The ` R ' is too small in the bowl , and too long in the leg , '' complained Paul Shaw , a New York type designer and calligrapher who was leading the group on what he called a letter-form tour of Manhattan , with stops to take in the Art Deco Bloomingdale 's sign , the sputnik-esque Frank Lloyd Wright letters on the Guggenheim Museum and the work of Bruce Rogers , a demigod of American book design , in the form of a huge Emerson quotation adorning a wall of Hunter College .