Search typography collections to find an example of Trait Gothic, the parent of the font used by

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Search typography collections to find an example of Trait Gothic, the parent of the font used by Saatchi in the Prius launch ads. What qualities does the font seem to exhibit? How would these affect a reader’s perception of a new vehicle such as the Prius?

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Contemporary Advertising And Integrated Marketing Communications

ISBN: 9780073530031

13th Edition

Authors: William Arens, Michael Weigold, Christian Arens

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