The word needs a distance to it.

CENTERFORSECURITYPOLICY: Adel Guindy: Islamism & the Facade of Egyptian Democracy

That word tails him from a safe distance most days.

NPR: Excerpt: 'Citizen Vince'

"The actual word shape was the most distinctive thing because if you had Birmingham in capitals, from a distance, it's difficult to read but in caps and lower case you have word shape, " says Calvert.

BBC: The road sign as design classic