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Typographic directions from copy to concept
Resistance imitation understanding Hal Zamboni
Type attracts emphasizes Mahlon Cline
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24 Point Ludlow Aaron Burns achieve adver advertising Agency American Art Director Baskerville Bauhaus Benton & Bowles Bodoni body copy Bold Condensed Bradbury Thompson break Caslon Century Expanded Client color communication contemporary contrast Craw Modern create creative direct mail direct mail typography display lines East 45th Street editorial effective exciting Franklin Gothic function graphic arts graphic design Grotesk headline Herb Lubalin Herbert Bayer illustration imitation layout legibility less letter forms look Lubalin magazine McCall's ment MICROGRAMMA MUSIC package paper Paul Rand photographic picture pieces pography printing problem proofs ragged right raphy readability reader Record Gothic rules sense serif shapes simplicity spread Standard Stijl symbols taste technique texture thought-unit composition tion Trade Gothic trend Type Directors type faces typeface typo typog typographic design Typographic Directions typography United visual VOICE white space word spacing York Young & Rubicam