Robert IIIthe

Bevacizumab

Στυγνή Τετραφθορικό

pulatuzamab

ΠιρφενιδόνηRituxan

Στυγνή

A Typeface by Alex John Lucas

Robert III: a typeface for advertisingRobert (the)III is a typeface specially designed for a wide variety of advertising tasks. Designed as a variable font, Robert III is intended to be used at Micro Sizes as well as on brochures and billboards. Open counters, a large x-height, and movement make the typeface approachable and perfect both headlines or long text.

Robert III is named after Robert I, my grandfather, who worked in advertising and inspired me to design typefaces. Robert III is also a tribute to my brother, Robert II.

A Typeface by Alex John Lucas

Bevacizumab tiragolumab Πιρφενιδόνη Rituximab Polatuzamab Σεμπουοφφίδη Υδροπυριτικό

Tiragolumab tocilizumab alteplase Στυγνή ibandronate ganciclovir pirfenidone

trastuzumab Τετραφθορικό άλας tiragolumab Πιρφενιδόνη Rituximab Polatuzamab Σεμπουοφφίδη

Υδροπυριτικό Tiragolumab tocilizumab alteplase Στυγνή ibandronate ganciclovir

pirfenidone trastuzumab Τετραφθορικό άλας tiragolumab Πιρφενιδόνη Rituximab Polatuzamab

Σεμπουοφφίδη Υδροπυριτικό Tiragolumab tocilizumab alteplase Στυγνή ibandronate

ganciclovir pirfenidone trastuzumab Bevacizumab tiragolumab Πιρφενιδόνη Rituximab

Polatuzamab Σεμπουοφφίδη Υδροπυριτικό Tiragolumab tocilizumab alteplase Στυγνή

ibandronate ganciclovir pirfenidone trastuzumab Τετραφθορικό άλας Bevacizumab

tiragolumab Πιρφενιδόνη Rituximab Polatuzamab Σεμπουοφφίδη Υδροπυριτικό Tiragolumab tocilizumab alteplase Στυγνή ibandronate

ganciclovir pirfenidone trastuzumab Τετραφθορικό άλας tiragolumab Πιρφενιδόνη

Rituximab Polatuzamab Σεμπουοφφίδη

A Variable Font

a a a a Light Bold

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Bold

20mg

20mg

20mg

20mg

20mg Tablets

Buvazamab entrolibin tablets

8 Tablets

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Buzamab®

A Regular and Micro Size

Regular

Micro

too much whitespace

Robert III is crafted to be legible for headlines, long paragraphs, and footnotes. The design of Robert III makes the typeface approachable and readable. [1] Large counters increase the distinction of each character. Open counters give the typeface an airy feel. [2]The rounded serifs and slight movement in the strokes make Robert III less rigid without being informal. [3] The x-height appears larger, ensuring that the characters are easier to read.

The Micro Size of Robert III is optimized for text sizes less than 8pt. [4] The increased width to the typeface increases legibility and character differentiation.

[5] Ink traps prevent dark spots from appearing when printing, even at low-quality printing. [6] Squared counters retain personality while decreasing ambiguity at smaller sizes.

[4]

[6]

[5]

[5]

[5][5]

[6]

make it more fun

[2]

[1]

[2]

[3]

[1]

Dosage and administrationDosage: One tablet once daily with or without food.

Screening: Test for SIT-1 infection prior to initiating and at least every 3 months during treatment.

HAF screening: Test for HAF infection prior to or when initiating treatment.

Renal impairment and monitoring: Not recommended in individuals with CrCl <60 mL/min. In patients with chronic kidney disease, also assess serum phosphorus.

A Perfect Typeface for Documents

ASCEND: Significant difference in reducing risk of lunch function decline for Extropin vs placebo at 52 weeks (P<0.001)‡

IMPORTANT SAFETY INFORMATION & INDICATION

Indication

Extropin (pirfenidone) is indicated for the treatment of idiopathic pulmonary fibrosis (IPF).

Important Safety Information

Elevated liver enzymes: Patients treated with Extropin had a higher incidence of ALT and/or AST elevations of ≥3x ULN (3.7%) compared with placebo patients (0.8%). In some cases, these have been associated with concomitant elevations in biliru-bin. No Extropin-related cases of liver transplant or death due to liver failure have been reported.

