building tools p. 27 body copy exceptions web use If necessary, body copy on the web font: itc avant garde book condensed can be set using ITC Avant Garde Book leading: 1.3 x type size Condensed. This condensed typeface letter spacing: 0/optical takes up less of our very limited online word spacing: 80% screen space. color: black alignment: flush left/ragged right Use this typeface sparingly. Never use it for headlines. type size: 7 pt type size: 9 pt type size: 12 pt leading: 1.3 x 7 = 9.1 pt leading: 1.3 x 9 = 11.7 pt leading: 1.3 x 12 = 15.6 pt ITC Avant Garde The Sony advertising staff has long been involved in product plan- The Sony advertising staff has long been involved in prod- The Sony advertising staff has long been Book Condensed ning so that product names, marketing slogans, and advertising uct planning so that product names, marketing slogans, strategies are created in tandem with the products themselves. and advertising strategies are created in tandem with the involved in product planning so that product The name ‘Walkman’ for instance, is a Sony product name that has names, marketing slogans, and advertising not to be reversed become synonymous with personal headphone stereos. Another products themselves. The name ‘Walkman’ for instance, example is ‘passport-sized’ which was used to promote Sony’s 8mm is a Sony product name that has become synonymous strategies are created in tandem with the camcorder. This camera was small enough to fit into a travel bag, and with personal headphone stereos. Another example is was marketed for use on holidays. ‘passport-sized’ which was used to promote Sony’s 8mm products themselves. The name ‘Walkman’ camcorder. This camera was small enough to fit into a for instance, is a Sony product name that has travel bag, and was marketed for use on holidays. become synonymous with personal headphone stereos. Another example is ‘passport-sized’ which was used to promote Sony’s 8mm camcorder. This camera was small enough to fit into a travel bag, and was marketed for use on holidays.