Unapologetic Freedom by maitexf

The Academy of Art University Nature of Identity // Hunter L. Wimmer (instructor) Fall 2013

UNAPOLOGETIC FREEDOM

A HUSTLER REBRANDING

CONTENTS

FROM THE TRAILER …

TO PROTECTOR OF FREEDOM

OUR VISUAL IDENTITY

OUR BOOTS ON THE GROUND

THE FUTURE OF HUSTLER

HUS路TLE V. HUS路TLE, HUS路TLES, HUS路TLED 1. SELL AGGRESSIVELY 2. PUSH ROUGHLY; JOSTLE 3. OBTAIN BY FORCEFUL ACTION OR PERSUASION

RE路DACT (RI'DAKT)

V. RE路DACTED 1. CENSOR OR OBSCURE

CONGRESS SHALL MAKE NO LAW

RESPECTING AN ESTABLISHMENT OF RELIGION,

OR PROHIBITING THE FREE E XERCISE THEREOF

OR ABRIDGING THE FREEDOM OF SPEECH,

OR OF THE PRESS

OR THE RIGHT OF THE PEOPLE

PE ACE ABLY TO ASSEMBLE

AND TO PETITION THE GOVERNMENT

FOR A REDRESS OF GRIEVANCES .

“THOSE WHO SURRENDER FREEDOM FOR SECURITY WILL NOT HAVE, NOR DO THEY DESERVE, EITHER ONE.”

— BENJAMIN FRANKLIN One of the Founding Fathers of the United States. Franklin was foundational in defining the American ethos as a marriage of the practical values of thrift, hard work, education, community spirit, self-governing institutions, and opposition to authoritarianism both political and religious, with the scientific and tolerant values of the Enlightenment.

FROM THE TRAILER...

THE PAST PAVES THE WAY FOR THE FUTURE. WITHOUT THE ALCOHOL AND PORNOGRAPHY WE WOULD HAVE NEVER HAD TO DEFEND OUR RIGHTS AND FREEDOMS. IT WOULD BE STUPID TO SAY IT DIDN’T INFLUENCE US AND GLOSS OVER IT. PORN ISN’T ALWAYS PRETTY, BUT THEN AGAIN NEITHER IS LIFE.

IT ALL STARTED WITH PORN

ACTUALLY THAT’S BULLSHIT. IT STARTED WITH A BAR, AND THEN IT WAS ALL ABOUT PORN. BUT TODAY IT’S DIFFERENT. TODAY IT’S ABOUT PROTECTING THE FREEDOMS THAT ARE GUARANTEED TO US IN THE CONSTITUTION. BUT WE WOULDN’T BE ABOUT THAT NOW IF IN THE BEGINNING, IT WASN’T ABOUT THE PORN.

Born in Kentucky in 1942, Larry Flynt had a rough start to life.

idea, copying his success, he decided that he needed to stay one

His early years were marred with physical pain and his parents

step ahead. In 1968 he pushed the envelope even further and

tumultuous marriage. But in the mid 1960’s things started to turn

opened the Hustler Club, a go-go club, or strip club. Hustler was

around. He purchased his first bar in 1965 and decided to try

Flynt’s upscale club, this was his cash cow, and Flynt was going to

something new. He targeted a rowdier, more hard-drinking target

milk it for all it was worth. By 1973 Hustler was a chain of with

audience. This new “image” that he re-designed for the bar went

eight clubs and 300 employees.

along with the new bar. The Hillbilly Haven was so successful that within a year he had enough revenue to purchase a second bar.

Flush with cash and ready for a new adventure, Larry Flynt decided to do something new. Flynt went into publishing. Well he didn’t

This pattern of success was keeping Flynt in pretty good style, and

really go into it so much as he wanted to make more money for

so when he purchased his fourth bar, he tried something new; a

Hustler. Thinking that Playboy was doing well, he wanted a piece

new direction. The Whatever’s Right was meant to be more

of the action. The first attempt at publishing in 1972 was no rival

elegant and sophisticated, a true departure from his previous

to Playboy, but it was a monthly newsletter meant to promote

establishments. The Whatever’s Right included dancing hostess’.

the Hustler Clubs. The four page publication was for members only,

This proved to be another jackpot idea, and revenues went through

and included short stories and featured articles about the Hustler

the roof. Soon others started copying his successful business model.

Club dancers. The readers loved it and were asking for more.

