The Baton font family is a new typographic system that celebrates the characteristics and functionality of the Big Issue magazine in the year of its 23rd Birthday. Using the metaphor of a ‘baton’ to enhance the connection between vendor and customer, unique features are formed through the influence of Big Issue’s history, and the convention of rolling magazines for portability. Fluid layout and structure powerfully evoke continuous information flow and transmission of social voice. These are semiotic corner stones of the design concept. It is suitable for digital adaptation and additionally aims to be sold in support of the charity.
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