Type on the computer was designed to work for text, Benguiat explains. Sometimes they sacrifice and use lousy spacing in some of the letters. When you blow it up to an inch high, you can see it. So you have to re-space it. At three feet high the serif of a face like Bodoni is going to be two inches thick.
Someone has to fix it.
I get called to do that. Fixing a typeface involves more than just resetting the kerning pairs. Benguiat will assess the different weights and curves of each particular character, and then make adjustments accordingly. The Fixer Fixing logotype, as Benguiat does, is not the same as developing a logo from scratch. He makes a point that he spends most of his time as an editor of sorts.