This is the first of a handful of posters put out by Emigre to advertise a new typeface available through its foundry. Interested parties could contact the company and purchase a disc containing the font. Unlike typefaces that use letters in an alphabet, Big Cheese is entirely made up of dingbats— symbols that correspond to letters and numbers. The designers have noted that their illustrations have no intrinsic meaning but, rather, take on new meanings when used. All 126 pictograms in the typeface are shown in the poster. The title type in the poster is composed of Zuzana Licko’s Triplex font. Holes mimicking those in Swiss cheese were added to Triplex to play on the name of the advertised typeface.