F.W. Woolworth was once one of the giants of the variety store chains, along with the likes of Kress, S.S. Kresge, McCrory’s, Neisner Brothers, Ben Franklin and others.
In 1960, the company brought out a new corporate logo with a type design harking back to the Art Deco style of the 1930s and 1940s.
A photo of one of their old store fronts (despite having only eight letters to work with) inspired the digital interpretation of the signage as Bargain Shopping JNL, which is available in both regular and oblique versions.