The X Factor

There’s a dearth of the letter X in Los Angeles signage.

Some restaurants have seemingly effortless, yet somewhat obligatory scripted lettering, such as Xi’an, Beverly Hills; Xai Verandah Lounge, West Hollywood; and Xiomara, Hollywood. 
Then there are the X, XX and XXX theatres, but for all their lurid glory, once you’ve seen one, you’ve seem all. 

Despite the banality with which the letter X has been subjected to since the death of the last King Louis, the letter X has a rich history as a powerful symbol. 
An abbreviation for Christ. 
The sign that marks the spot. 
The signature of the illiterate. 

So it’s not surprising that a double-X configuration would continue to give rise to The most INTERESTING MAN in the WORLD and one of the funniest campaigns in the world. 
But somehow, I can’t picture THE most INTERESTING MAN buying beer from a battened-down liquor store on Brand Boulevard in Glendale.

Cheers.