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BERTHOLD BODONI PRO LIGHT. A direct comparison between the default and preferred settings. Default Setting. Berthold Bodoni Pro Light Size: 70pt Line Spacing: 84pt Character Spacing: (0) Kerning: Metrics Preferred Setting. Berthold Bodoni Pro Light Size: 70pt Line Spacing: 73.5pt Character Spacing: (-25) Kerning: Metrics Bodoni is the face of of a a company that is enduring, a a company that that has has a point of of view view because because it it has has seen seen cycles come and go. cycles come and go. 18
BERTHOLD BODONI PRO LIGHT. Body copy example. Default Setting. BERTHOLD BODONI PRO LIGHT. Body copy example. Preferred Setting. Size: 12pt Line Spacing: 14.4pt Character Spacing: (0) Kerning: Metrics Size: 12pt Line Spacing: 16pt Character Spacing: (-20) Kerning: Metrics The secret of good writing is to strip every sentence to its cleanest components. Every word that serves no function, every long word that could be a short word, every adverb that carries the same meaning that’s already in the verb, every passive construction that leaves the reader unsure of who is doing what—these are the thousand and one adulterants that weaken the strength of a sentence. And they usually occur, ironically, in proportion to education and rank. IBM is a company filled with a lot of well-educated people, who have rank. Which is why we must toil to make our writing work. We start by actually knowing something about how the world works, and then taking a point of view about the topic at hand. We must use fact, not just conjecture. We must build an argument, a well-reasoned case for why a leader needs to act. But if you think that every case we make must be long, or tedious, or, boring—are you still reading this?—try this: Write your bio, using only six words to tell your whole story. If IBM were a person, what would IBM’s story be? The secret of good writing is to strip every sentence to its cleanest components. Every word that serves no function, every long word that could be a short word, every adverb that carries the same meaning that’s already in the verb, every passive construction that leaves the reader unsure of who is doing what—these are the thousand and one adulterants that weaken the strength of a sentence. And they usually occur, ironically, in proportion to education and rank. IBM is a company filled with a lot of well-educated people, who have rank. Which is why we must toil to make our writing work. We start by actually knowing something about how the world works, and then taking a point of view about the topic at hand. We must use fact, not just conjecture. We must build an argument, a well-reasoned case for why a leader needs to act. But if you think that every case we make must be long, or tedious, or, boring—are you still reading this?—try this: Write your bio, using only six words to tell your whole story. If IBM were a person, what would IBM’s story be? 19
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