Stage
I
This great Japanese proverb started with an excursion into
Typefaceland, with different faces and compositions each being
visited. The horizontal approach just wasn't working.
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Stage II
Turning the type on its side gave us an automatic "shelf"
that "both feet" could then plunge off. To make
the "shelf" visible, we went with all capital letters
(lowercase letters don't give the same horizontal line). Breaking
the quote into one word per line creates an interesting "bounce"
effect along the top of the words. The typeface, NeutraDisplay
Drafting, has a somewhat wobbly line to it, which gives it
a watery feel. We're getting there!
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