Seemingly pointing the way to London, notice the way that this serif typeface is incorporated into the context of the signage. Perhaps this kind of blackened iron effect might work perfectly for a design you’re working on or maybe it’s even something you just want to store away in memory for later. Either way, notice the how the use of the serif typeface works here, and the interesting spheres that “glue” the letters into the sign. These are all interesting details that can help with both selecting a typeface and with developing interesting treatments and effects to apply to that typeface once it’s been selected.