Edward Johnston declared that the purpose of calligraphy was "To make good letters and arrange them well." The second part is almost more important than the first. In this design, I had to make dozens of small tweaks to help the eye read smoothly and to reinforce the meaning.

Graphic custom has trained readers to read from top down and large letters first, so I trusted that starting at upper right would cue them not to read the lower left area with them. But just in case, I made sure the two sets of lines did not line up.
Even though I lettered the two blocks of text in two different styles and sizes, I felt there was still a chance that the reader might read straight across and get confused. Choosing two different ink colors added one more safeguard.
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