Kerning, branding and grids

Vignelli
-The grid represents the basic structure of our graphic designs we know it
-Rationalising design allows us to ensure consistency and structure

-Many artists and and architects attempt to explain the 'beauty' of the Roman alphabet by applying a geometric grid to each letterform
-The golden ratio divides a line into two parts relating to each other at approximately 1:1.618 &
plays a significant role in geometry, to create a rationally proportionate shape
-kerning is important to establish the word properly

Helvetica has the characteristics of being modern and simplistic, the brands 'American Apparel', 'American Airlines' and 'Luthansa'- simplistic
                                                          modern
             
Rebranding -
-vignelli stay true to the original brand not trends
the question of is rebranding for change or ...
out of thousands of typefaces, all we need are a few basic ones, and trash the rest' - vignelli
-the use of computer is now visual pollution