Volume 5–2.pdf - U&lc

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THIS PAGE WAS SET IN ITC SERIF GOTHIC AND ITC AVANT GARDE GOTHIC
Although the typographic styling in the
original poster looks uniquely like computerized
cheese in its leiterforms, hindsight dictates
that its entire shape relate to my preconceived
image of the recognizable hunk
of Swiss. So I squared everything up to define
the outside configuration as cheese. The use
of an engraving of a mouse and a photograph
of the trap robbed the original design
of the reality of the situation as defined by
the message. Our new rodent is displaying
an air of abject disappointment conspicuously
missing in the original. And, remember
this: Even without designers,"Life goes on
for ever like the gnawing of a mouse'