Use of white space within a letter, used for the main body of text. Grunge effect on a finished letter works well, with use of bold in finer text making it more prominent. Contrasting irony of the small capital text, to the larger lower case.
This font is Gill sans. Gill Sans is a sans-serif typeface designed by Eric Gill and released by the British branch of Monotype from 1928 onwards. I think it's very special that the designer use the way that the heading of G connect with small ill sans.