Designed by Kim Taihun, this small book serves as a type specimen for INDEX, a bookshop located in Seoul, Korea. The typeface was designed for the bookshop’s logo, and plays a role in its identity as well. At first glance, the extreme contrast between the horizontal and vertical strokes, the dramatic geometrical construction, and striking usage of the colour red seems incongruous with the name of INDEX bookshop. But these characteristics are actually intentional frictions, which in turn contribute a sufficient amount of wit and sense to the bookshop’s image.