What ze font
What ze font
Out of context: Reply #5
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CR: Is the headline type stretched or did you have a special typeface drawn like that?
MM: This was actually the hardest job to get right. Most of the time my assistant Tim Giesen was stretching types like hell. The idea was getting us into a kind of "darker". We combined the stretched ones with types from the Helvetica and Futura family and the Times New Roman Condensed. We had to recondition our minds aesthetically wise while we were working on 032c. After some days everything commercial looked so boring... unbelievable! It was a bit like a trip.
I wanted to reveal a darker beauty which embraces mature elegance and coolness. When the layouts were done we sent them to Jörg, based in Berlin, he replied with his one-word-code: "KILLER!"