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AUSTIN WEST

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Typography | Part One

Typography is a core building block of an effective identity program. Companies such as Apple, Mercedes-Benz, and Citibank are immediately recognizable in great part due to the distinctive and consistent typographical style that is used with intelligence and purpose throughout thousands of applications over time. A unified and coherent company image is not possible without typography that has a unique personality and inherent legibility. Typography must support the positioning strategy and information hierarchy. Identity program typography needs to be sustainable and not on the curve of a fad.