Larry Flynt has always been the kind of man that speaks his mind and does what he wants. When he decides to do something, he

The newsletter grew bigger, a larger format and he started calling it Hustler. By 1973 is was a 32 page large format magazine.

doesn’t do it by half measures, he goes all the way, and

He met Ron Fenton in 1973 and merged Hustler with his existing

commits. So when he saw that others were making money on his

publication, Gallery. But after three issues the distribution company

HISTORY

The Hillbilly Haven, in Dayton, Ohio,

Flynt has always courted danger, and

Hustlers new editorial style was

was Flynt’s first bar. Within months of

in 1976 he faced his first lawsuit, and

crude, explicit and single minded in

making the purchase he was doing so

Hustler became more political. In

its talk of sex.

well that we was planning on

1988 he stepped into politics in a big

purchasing a second bar. Making

way, by offering $1MM for proof of

Flynt a master at meeting peoples

any Republican sex scandal during

basic and most base neeeds.

the Clinton hearing.

shut down production. With this new development Flynt decided to

offended everyone. The first lawsuit was in Ohio, in 1976 saw Flynt

go on his own and finance his own national men’s magazine. The

facing charges of pandering, obscenity and organized crime. This

first issue wasn’t well received. And Flynt had a choice to make

was the first of many cases, and Flynt was convicted on all three

about the direction of his new venture.

count, and sales of Hustler went through the roof. What had been

Crude, explicit and showing full female genitalia, Hustler was going in a new direction, and it suited Flynt just fine. The women would be real, not airbrushed. Pictures from readers showing off their “stuff” was part of the new editorial direction. The new content was

a somewhat known men’s magazine, suddenly became an all out phenomenon, and the topic of conversation in almost every household. The publicity from this trial increased sales of his magazine to an all-time high of 2.7 million monthly copies.

more of an anything goes mentality, than about showing pretty

With the appeal of his case still pending in 1978, Flynt again faced

women. The new editorial direction was a complete departure from

obscenity charges in Georgia. It was while leaving the courtroom

anything that had been seen before. Different from anything on the

that Flynt was shot twice in the abdomen by a white supremacist,

market, Hustler was making a name for itself. This new direction

Joseph Paul Franklin , who objected to an interracial photo shoot in

was so successful that Hustlers gross revenue per issue reached

the magazine.

$500,000. So successful was this new enterprise, that Flynt decided to get out of the bar business, and focus exclusively on his new publishing enterprise.

The injuries incurred by Flynt left him with permanent spinal cord damage, and in a wheelchair. The injuries also left him in constant pain, severely affected nerves and with an addiction to painkiller.

Others began to notice this new direction of Hustler, and soon

As a result he has suffered a stroked caused by overdoses of

Hustler was heading to court. Hustler’s editorial style and direction

analgesic medication. Although recovered, he has difficulties

was a lightning rod for many in American society. His graphic and

with pronunciation as a result.

explicit imagery, the biting satire and vulgar cartoon often

Once released from the hospital, Flynt moved Hustler out of Ohio to

pitch and Flynt set out to expose the hypocrisy surrounding the

Beverly Hills, California.

conservative politicians motivation. He offered $1 million for

Never one to shy away from controversy, Flynt ran a parody of a liquor ad that featured the well-known televangelist Jerry Falwell in 1983. The fabricated piece featured a picture of Falwell and a fake interview in which he discussed having sex with his mother. Falwell sued, charging Hustler and Flynt with a $45 million dollar lawsuit and claiming libel and emotional distress. The case went to court in 1984, and found Flynt only guilty of emotional distress. The case was appealed and eventually was petitioned to the U.S. Supreme Court, who granted a review. The U.S. Supreme Court found in favor of Flynt and reversed the earlier decision. The case against Jerry Falwell is said to have done more to ensure the preservation of the rights to free speech . Flynt’s name, long associated with pornography, was now becoming synonymous with freedom of speech.

evidence of any Republican politicians sexual scandals, and wrote about it in the Flynt Report. As a result of his offer, incoming Speaker of the House Bob Livingston resigned after being exposed for having an ongoing affair with a judge in Louisiana, a Capital Hill lobbyist, and an office staffer. Many have credited Flynt as having saved President Clinton, and changing the tenor of the trial in the Senate, or worse only exposing one political party, but for Flynt it’s about exposing the hypocrisy when they are “living a life privately different than she is advocating publicly. I think when politicians do that you have to go after them.” We know what it’s like to have to defend our rights and we want to make sure that you keep yours. Our past has made us stronger, and paved our path to others. We are like crusaders, we are fighting to keep the freedoms that are guaranteed to by the government. And if it means we rile a few people, that’s just a bonus.

In 1988 Flynt became a embroiled in politics. The impeachment proceeding against then President Clinton were reaching a fever

AND MADE US CRUSADERS OF FREEDOM

HISTORY

“IF I HAVE ANY LEGACY AT ALL TO LEAVE, I WOULD LIKE IT TO BE THAT I FOUGHT TO EXPAND THE PERIMETER OF FREE SPEECH. AND I CAN’T THINK OF ANY NOBLER GOAL THAN THAT.” — LARRY FLYNT Founder of HUSTLER. Has never shied away from his roots as a pornographer, and his right to be one.

