(RAY)
F39 Job:09-26878 Title:RP-Brand Bible
10-C65031 #175 Dtp:204 Page:266
001-297_C65031.indd 266 10/24/11 7:25 PM
BRAND BIBLE266
(Text)
around for a long time, and the Saks leadership likes
that. That’s a good thing. Because of that, they can
commission interior spaces that are progressive and
lively, but that are within the context of a brand that
has real history.
But we were told not to be restrained by that history.
We were invited to come up with anything we
wanted. We started by setting “Saks Fifth Avenue” in
a million dierent typefaces. In Gotham, Helvetica,
Bodoni. What happened—and this is the second
reason we ended up going in the di ...
Get Brand Bible now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
