EVERY LETTER A BUILDING EVERY WORD A CITY EVERY LINE A STREET TYPE IS STRUCTURE THE WALLS SPEAK IN LETTERS THE SIGNS SHOUT IN COLOR THE BUILDINGS READ LIKE HEADLINES DESIGN IS COMMUNICATION TYPE DOES NOT ILLUSTRATE TYPE EXPRESSES THE LETTER IS THE ART THE WORD IS THE ARCHITECTURE THE PAGE IS THE CITY THE POSTER IS THE BUILDING COLOR IS STRUCTURE BLACK IS FOUNDATION RED IS ENERGY YELLOW IS LIGHT THE PALETTE IS THE MATERIAL THE TYPEFACE IS THE TOOL THE WEIGHT IS THE MASS THE SIZE IS THE SCALE EVERY PIXEL A BRICK EVERY STROKE A BEAM BOLD IS CONFIDENT CONDENSED IS URGENT BLACK IS DEFINITIVE STACK IS VERTICALITY STRETCH IS HORIZONTALITY TYPE FORM LETTER DESIGN BUILD ARCHITECTURE WALL CITY SIGN PRINT POSTER COLOR BOLD HEAVY CONDENSED DISPLAY WEIGHT MASSIVE STRUCTURAL PAINT INK PAPER PRESS OFFSET BILLBOARD MARQUEE BLOCK SERIF SANS GEOMETRY GRID SYSTEM HIERARCHY RHYTHM PATTERN REPETITION CONTRAST BALANCE ALIGNMENT CONSISTENCY CLARITY IMPACT EXPRESSION COMMUNICATION LANGUAGE ALPHABET CHARACTER GLYPH KERNING TRACKING LEADING COMPOSITION LAYOUT SPREAD MARGIN GUTTER COLUMN ROW BREAK SCALE MODULAR SYSTEMATIC ORGANIZED DELIBERATE INTENTIONAL BOLD FEARLESS CONFIDENT ASSERTIVE AUTHENTIC ORIGINAL PIONEERING VISIONARY CREATIVE INNOVATIVE BOUNDARY PUSHING LIMIT DEFINING ERA SETTING TREND CREATING EVERY LETTER A BUILDING EVERY WORD A CITY EVERY LINE A STREET TYPE IS STRUCTURE THE WALLS SPEAK IN LETTERS THE SIGNS SHOUT IN COLOR THE BUILDINGS READ LIKE HEADLINES DESIGN IS NOT DECORATION DESIGN IS COMMUNICATION TYPE DOES NOT ILLUSTRATE TYPE EXPRESSES THE LETTER IS THE ART THE WORD IS THE ARCHITECTURE THE PAGE IS THE CITY THE POSTER IS THE BUILDING COLOR IS STRUCTURE BLACK IS FOUNDATION RED IS ENERGY YELLOW IS LIGHT THE PALETTE IS THE MATERIAL THE TYPEFACE IS THE TOOL THE WEIGHT IS THE MASS EVERY PIXEL A BRICK EVERY STROKE A BEAM BOLD IS CONFIDENT CONDENSED IS URGENT BLACK IS DEFINITIVE STACK IS VERTICALITY STRETCH IS HORIZONTALITY TYPE FORM LETTER DESIGN BUILD ARCHITECTURE WALL CITY SIGN PRINT POSTER COLOR BOLD HEAVY CONDENSED DISPLAY WEIGHT MASSIVE STRUCTURAL PAINT INK PAPER PRESS OFFSET BILLBOARD MARQUEE BLOCK SERIF SANS GEOMETRY GRID SYSTEM HIERARCHY RHYTHM PATTERN REPETITION CONTRAST BALANCE ALIGNMENT CONSISTENCY CLARITY IMPACT EXPRESSION LANGUAGE ALPHABET CHARACTER GLYPH KERNING TRACKING LEADING COMPOSITION LAYOUT EVERY LETTER A BUILDING EVERY WORD A CITY EVERY LINE A STREET TYPE IS STRUCTURE THE WALLS SPEAK IN LETTERS THE SIGNS SHOUT IN COLOR THE BUILDINGS READ LIKE HEADLINES DESIGN IS NOT DECORATION DESIGN IS COMMUNICATION TYPE DOES NOT ILLUSTRATE TYPE EXPRESSES THE LETTER IS THE ART THE WORD IS THE ARCHITECTURE THE PAGE IS THE CITY THE POSTER IS THE BUILDING COLOR IS STRUCTURE BLACK IS FOUNDATION RED IS ENERGY YELLOW IS LIGHT THE PALETTE IS THE MATERIAL THE TYPEFACE IS THE TOOL THE WEIGHT IS THE MASS THE SIZE IS THE SCALE EVERY PIXEL A BRICK EVERY STROKE A BEAM BOLD IS CONFIDENT CONDENSED IS URGENT BLACK IS DEFINITIVE STACK IS VERTICALITY STRETCH IS HORIZONTALITY TYPE FORM LETTER DESIGN BUILD ARCHITECTURE WALL CITY SIGN PRINT POSTER COLOR BOLD HEAVY CONDENSED DISPLAY WEIGHT MASSIVE