Sublime

of type you’d see in magazines, anything that might look familiar to people. The goal, always, was real-world references. I was from suburban Philadelphia, so I named the fonts after stops on the Paoli Local—so Rosemont, Paoli, Ardmore, Overbrook. Steve thought city names were fine, but he asked why would we pick these little cities that nobody had

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In 1985, Nike held a 24-hour shoe design contest. Nike was struggling. Their stock dropped 50%. They had to lay off people. Adidas, Converse, and Reebok were all selling more shoes. So in a panicked attempt to find creative talent, Nike held a shoe design contest. The winner was a corporate architect named Tinker Hatfield. “Two days after the compe... See more