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LUBALIN DEMI for IBM. A-OTF KAKUMIN PRO_B. Japanese (Lubalin Demi alternative). Is your information withholding information? HELVETICA NEUE LIGHT for IBM. HIRAGINO KAKU GOTHIC ProN_W3. Japanese (Helvetica Light alternative). Is your information withholding information? BERTHOLD BODONI PRO LIGHT. A-OTF RYUMIN PRO_R-KL. Japanese (Bodoni Light alternative). Is your information withholding information? JANSON TEXT PRO 55 ROMAN. TB MINCHO MEDIUM Japanese (Janson Roman alternative). Is your information withholding information? 60
HELVETICA NEUE LIGHT for IBM. Medium length copy example. HIRAGINO KAKU GOTHIC ProN_W3. Japanese (Helvetica Light alternative). 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. 61
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IBM Global Fonts Typographic Guidel
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Global Fonts and Typographic Guidel
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ITC Lubalin Graph Lubalin is best s
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Customized Specifically for IBM Bel
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