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Friday, October 28, 2016

A modern logo in tightly kerned Helvetica

A commentary on the go-to American font

by Jim Lennon

Any concept of universality, you’d think, wouldn’t really be a consideration

of a graphic designer attempting to create a distinct visual brand. A logo is

the antithesis of brand identity - it draws in the eye, it creates a sense of

familiarity and comfort, it creates separation. It makes yo...

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