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building tools p. 26 body copy exceptions If the body copy cannot be reversed font: itc avant garde book out of Sony black, then it may be set in leading: 1.3 x type size ITC Avant Garde Book. Legibility should letter spacing: 0/optical dictate usage in every case. word spacing: 80% color: black Spec sheets and information-heavy alignment: flush left/ragged right web pages are potential candidates for this treatment. 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 Book The Sony advertising staff has long been involved in The Sony advertising staff has long been The Sony advertising staff has long product planning so that product names, market- involved in product planning so that product not to be reversed ing slogans, and advertising strategies are created names, marketing slogans, and advertising been involved in product planning so in tandem with the products themselves. The name that product names, marketing slo- ‘Walkman’ for instance, is a Sony product name that strategies are created in tandem with the has become synonymous with personal headphone products themselves. The name ‘Walkman’ gans, and advertising strategies are stereos. Another example is ‘passport-sized’ which for instance, is a Sony product name that was used to promote Sony’s 8mm camcorder. This has become synonymous with personal created in tandem with the products camera was small enough to fit into a travel bag, and themselves. The name ‘Walkman’ was marketed for use on holidays. headphone stereos. Another example is ‘passport-sized’ which was used to promote for instance, is a Sony product name Sony’s 8mm camcorder. This camera was that has become synonymous with small enough to fit into a travel bag, and was personal headphone stereos. Anoth- marketed for use on holidays. er 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.

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