Garamond is a font that I use and know very well. I use garamond daily, because at my job it is the most accepted font. A lot of the technical writing documents I write for the library are written with garamond, because it is extremely easy on the eye. It's not a super thick font, and I feel like the kerning of the font makes it easier to read. The dominant industry and organization of this font would be extremely technical, even apple has a variation of Garamond, shown here: 

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Garamond is extremely well known across a lot of technical fields, and I have been adopting it in use with my essays. It has an extremely technical ethos that works well in formal documents. Even though Times New Roman is the most known for its presence in high school and college essays, I believe that garamond looks a lot sleeker and provides a cleaner ethos than times new roman.

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The "Vogue" font is called "bodoni" and is also used in the "Calvin Klein" brand as well. So why do these brands use this font? When we think of Vogue and Calvin Klein, we think of extremely high end fashion. Fashion that is expensive and sought after, and I think that the bodoni font represents the high fashion ethos extremely well. It has the bold on the left, with a thinner, sleeker line on the right, which I think that works for fashion because fashion is bold and sleek at the same time. Sometimes over the top, but with the usage of modeling it works for their intentions. 

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IBM's font is the ITC Lubalin Graph. You may also known this font for the sideways "e". IBM adopted this font and it is known that IBM uses a much larger weight with the font. This slab serif font was adopted by Paul Rand, and it definitely gives it a more energetic and creative feel. Although "energetic" and "creative", it also is extremely clean cut. ESPECIALLY in the logo, with the usage of horizontal lines it creates a very structured and clean look, maybe even minimalistic. I think IBM's ethos of technological innovation is represented strongly in their logo with the usage of the ITC Lubalin Graph font. 

 

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