To highway enthusiasts like Richard Moeur, who runs a Web site devoted to traffic signs, the existing highway typeface has become evocative of the wonder of the open road.
All these elements become evocative vehicles for recounting the birth of a revolutionary idea as the exhibition explores the early questions, the fascinating discoveries, the premonitions of an idea and its initial uncertainties, the fears, the long silence, and finally, the publication of his theory in 1859.
The trees become evocative, strange and mysterious, while remaining suggestive of and suggested by the natural world.
John Seely Brown, an organizational guru who was the director of the Xerox PARC research center for a decade, told me, "Those chance encounters that become evocative turn out to be incredibly important.
With the abstraction of the impressionists, Matisse and Picasso, shape and colour became more evocative of the poetic currents that lay beneath photographic realism.
They become "figures evocative of lost worlds, conjuring the ghosts of children who have left these toys behind".
It might become something more evocative of the device's purpose.
With the added dimension of smell, Malick's rendition of Captain John Smith's romance with Pocahontas became an evocative one.
Beginning with a '0' that is splintered into geometric 3D sections as if it were a NASA architectural blueprint, the numbers slowly become more corporeal and evocative of typographical styles from the 70s and 80s by the time '8' and '9' roll around.
Language, even and in particular at its most evocative, becomes less of an aid and more of a difficulty.
