Helvetica: An ode to the joy of retail therapy

The ghost in the machine of “corporate vanilla”

As an archetypical jock with a military dad, Andy Roddick possessed the background, work ethic, and attitude of a champion. In 2003, Roddick won his first US Open trophy. It was widely expected that he would have a record-breaking career and would dominate tennis in the tradition of American greats like John McEnroe, Pete Sampras, and Andre Agassi. Roddick did go on to establish a distinguished career as a hard-battling and popular professional but he never won a major…