WHISKY, TITS & FREEDOM

1976 charged with obscenity and pandering in Ohio. The first of many legal battles.

1968 opens the first Hustler Club that includes nude dancers 1942 Larry Flynt born in Lakeville Kentucky

19 4 0

196 0

1970

1965 buys his first bar in Dayton OH, renames it the Hillbilly Haven

1978 brought up on charges of obscenity in Georgia. Is shot as he exits the courtroom. Survives but is left him with permanent spinal cord damage, and in a wheelchair. Relocates Hustler to Beverly Hills, CA.

1974 after starting a newsletter in 1972 to promote the clubs, he relaunches it as a mass distribution magazine with sexually explicit content. Hustler is born.

HISTORY

1998 daughter Theresa joins the company to expand the Hustler brand.

1983 sued by the Rev. Jerry Fallwell for libel. Case will later be reviewed by Supreme Court, and held up as one of the great cases on freedom of speech.

198 0

20 0 0

2024 Theresa Flynt takes over HUSTLER, and a new era begins.

1988 becomes even more politically active by offering $1MM to anyone that can offer proof of adultery by those trying to impeach Pres. Clinton.

FREE路DOM N. FREE路DOM 1. THE POWER OR RIGHT TO ACT, SPEAK, OR THINK AS ONE WANTS WITHOUT HINDRANCE OR RESTRAINT.

... TO THE FUTURE

brilliant

NATIONAL GEOGRAPHIC

ARCHITECTURAL DIGEST

PORSCHE PEOPLE

HUSTLER

PLAYBOY US

PENTHOUSE

GOOD VIBRATIONS

MARTHA STEWART LIVING REAL SIMPLE

SCIENTOLOGY

working class

WAL-MART

WEIGHT WATCHERS

HUSTLER

NATIONAL ENQUIRER

moron

white collar

HISTORY

IN THE PAST HUSTLER WAS EXCLUSIVELY PORN. IT WAS A MAGAZINE WHOSE MAIN MESSAGE WAS TO SHOW TITS, ASS AND VAGINA S. IT WA S A MESSAGE OF SE X . AND THAT SUITED US JUST FINE.

In the past Hustler was meant as a money machine. The more magazines we sold, the more money we would make. Huslter was low brow, crude, explicit and basic. Our audience wasn’t sophisticated, WAL-MART has built it’s entire reputation on being a low price leader. Their audience is low in pretty much every way imaginable. Slowly it has changing it’s audience with the change in the economy, but still it’s for poor white trash!

PORSCHE is the ultimate in lifestyle. It represents achievement, arrival, class and it can be in every part of your life, from the car you drive, to the glasses you wear. Porsche it more than a car, it’s a statement.

WEIGHT WATCHERS losing weight has evolved to be integrated into every part of your day. With apps, meetings, on-line communities, and prepared food. WW attracts everyone.

SCIENTOLOGY think what you will of these crazy people, but they have a tight (space) ship. They get people through their church, but then they have to stay involved and use everything that Scientology has already branded. And at the end of the day, they own you, because they know your secrets!

our product was cheap.

THE NEW HUSTLER LOOKS TO THE PAST OF WHO WE WERE TO FOCUS OURSELVES FOR THE NEW FUTURE. PORN IS THE PAST, FREEDOM IS FOREVER.

And our goal, our purpose it so make sure that Freedom is preserved and protected. We don’t always understand what our role is in protecting our freedom until it is challenged. HUSTLER is here to protect our freedom, to bring awareness to the injustices, and to make sure that our rights as Americans aren’t trampled or by others, even if that other is our own government.

HERITAGE FOUNDATION these fuckers have nothing to recommend them. But they are well organized and well funded, allowing them to do their best to rip this country apart.

ACLU committed to protecting the rights guaranteed to us by the Constitution. They work tirelessly to do that, but they are strapped for cash, and struggle to help all Americans.

PENTHOUSE has always been nothing more that Playboy’s ugly step-sister. Never really knowing what it wanted to do, no clear focus and never really achieving anything. They don’t even show pussy.

HISTORY

... AND BEYOND

doing well

HUSTLER PLAYBOY

HERITAGE FOUNDATION

SCIENTOLOGY PENTHOUSE HUSTLER

apolitical

political

NATIONAL ENQUIRER

ACLU

SOUTHERN POVERTY LAW CENTER

poor

WHO WE WERE

TRAILERS, MUTTS AND BROKEN FURNITURE. WE DIDN’T START OUT PRETTY, BUT THAT DIDN’T MAKE US STUPID. The images below are a reflection of who we were. We were hillbillies, poor and beaten up. We were working class. We were scraping by, just trying to make it. We were under educated and didn’t get out of our neck of the woods much. We liked things simple, but we liked them rough. We didn’t mince word and said it like it was. But then we faced a challenge. We were told that what we were doing wasn’t right. We were told we were offensive. And we were told we couldn’t do it. We might not have fancy degrees, but we knew our rights.

