Imagine two singers singing a song together. They both know every word, and they are timed perfectly. Their only problem is that they’re singing in different musical keys. You can probably imagine how unpleasant their singing is. Even if you don’t quite understand why you don’t enjoy listening to them, you know that something just doesn’t feel right. The desired balance and harmony is replaced with unbalanced dissonance. This is definitely not what the composer intended. Something gets lost in the interaction between the music and the listener.

Typography is quite similar.

Type has always been the visual representation of…

Rag Studio

A type-oriented branding studio from Tel-Aviv, founded by Alon Kanchuck & Rami Rashti. www.ragdesign.co

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