"This reversed-contrast typeface was designed to deliberately attract readers’ attention by defying their expectations. Strokes that were thick in classical models were thin, and vice versa — a dirty trick to create freakish letterforms that stood out in the increasingly saturated world of commercial messages."
Gilda is a 1946 American black-and-white film noir directed by Charles Vidor. It stars Glenn Ford and Rita Hayworth in her signature role as the ultimate femme fatale. The film was noted for cinematographer Rudolph Mate's lush photography, costume designer Jean Louis' wardrobe for Hayworth (particularly for the dance numbers), and choreographer Jack Cole's staging of "Put the Blame on Mame" and "Amado Mio", sung by Anita Ellis.