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“The new TBHR logo lockup juxtaposes a formal, authoritative, traditional serif font (TBHR) with a more approachable, conversational, modern font as seen in the four-stack of partner names. This duality brings to life a brand and service that is simultaneously credible, serious, attainable and aspirational. Adding to the craftsmanship of design, the TBHR typeface has been purposefully hand-tooled having removed the stems of both the B and the R. Due to their similar natures as letterforms with bowls—and due to the mutually stern vertical stems of the T and the H—a visual alliteration is created, which showcases a certain uniqueness and whimsy of spirit even within the otherwise austere typeface. The resulting effect is a singularly eye-catching logo lockup that can swell and contract in mood and tonality given its environment.”