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LUBALIN DEMI for IBM. FOUNDER LANTING CU HEI. Chinese (Simplified) (Lubalin Demi alternative). Is your information withholding information? HELVETICA NEUE LIGHT for IBM. M HEI HK LIGHT. Chinese (Simplified) (Helvetica Light alternative). Is your information withholding information? BERTHOLD BODONI PRO LIGHT. M SUNG HK LIGHT. Chinese (Simplified) (Bodoni Light alternative). Is your information withholding information? JANSON TEXT PRO 55 ROMAN. M KAI HK MEDIUM. Chinese (Simplified) ( Janson Roman alternative). Is your information withholding information? 48
HELVETICA NEUE LIGHT for IBM. Medium length copy example. M HEI HK LIGHT. Chinese (Simplified). 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. 49
Page 1 and 2: IBM Global Fonts Typographic Guidel
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Page 5 and 6: ITC Lubalin Graph Lubalin is best s
Page 7 and 8: Customized Specifically for IBM Bel
Page 9 and 10: LUBALIN EXTRA LIGHT for IBM. Custom
Page 11 and 12: Customized Specifically for IBM Bel
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Page 15 and 16: HELVETICA NEUE LIGHT for IBM. Long
Page 17 and 18: BERTHOLD BODONI PRO LIGHT. Headline
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Page 21 and 22: BERTHOLD BODONI PRO LIGHT ITALIC. H
Page 23 and 24: BERTHOLD BODONI PRO LIGHT ITALIC. B
Page 25 and 26: JANSON TEXT PRO 55 ROMAN. Headline
Page 27 and 28: JANSON TEXT PRO 55 ROMAN. Body copy
Page 29 and 30: JANSON TEXT PRO 56 ITALIC. Headline
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Page 35 and 36: Latin and Non-Latin Font Alternativ
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Page 43 and 44: Cyrillic (Russian) 43
Page 47: Chinese (Simplified) To purchase th
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Page 55 and 56: Hebrew 55
Page 59 and 60: Japanese To purchase A-OTF Kakumin
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