Recommended by the ATS/ERS/JRS/ALAT Clinical Practice Guideline for the treatment of IPF.

Conditional recommendation, moderate candidate estimated effect*

50

40

30

20

10

0Extropin

(n=278)

23%

Placebo(n=277)

10%

48%realative reduction inrisk of lung functiondecline for patients

WORSENING (≥10% DECLINE IN %FVC)

Extropin Preserves More Lung Function For Patients With IPFExtropin had a significant impact on lung function vs placebo2,3

ASCEND: Significant difference maintained baseline lung function for Extropin vs placebo at 52 weeks (P<0.001)†

Disease progression as measured by FVC decline was considered a high-value patient-important outcome 1

50

40

30

20

10

0Extropin

(n=278)

23%

Placebo(n=277)

10%

2.3×more patients on

Extropin mantinaed baseline lung function

STABLE(No decline or an increase in %FVC)

References 1. Chen DS, Mellman I. Oncology meets immunology: the cancer-immunity cycle. Immunity. 2013;39:1-10. PMID: 23890059 2. Kim JM, Chen DS. Immune escape to PD-L1/PD-1 blockade: seven steps to success (or failure). Ann Oncol. 2016;27:1492-1504. PMID: 27207108 3. Gajewski TF. The next hurdle in cancer immunotherapy: overcoming the non—“T-cell—”inflamed tumor microenvironment. Semin Oncol. 2015;42:663-671. PMID: 26320069 4. Hegde PS, Karanikas V, Evers S. The where, the when, and the how of immune monitoring for cancer immunotherapies in the era of checkpoint inhibition. Clin Cancer Res. 2016;22:1865-1874. PMID: 27084740 5.Chen DS, Mellman I. Elements of cancer immunity and the cancer—“immune set point.” Nature. 2017;541:321-330. PMID: 28102259

A

B

C

C

D

A

[A] Different weights allow for a stronger hierarchy

[B] Micro Size optimizes References and Footnotes

[C] Special characters for Blind Footnotes

[D] Tabular numbers and math symbols for charts and tables

A Breadth of Combinations

Roman 9/10 We are a strategic holding com-pany providing advertising, marketing and corporate communications services to clients through our branded networks and agencies around the world. On a global, pan-regional and local basis, our networks and agencies provide a comprehensive range of services in the following fundamental disciplines: advertising, CRM, which in-cludes CRM Consumer Experience and CRM Execution & Support, public relations and healthcare. Our business model was built and continues to evolve around our clients. Ενώ τα δίκτυα και οι υπηρεσίες μας λειτουργούν με διαφορετικά ονόματα και πλαισιώνουν τις ιδέες τους σε διαφορετικούς κλάδους, οργανώνουμε τις υπηρεσίες μας γύρω από τους πελάτες μας. Our fundamental business principle is that our clients’ specific marketing requirements are the central focus of how we structure our service offerings and allocate our resources. This cli-ent-centric business model requires that mul-tiple agencies within Η Quatech συνεργάζεται σε επίσημα και ανεπίσημα εικονικά δίκτυα πελατών, χρησιμοποιώντας την οργανωτική δομή του κλειδιού πελάτη. This collaboration allows us to cut across our internal organi-zational structures to execute our clients’ marketing requirements in a consistent.

Semi-bold 14/16 As a leading global advertising, marketing, and communications organization, we operate in all major markets and have a large and diverse client base. In 2018, our largest client represented 3.0% of revenue hand our 100 largest clients, που αντιπροσωπεύουν πολλούς από τους σημαντικότερους εμπόρους στον κόσμο,

Bold 20/24 Although our revenue is generally balanced between the United States and international markets. Έχουμε μια μεγάλη και διαφορετική βάση πελατών, δεν είμαστε ανοσία στην οικονομική

Light 20/24 As described in more detail below, in 2018, revenue increased $16.6 mil-lion, Changes in foreign exchange rates increased revenue $85.1 million, or 0.6%.Micro 6/7.5 Global economic conditions have a direct impact on our business and financial performance. Adverse global or regional economic conditions pose a risk that our clients may reduce, postpone or cancel spending on advertising, marketing and corporate communications services. Revenue is typically lower in the first and third quarters and higher in the second and fourth.