WHO WE ARE

BREEDING, POLISH AND HIGH CLASS STYLE. WE MOVED UP AND MOVED FORWARD. BUT WE’RE NOT DOUCHE BAGS EITHER. Today HUSTLER is moving up. Our past made us strong, and gave us roots. We’ve become gladiators for freedom, because we’ve experienced what can happen it’s challenged and attempts are made to limit it. We have the experience to fight. We have the funds to mount the long war, but above all we have the passion to be committed to this struggle. We protect your rights, because we know what it’s like when they are challenged. We know a good show goes a long way to making a difference.

HISTORY

FREEDOM IS SOMETHING FAR GREATER AND FAR MORE IMPORTANT THAN THE RIGHT TO PUBLISH PORN.

HY·POC·RI·SY (HI'PÄKRISĒ)

N. HY·POC·RI·SY, HY·POC·RI·SIES 1. THE PRACTICE OF CLAIMING TO HAVE MORAL STANDARDS OR BELIEFS TO WHICH ONE'S OWN BEHAVIOR DOES NOT CONFORM; PRETENSE.

VISUAL IDENTITY

THE VISUAL IDENTITY IS THE OUTWARD EXPRESSION OF HUSTLER. OUR BRAND IS OUR MOST VALUABLE ASSETS. IT UNIQUELY AND DISTINCTIVELY SETS US APART FROM OTHER GROUPS, ORGANIZ ATION AND ENTITIES. THE LOGO IS THE PRIMARY ELEMENT OF THAT IDENTIT Y. H OW E V ER , OT H ER CO M P O N EN T PA R T S P L AY A N IMPORTANT ROLE IN ES TABLISHING THE HUS TLER VISUAL ST YLE. OUR BEHAVIOR, OUR PRODUCTS, OUR COMMUNICATIONS, E XPRESS OUR BR AND. TO BE OUR ADVOC ATE AND AMBASSADOR YOU HAVE TO USE IT CONSISTENTLY. IN OTHERS WORDS, DON’T DICK AROUND WITH IT.

FREEDOM FEELS GOOD! BUT FREEDOM IS THREATENED EVERYDAY, AND YOU HAVE TO DECIDE WHICH SIDE YOU’RE GOING TO BE ON. ARE YOU A PUSSY, OR A WARRIOR?

HUSTLER is a new beginning. And part of that involves showing the world a new face. An outward representation that reaches to the past, without being trapped there. An outward appearance that looks to the future. An outward appearance that is strong, brash and irreverent. This is the new HUSTLER. The X mark is a reference to how others tried to censor who we were, what we were trying to say, and what we were doing. We don’t cower to assholes who try an push us down, instead we turn the table and own that sybolism. The attempts at censoring us only made us more focused, and we took the metaphor and symbols of redaction, the X marks and scratched out marks and made them our own. We don’t fear redaction because we own it to make sure it doesn’t happen. Just like the gay pride movement turned the upside down pink triangle and made it a symbol of hope and unity, instead of an identifier of shame as the Nazi’s had intended, we too are owning the redaction and making it a bold mark for freedom.

VISUAL IDENTIT Y

46 THE MARK

LOGO HUSTLERS started as a porn magazine. We aren’t embarrassed by that. In fact we celebrate it. Our logo mark takes into account our history as pornographers and our pursuit of expression and freedom. The use of the X goes back to the times when porn was called X-Rated. But it also ties into the times when people would try and silence our views and expression by crossing out the images they found offensive. The X mark isn’t pretty or refined, and that’s because HUSTLER has always been about showing what is real and not airbrushing or disguising it as something it’s not. We don’t believe in that, and our mark sends that message to the world.

CLEAR SPACE The logo must be reproduced with a clear area around it which is free from other graphic elements. This area, or clear space, is known as the “don’t fuck with me” zone, and is equal to two “H” widths. This space ensures that headlines, text or other visual elements do not encroach on the logo. This logo has been designed to reproduce at a minimum size of .35in tall.

“don’t fuck with me” area is there for a reason, respect it.

