30 March 2009

this. spring break two thousand nine.

for reasons i cannot explain the brakes came on so easy this semester as i contemplate during spring break starting today a revelation that my classes are far too behind my thesis topic is hiding a mystery that quite frankly i'm tired of seeking all i want to really do is write but get guilty feelings like i'm wrong then i find myself searching my archives of works nothing to be proud of except the words.

somewhere in the middle of that run-on sentence i found this string of words that talks about this.


rules i strive to live

always check your kerning. start off with negative tracking. at least negative ten. don't write vertical when communicating quickly. (hotel and motel are the exception.) nor with uneven or unbalanced words.

please don't leave your typesetting to a sign shop. they only own silly fonts have no taste in typographic usage and don't design with a purpose. this pome is for them. listen up.

location is key. place your type carefully. simply. in a second. always close-up double oh's. closer than your average kern. look. moon. poop. food. be sure the captial Tee and whY is close to your lower case oh. To. Yo.

and spread your double el's. million. brilliant. trillion. killer. don't ever use a font named after a city. ever. and move comic sans. to the trash can. on a mac. or recycle bin. if you're a user of i.b.m.

make a capital vee and a capital eay comfortable. VAGINA. ENDEAVOR. tighten the kern. the space between them. simple rules. of typography. watch and observe. it's easy to learn. use your keyboard with caution. perhaps go back to a pen.

know your printer. eat breakfast with them. drive in their car. always shake their hand. photoshop is not graphic design. neither is a computer.

idea is king.

it's solving a problem. it's a service. translating a message from one to
another. from bow to target. the arrow. straight. narrow. responsible for the end result. the viewers perception.

there's meaning. there's reason. visual plus verbal equals message. graphic design is a verb. a+b=c. providing closure. problem solved.

the life i'm ruled

that was supposed to be read slowly. start over.

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