Not St.James in the Bible, the St.James Centre in Edinburgh. We all make mistakes, but if I was responsible for this one I’d be ashamed to show my face in public. It is a St.James Centre sign, not Costa. But didn’t Costa check or approve it before the Centre was allowed to use it? Did the copywriter get it wrong? All these new signs seem to be computer flat screens, so didn’t the person who set up the program notice? Or the person who set up the signs themselves? Or the St.James Centre manager? Whatever happened to Quality Control?
There is another possibility of course – that all these people noticed, and they thought it was right. Like the dentist.
I suppose that if you are an architect or designer you can write things how you like. As a conventionally educated bloke it took me some time to accept (though accept is probably not the right word) that sometimes people no longer use capital letters for proper nouns, or at the start of sentences. The new dental practice in Penicuik is clearly So Important That dentist is Capitalised While the town Of penicuik is NOt. Someone, presumably, thought that this sign would look good. Shame on them.
And we wonder why our kids get it wrong.
Let’s hope the dentists at the practice are better at their job than the signwriters / architects that dreamt up this rubbish. e e cummings has a lot to answer for.