as Type Director, working on font management and licensing for the WPP account.
Having worked with fonts in an advertising environment for most of his career, Greg is acutely aware how convoluted font licensing can be. This can put brands and agencies at risk by misunderstanding their licensing requirements.
Realizing the need for font licensing expertise in the advertising industry, Greg launched Font Shield Inc.
Greg Mitchell, Founder & CEO
Well-respected in the advertising industry, Greg has a vast depth of knowledge in – and passion for – typography. He has mentored art directors, designers, developers, production and QC staff, and countless others on the delivery of a quality typographic product.
As a typographer for over 40 years, Greg has witnessed many changes in the world of typefaces, fonts and the technologies that use them. Significant changes have also occurred in font licensing terms and conditions.
Greg graduated from The George Brown College of Applied Arts and Technology in Toronto in their three-year Graphic Arts Printing Technologist Program, specializing in Typography.
His first job was with two traditional typographers who taught him the craft of typesetting for the next seven years. Following that, he freelanced around Toronto in various type houses.
In 1990, Greg joined Ogilvy & Mather Advertising as a typesetter/production artist and shortly after moved into the role of Type Director until 2012.
After a few years of developing and implementing a font management and licensing policy for Ogilvy & Mather North America, Greg became Type Director with Ogilvy’s Global Creative Technologies Group in June 2014.
In March 2015, Greg moved to IBM Global as Type Director, working on font management and licensing for the WPP account.
Having worked with fonts in an advertising environment for most of his career, Greg is acutely aware how convoluted font licensing can be. This can put brands and agencies at risk by misunderstanding their licensing requirements.
Realizing the need for font licensing expertise in the advertising industry, Greg launched Font Shield Inc.
Greg Mitchell, Founder & CEO
Well-respected in the advertising industry, Greg has a vast depth of knowledge in – and passion for – typography. He has mentored art directors, designers, developers, production and QC staff, and countless others on the delivery of a quality typographic product.
As a typographer for over 40 years, Greg has witnessed many changes in the world of typefaces, fonts and the technologies that use them. Significant changes have also occurred in font licensing terms and conditions.
Greg graduated from The George Brown College of Applied Arts and Technology in Toronto in their three-year Graphic Arts Printing Technologist Program, specializing in Typography.
His first job was with two traditional typographers who taught him the craft of typesetting for the next seven years. Following that, he freelanced around Toronto in various type houses.
In 1990, Greg joined Ogilvy & Mather Advertising as a typesetter/production artist and shortly after moved into the role of Type Director until 2012.
After a few years of developing and implementing a font management and licensing policy for Ogilvy & Mather North America, Greg became Type Director with Ogilvy’s Global Creative Technologies Group in June 2014.
In March 2015, Greg moved to IBM Global as Type Director, working on font management and licensing for the WPP account.
Having worked with fonts in an advertising environment for most of his career, Greg is acutely aware how convoluted font licensing can be. This can put brands and agencies at risk by misunderstanding their licensing requirements.
Realizing the need for font licensing expertise in the advertising industry, Greg launched Font Shield Inc.
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