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LUBALIN DEMI for IBM. TANSEEK MODERN BOLD. Arabic (Lubalin Demi alternative). Is your information withholding information? HELVETICA NEUE LIGHT for IBM. MADRASAH LIGHT. Arabic (Helvetica Light alternative). Is your information withholding information? BERTHOLD BODONI PRO LIGHT. AKHBAR LIGHT. Arabic (Bodoni Light alternative). Is your information withholding information? JANSON TEXT PRO 55 ROMAN. HASSAN LT LIGHT. Arabic ( Janson Roman alternative). Is your information withholding information? 40
HELVETICA NEUE LIGHT for IBM. Medium length copy example. MADRASAH LIGHT. Arabic. Medium length copy example. 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? THIS COPY FOR VISUAL REFERENCE ONLY. 41
Page 1 and 2: IBM Global Fonts Typographic Guidel
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Page 7 and 8: Customized Specifically for IBM Bel
Page 9 and 10: LUBALIN EXTRA LIGHT for IBM. Custom
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Page 17 and 18: BERTHOLD BODONI PRO LIGHT. Headline
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Page 45 and 46: HELVETICA NEUE LIGHT for IBM. Mediu
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