‘Aw, Heck.’ is a mod­u­lar type­face built on squares and quar­ter cir­cle arcs. It’s a bit quirky, with some of the char­ac­ter of clas­sic American wood block dis­play faces. ‘Aw, Heck.’ is most ef­fec­tively used large for dis­play, and works well re­versed.

In do­ing word stud­ies in the de­vel­op­ment the phrase, ‘Aw, Heck.’ some­how got set, and it just stuck.