It is clear that the S is the most sinuous of letters, as well as one of the most «complicated.» The S isn’t subject to as many rules as its alphabet companions, making it a free, independent entity. Perhaps this is what makes it so interesting, so difficult to draw and bring into balance, but fundamental in forging the identity of a typeface, or a logotype. During the process of redesigning the Estrella Damm logotype, we drew dozens of S’s. As a link between the rigidity of the E and the austerity of the T, it is the key element in this logotype. The drawing of the word is block-like, and the S is the dynamic counterpoint to its consistency. We drew lots of S’s, and eventually we chose one.