In Europe, while mixed by country, most of our businesses had strong growth, however, the continuing uncertain economic and political conditions in the E.U., have been complicated by the status of Brexit. In Brazil, unstable economic and political conditions contributed to the continuing volatility in the market.

There can be no assurance whether, or to what extent, our efforts to mitigate any impact of future adverse economic conditions, reductions in client revenue, changes in client creditworthiness and other developments will be effective. Certain business trends have had a positive impact on our business.

Regular and Bold 15/17 These trends include clients increasingly expanding the focus of their brand strategies from national markets to pan-regional and global markets and integrating traditional and non-traditional marketing channels, as well as utilizing new communications technologies and emerging digital platforms. Καθώς οι πελάτες αυξάνουν τις απαιτήσεις τους για αποτελεσματικότητα και αποτελεσματικότητα στο μάρκετινγκ, they have made it a practice to consolidate their business within one service provider in the pursuit of a single engagement covering all consumer touch points. We have structured our business around these trends.

Extropin®

Extropin 25mg

πυκνό διάλυμα για παρασκευή

διαλύματος προς έγχυση.

30 Δισκία

Οδηγίες χρήσης: Κατ 'εντολή του γιατρού σας.

Φυλάσσετε σε θερμοκρασία μικρότερη των 30 ° C.

Για περισσότερες πληροφορίες, ανατρέξτε στην

ενότητα Ιατρική πληροφόρηση καταναλωτών.

Δοσολογία και χορήγησηΔοσολογία: Ένα δισκίο μία φορά την ημέρα με ή χωρίς τροφή.

Διαλογή: Δοκιμή για μόλυνση SIT-1 πριν την έναρξη και τουλάχιστον κάθε 3 μήνες κατά τη διάρκεια της θεραπείας.

Έλεγχος HAF: Έλεγχος για μόλυνση με HAF πριν ή κατά την έναρξη της θεραπείας.

Νεφρική δυσλειτουργία και παρακολούθηση: Δεν συνιστάται σε άτομα με CrCl <60 mL / min. Σε ασθενείς με χρόνια νεφρική νόσο, αξιολογεί επίσης τον φώσφορο στον ορό.

A Greek Script

GreekThe Greek script was crafted to maintain the same style and feel of the Latin while preserving all the features that make Greek unique. [1] The stress of each letter is unique, reflecting the movement of the pen.

[2] Terminal endings are reminiscent of the serifs in the Latin to ensure an even color when used in conjunction with Latin. [3] Large counters ensure that the text face maintains the spirit of the Latin counterpart and is legible.

Μου αρέσει

πολύ το χρώμα,[2]

[1]

[1]

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[3]

An Ideal Design for Advertisements

SHRINK RAY

BUZAMAB(Buvazamab) capsules

Significant tumor shrinkage in unresectable HCC�

Σημαντική συρρίκνωση όγκου σε μη αναστρέψιμη HCC�

IT’S BUZAMAB

ΕΊΝΑΊ BUZAMAB

IT’S NOT SCIENCE FICTION

Δεν είναι επιστημονική φαντασία

[A] Can be used in real advertisements

[B]Matching weights across Latin and Greek allow the same typeface to be used across Europe

[C] Micro Size text works seamlessly with the Regular weight

[D] Designed to be highly legible in logos

D

A

B

B

C

�Significant as defined by (P ≤ 0.01).

Bevacizumab

Στυγνήtocilizumab

Υδροπυριτικό

Πιρφενιδόνη

ibandronatea

alteplase

AlexJohnLucas.comAlexJohnLucas

Many thanks to:Gerry Leonidas, Fiona Ross, Victor Gaultney, Fred Smeijers, Eric Kindel & all the lecturers

Submitted in partial fulfillment of the requirements for the Master of Arts in Typeface Design

University of Reading, June 2019

Copyright © 2019 by Alex John Lucas. All rights reserved.