VISUAL IDENTIT Y

ICON 2.5 in LOGO

WORD MARK

.35in tall is the minimum height

48 THE COLORS

COLOR IS POWERFUL. IT CREATES SENSATION, IT FOSTERS EMOTION. WE USE COLOR TO TELL A STORY, AND TO COMPEL ACTION. COLORS Hustler uses distinctive and unique colors to represent the brand. They are part of our past and will take us into the future. You can not use tints of these colors, only the colors specified. But we also respect the need to make materials unique and to stand out. Besides the four approved colors you can also utilize colors from the image being used. When placed over a photograph or illustration the color of the logo may be taken from the image. The color take from the image should be the brightest and most eye catching color in the image. In that case the HUSTLER name signature will always be in UNAPOLOGETIC BLACK. Alternately, the UNAPOLOGETIC BLACK or EXPRESSION WHITE logo can be used instead. If the photograph or illustration being used is black and white, then the first choice for logo color should be JUDICIAL GOLD. Alternately the logo may be UNAPOLOGETIC BLACK / or EXPRESSION WHITE, so long as there is enough contrast to clearly show the logo.

c: 5 m: 20 y: 80 k: 20 r: 200 g: 170 b: 70 hex: c8aa46 pantone: 7406

UNAPOLOGETIC BLACK c: 0 m: 0 y: 0 k: 100 r: 0 g: 0 b: 0 hex: 000000 pantone: black

OBSCENE GREY c: 0 m: 0 y: 0 k: 60 r: 130 g: 130 b: 130 hex: 838282 pantone: cool grey 7c

EXPRESSION WHITE c: 0 m: 0 y: 0 k: 0 r: 255 g: 255 b: 255 hex: ffffff pantone: 1c

VISUAL IDENTIT Y

JUDICIAL GOLD

50 HOW TO USE

LOGO USE IN COLORS We’ve spent a lot of time, energy and consideration in creating our logo. It represent who we are and what we do. It’s a symbol of what we fight for. It speaks about our future and respects our past. Don’t be and asshole and use it incorrectly.

MISUSE OF LOGO sanctioned color. It’s crap that way. DON’T stretch, shear, bend, italicize or otherwise distort the logo. It looks shitty. DON’T use the X on its own. DON’T rotate it. DON’T use it at an agle. Did we mention it looks shitty? DON’T gradient fill the logo mark. DON’T make the name mark lowercase. DON’T position the name flush left. It will make you look like an douche who doesn’t know what he’s doing.

hustler

VISUAL IDENTIT Y

DON’T use a pattern fill, and color the name mark in a non

52 GRAPHIC ELEMENTS

GRAPHIC ELEMENTS SHOW RELATIONSHIPS, HIERARCHY, AND DRAW YOUR ATTENTION.

ADDITIONAL MARKS Graphic elements are an important element in our communication. The following are six elements that can be utilize in over an image. The color of the graphic elements should match the color of the logo. It is important to be consistent. Only assholes wouldnâ&#x20AC;&#x2122;t be.

JERRY

FLYNT

FENTON

HAVEN

DAYTON

CIRCUIT

53 IMAGE ST YLE

PICTURE materials are an and important part of continuing our message. We have three different photographic style that can be used.

1. THE GOLD TREATMENT 2. BLACK AND WHITE 3. VINTAGE The treatment utilized will depend onthe media being used. The editorial style of the images can range from symbolic to ironic. What we want is to make impactful and memorable messages, and image plays a strong part of that. Graphic elements should be included to further enhance the message.

THE GOLD TREATMENT

BLACK AND WHITE

VINTAGE

VISUAL IDENTIT Y

People respond to visual cues and the images we present in our

TRUTH (TRōōTH)

N. TRUTH 1. THE QUALITY OR STATE OF BEING TRUTH 2. THAT WHICH IS TRUE OR IN ACCORDANCE WITH FACT OR REALITY 3. A FACT OR BELIEF THAT IS ACCEPTED AS TRUE

58 T YPOGRAPHY

BRAND TYPEFACE ITC LUBALIN GRAPH ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234 5 6789 0 ! @ # $ % ^ & * ( ) < >, .”:;{ } [ ]| ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 ! @ # $ % ^ &*( ) < >, .” : ;{ } [ ]|

AT HUSTLER WE MAKE A STATEMENT

WHY? our first club. It was also the year that ITC Lubalin Graph was released by Linotype. ITC Lubalin Graph® was designed by Herb Lubalin and drawn by Tony DiSpigna and Joe Sundwall in 1974. They based the geometric skeletons of this new typeface on Lubalin’s earlier ITC Avant Garde, but modified the shapes to add big square (or rectangular) serifs. ITC Lubalin Graph has a strong and open look with its solid serifs, open counters, and tall x-height. It is a solid and modern typeface that conveys practicality. It makes a statement without being cute. It is very HUSTLER.

