We named our Goudy Business Plaque after the font used. Which is Goudy, of course. Dating from 1916, and rooted in the Arts and Crafts Movement, this Frederic W. Goudy design retains a contemporary look that is pleasing readers almost 100 years after its inception. The font is very well balanced and the minor curvature could only be called graceful with a bit of a calligraphic look. So readable, it has been used in Harpers Magazine for decades. Wonderful and distinctive could describe its use on a business sign. Not too flamboyant for a serious business and not too stodgy for a growing company.