Feeling outcast, Gordon becomes a signsmith. He is happy for a time until a man named George Finch buys the company he is working for, Ace Signs, and Gordon is laid off. Gordon starts to hate everything that went wrong in his life and decides to become a super-villain, calling himself Typeface. He uses a grease pencil to write letters on his face, including a large, red "R" on his forehead, for "retribution". He begins committing vandalism throughout the city, and while attacking local thugs, he catches the attention of Spider-Man. Typeface uses his giant letters as weapons and manages to defeat the webslinger. After successfully escaping and returning to his apartment, he replaces the "R" letter on his head with an "A" for "Annihilation".