WHEN TO USE ITC Lubalin Graph should only be used in ALL CAPS and for headlines in posters and in reading material. It’s not meant for any other purpose, so don’t use it to make cute captions, or to send a fax. In printed material, like brochures, it should never be less than 70 pt type. It is preferred that you always use the BOLD typeface, but if the nature of the material makes the use of the Regular or Book face necessary then go ahead and use that as an alternative. DO NOT MIX THE TWO.

HOW TO USE When creating headlines, the text should be staggered to make the most impact. If there are special features about the media being used, such as a person or other striking element, work the headline around it.

VISUAL IDENTIT Y

1974 was a big year for HUSTLER, it was the year we opened

60 T YPOGRAPHY

BRAND TYPEFACE FRUTIGER NEXT PRO ULTRALIGHT CONDENSED

FRUTIGER NEXT PRO ULTRALIGHT ITALICS

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

01234567890

0123 456 78 9 0

!@ #$% ^&*( ) < >,.”:;{ } [ ]|

! @ #$% ^ &* ( ) < > ,.”:;{ } [ ] |

FRUTIGER NEXT PRO LIGHT CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !@#$%^&*( )<>,.”:;{ }[]| FRUTIGER NEXT PRO CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !@#$%^&*( )<>,.”:;{ }[]| FRUTIGER NEXT PRO MEDIUM CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 !@#$%^&*( )<>,.”:;{}[]| FRUTIGER NEXT PRO BOLD CONDENSED

FRUTIGER NEXT PRO BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

01234567890

!@#$%^&*()<>,.”:;{}[]|

!@#$%^&*( )<>,.”:;{ }[ ]|

FRUTIGER NEXT PRO HEAVY CONDENSED

FRUTIGER NEXT PRO HEAVY

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

01234567890

!@#$%^&*()<>,.”:;{}[]|

!@#$%^&*( )<>,.”:;{}[]|

THIS IS THE PARAGRAPH HEADER Body copy is meant to give detailed information about what our message is and what we are really trying to say. This is where we tell people about how we can protect their freedom. This is where we let people know they aren’t helpless in having a voice in their government. The message the HUSTLER sends is important. The constitution grants us certain rights and protections, but it also means that people bear the responsibility to keep their government honest .

WHY? pivotal year for us. And while it was important, what we continued to do from that day forward is the real legacy and value of HUSTLER; the protection of freedom. Adrien Frutiger designed the Frutiger typeface in 1976. The Frutiger™ family is neither strictly geometric nor humanistic in construction; its forms are designed so that each individual character is quickly and easily recognized. But Frutiger NEXT Pro is the evolution of the typeface. This new interpretation of the typeface, like the new HUSTLER, looks to improve on what it started, without forgetting it’s roots. And if you don’t like it, well that’s just tough shit.

WHEN TO USE Frutiger NEXT Pro has many weights. It has a normal and condensed version. The variety of this typeface gives us many options for expression. This is not a display font, it should be used for legibility and body copy. Use the different weight to create a synergistic and dynamic display that aides in legibility and in helping us get our message across in an effective manner.

HOW TO USE Body copy in literature should always be in the condensed weights. The copy in posters and other oversized print material should utilized the Medium, Bold, and Heavy Condesed weights. Headers in body copy should use the non-Condensed versions of Frutiger NEXT Pro in either the Bold or Heavy weights only. They are also only in All Caps. Call outs and other messaging tactics should utilize the Frutiger NEXT Pro Ultralight Italics. This is the only use for this particular weight, and should be used either black or grey text.

VISUAL IDENTIT Y

HUSTLER Magazine was first sued for obscenity in 1976, that was a

62 T YPOGRAPHY

BRAND TYPEFACE SACKERS GOTHIC STD LIGHT ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuv wxyz 0123 45 678 9 0 ! @ # $ % ^&* ( ) <>, .” : ; { } [ ] | SACKERS GOTHIC STD MEDIUM ABCDEFGHIJKLMNOPQRSTUV WX Y Z abcdefghijklmnopqrstuv wxyz 0123 45 678 9 0 ! @ # $ %^& * ( )<>, .” : ; { } [ ] | SACKERS GOTHIC STD HEAVY ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuv wxyz 0123 45 6789 0 ! @ # $ %^& * ( ) <>, .”: ; { } [ ] |

“ GIVE ME LIBERTY OR GIVE ME DEATH” ...OR SOME SHIT LIKE THAT.

WHY? remember our past. Enshrined forever in stone, unmovable and a testament to how things, can be, should be, and were. That doesn’t always mean that’s the way it was. SACKERS Gothic is a modern typeface, that takes it’s inpiration from the engravings of monuments. The Sackers Gothic design is based on one of the foundations of written, Western text - Roman square capitals. Used primarily for public communications and display, square capitals are found on countless historic architectural sites, including the Pantheon and Trajan’s Column. It is a modern, sophisticated typeface that is legible, strong and versatile. It helps to dictate a clear message, just like us.

