Esurance takes down billboard after Photoshop job

Here’s a quick lesson from your friends at Esurance: When you have a billboard that contains the letters “c” and “l” next to each other, make sure you look at it from all angles. That’s because “cl” can look like a lowercase “d”—and that could drastically change a word’s meaning.

For instance, Esurance put up a billboard in Chicago with the tagline “Cover your home in a click.” Viewed from afar, “cl” looked like “d” and, well, take a look:

It should be noted that this version was Photoshopped and the actual billboard was quite innocuous.

The importance of kerning: “Esurance takes down Billboard” http://t.co/kJYeGXOl6E pic.twitter.com/yJXZljQ89V

— Charlotte Gibling (@CharlotteJGib) September 5, 2014