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“We were typographers before we were printers,” Cary says, pointing to the hulking Intertype brand typography machine dating from the early 20th century that stands in one of the shop windows.

Graham Clifford, the campaign’s designer and art director, “came in to really fine-tune the logo and has a deep legacy in design. In fact, his father was a typographer,” Banikarim said.

Poets differ from writers of prose in that they, not the typographer, choose where their lines should end, thus giving them the ability to play with a reader’s sense of time.

For Baker, there is something about writing an appointment down that drills it into her memory more than when she types it; also, Baker used to be a typographer and maker of high-end paper.

Working with designers and typographers at Commercial Type, we spent months crafting the typeface to integrate it into Nature’s overall design language, inspired by the mid-century Swiss modernist school of rational design.