WHEN TO USE SACKERS should only be used in small print communication, not on posters, billboards or other large media. SACKERS Gothic is only used for quotes and as section titles.

HOW TO USE When using quotes use at least two different weights of SACKERS Gothic to create visual interest and hierarchy. Also mix color to further enhance the dynamic nature of the quote.

VISUAL IDENTIT Y

Monuments are the historical receptors of the way we want to

64 LOGO PL ACEMENT

THE ORDER AND PLACEMENT OF OUR LOGO AND OTHER ELEMENTS CREATES A VISUAL STYLE ALL OUR OWN! DON’T FUCK WITH IT! Our logo is special and unique, and we want to make sure that it is maximized in its exposure and visibility. As such, it has a distinctive position in the center right of the image for landscape orientations, and the center bottom for portrait. This position is unique to us, and makes us instantly recognizable. We like that.

IT’S ONLY A RIGHT IF YOU USE IT

T When placing the logo on the poster, you have to leave an area equal to half the size of the logo [1/2T]. The height of the logo should be at minimum equal to the distance from the baseline to baseline of a title [R].

1/2T

VISUAL IDENTIT Y

THEY’RE ONLY SPYING ON THE BAD GUYS

R= T 1/2T

When working with portrait layout advertising R=T

66 LOGO PL ACEMENT IN ADVERTISING

Below are the dimensions of some of the most common formats that we use. All measurements are in inches. The logo position is right center or center right, depending on the direction of the art.

LETTER [8.5X11]

LEGAL [8.5X14]

Alternate position

TABLOID [11X17]

LEDGER [17X11]

Alternate position

BROADSHEET [18X24]

Alternate position

67 SAMPLE ADVERTISING

VISUAL IDENTIT Y

BROADSHEET SAMPLE ADVERTISING

HE JUST LOOKS LIKE TROUBLE NYC’S STOP & FRISK MEANS THAT YOU JUST HAVE TO APPEAR TO BE A THREAT TO BE DETAINED.

FIND OUT MORE @ UNAPOLOGETICFREEDOM.COM

68 TONE OF VOICE

WEâ&#x20AC;&#x2122;VE MADE A NAME FOR OURSELVES BY BEING UPFRONT, REAL, AND NOT HIDING ANYTHING. Our tone of voice needs to reflect these very same qualities and be bold, surprising and challenging. HUSTLER is innovative, independent and irreverent. Sound bites work well on posters and in advertising. It keeps the communication clear and simple. Our tone of voice is:

FORCEFUL UNAPOLOGETIC CANDID KNOWLEDGEABLE

VISUAL IDENTIT Y

“ AS LONG AS OUR ADMINISTERED FOR THE GOOD OF THE

VISUAL IDENTIT Y

GOVERNMENT IS

PEOPLE, AND IS REGULATED BY THEIR WILL; AS LONG AS IT SECURES TO US THE RIGHTS OF PERSONS AND OF PROPERTY, LIBERTY OF CONSCIENCE AND OF THE PRESS, IT WILL BE WORTH DEFENDING.”

— ANDREW JACKSON Seventh President of the United States. He fought politically against what he denounced as a closed, undemocratic aristocracy, and declared that states do not have the right to nullify federal laws.

VISUAL IDENTIT Y

FIRST THEY CAME FOR THE COMMUNISTS, AND I DIDN’T SPEAK OUT BECAUSE I WASN’T A COMMUNIST. THEN THEY CAME FOR THE SOCIALISTS, AND I DIDN’T SPEAK OUT BECAUSE I WASN’T A SOCIALIST.

VISUAL IDENTIT Y

THEN THEY CAME FOR THE TRADE UNIONISTS,

AND I DIDN’T SPEAK OUT BECAUSE I WASNT A TRADE UNIONIST. THEN THEY CAME FOR ME, AND THERE WAS NO ONE LEFT TO SPEAK FOR ME. — PASTOR MARTIN NIEMÖLLER A German anti-Nazi theologian and Lutheran pastor.

OUR BOOTS ON THE GROUND

VISUAL IDENTIT Y

PEOPLE MAKE THE DIFFERENCE. WE’D BE NOWHERE WITHOUT THEM. THEY ARE COMMITTED. THEY KNOW THAT STAYING SILENT ISN’T ALWAYS SAFE, BUT TYRANNY IS THE OTHER SIDE OF THE COIN. INFORMATION, AND THE DISTRIBUTION OF IT IS THE LIFEBLOOD OF OUR ORGANIZATION. IF YOU DON’T BELIEVE IN WHAT WE DO, THEN GET THE HELL OUT OF THE WAY.

