After reading the article, I learned that the Choc typeface, even though some people may not be appealed by the visuals of it, it is still used by certain people. More specifically, Choc is mostly used in Asian storefronts and restaurants. Either way, the typeface was designed by a French typographer and graphic designer named Roger Excoffon, whose work departed from the Modernist trends that characterized midcentury type design. Coming from Marseilles, Excoffon created a diverse array of typefaces during the 1940s and ’50s, but his script typefaces have become his most enduring work. Overall, with his design aspect of the choc typeface, it has a bit Asain writing system with how it is formed. Personally, I find it unique in the expression of how it stands out in Asian restaurants I sometimes go because it gives the feeling of authentic and welcoming in a sense. On top of that, I think when this typeface is used by them, it shows how different they want to be from the other stores/restaurants who used other fonts to give the impression to the public who they are and what they do, as a form of identity.