When we read, our brain is decoding a series of abstract symbols
and synthesizing the results into complex ideas. Really, then, we
see before we read. We recognize the character of a word before we
ascertain its meaning. A tailor-made creative type takes advantage
of this effect to visualize a specific brand, deliver its image and
message and make it stand out among the crowd. To create an optimum
type, a designer must understand the brand's philosophy,
communicate with the client, feel with his empathy, and achieve a
perfect solution with his professional skills. This publication
features over a hundred custom types created by designers and
agencies within diverse cultural contexts. Readers of this book
will learn lessons from these creatives' work processes and be
inspired to design types that satisfy their clients and wow their
viewers.
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