“FREEDOM IS NEVER MORE THAN ONE GENERATION AWAY FROM EXTINCTION. WE DIDN’T PASS IT

VISUAL IDENTIT Y

TO OUR CHILDREN IN THE BLOODSTREAM. IT MUST BE FOUGHT FOR, PROTECTED, AND HANDED ON FOR THEM TO DO THE SAME.” — RONALD REGAN 40th president of the USA. During his presidency the arts where constantly under attack for indecency and use of graphic content.

INFORMATION SPREADER JOYCE A retired school teacher with a passion for travel and reading, Joyce wants her grandchildren to feel like the world is still a good place. Where they can still look around and see the guys in white hats. She wants to remind them that all these things are possible because people believe strongly in making them happen.

CORRUPTION FIGHTER TERRENCE A senior level manager at a global bank, Jared is frustrated with the system. Broken promises and corrupted outcomes have made him realize the importance that open communication has on our system. Jared fights from the inside to bring to light the corruption that the system has tolerated and make people aware of how

OUR PEOPLE

important transparency is to the future .

LEGAL EAGLE TIM Making money was always the goal, but after a while it became empty when it was done for the wrong reasons. Tired of protecting the wrong people for the wrong reasons, Tim is part of the HUSTLER legal team that bring knowledge about the system, how to fight both inside and outside of it.

CULTURAL EMBASSADOR ALI A practicing Muslim, Ali has seen the challenges that come with being different. Religion is a freedom and protection that is afforded to everyone in this country and she wants you to know how to preserve your rights to that inalienable right.

FREEDOM FIGHTER AMANDA A prolific writer, Amanda doesnâ&#x20AC;&#x2122;t want to have to censor her thoughts or word to make others feel better. She can write an op-ed piece that will make your heart sing,but her computer skills extend to helping get the message across in much more interesting ways.

OUR PEOPLE

GUERRILL A ACTIVIST TAYLOR Used to the comforts of life, Taylors eyes were opened to the appalling act of censorship when a book burning was threatened by a school board. Springing into action Taylor is part of the guerrilla activist movement that makes HUSTLER so effective. By being hidden in plain sight, he helps to spread the word, and bring awareness by making sure our message is seen...everywhere.

“IF WE DON’T FIGHT HARD ENOUGH FOR THE THINGS WE STAND FOR, AT SOME POINT WE HAVE TO RECOGNIZE THAT WE DON’T REALLY STAND FOR THEM” — PAUL WELLSTONE American academic and politician who represented Minnesota in the United States Senate from 1991 until his death in a plane crash in 2002

OUR PEOPLE

THE FUTURE OF HUSTLER

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WHEN WE FIRST STARTED WE WERE A BAR FULL OF HILLBILLIES AND REDNECKS, THEN WE WERE A PORN MAGAZINE. EVOLUTION IS PART OF OUR DNA AND FOR THE NEW HUSTLER THIS IS STILL TRUE. WE ARE NOW FOCUSED ON DEFENDING OUR FREEDOMS, AND AS SUCH WE HAVE A LOT COGS AND WHEELS THAT CAN HELP US GET THAT SHIT DONE!

“THE MOST POTENT WEAPON IN THE HANDS OF THE OPPRESSOR IS THE MIND OF THE OPPRESSED.”

— STEVEN BIKO Anti-apartheid activist in South Africa, who died in police custody in 1977, and became a martyr for the freedom of South African blacks.

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92 BRAND E XTENSIONS

INFORMATION, AND THE ACCESS TO IT, IS AT THE ROOT OF FREEDOM. WITHOUT IT WE LOSE EVERYTHING WE VALUE. IT IS OUR JOB TO PROTECT IT FROM THE FUCKERS THAT WANT TO TAKE IT AWAY!

SPEECH

RELIGION

FREEDOM

PRESS

ASSEMBLY

HUSTLER INFORM Information is the lifeblood of freedom. News and awareness are the bloodcells that pump through it carrying the message. At HUSTLER we provide the mechanisms to get the information out there. Our news channel, our magazine and our person on the ground reports help us get the word out.

HUSTLER TEACH Learning is a life long process. And school sometimes doesnâ&#x20AC;&#x2122;t teach you shit! At HUSTLER we understand that the game is played by different rules, and learning comes from those that

OTHER VENTURES

are doing. Our way of teaching is hands on and dirty.

HUSTLER FIGHT The right to assemble is essential to our core values. Sometimes you have to take a strong stand to make your point. There comes a time when youâ&#x20AC;&#x2122;ve got to shit or get off the pot!

HUSTLER DEFEND We learned early on that the best defense is a great lawyer, and we got lots of them. At HUSTLER we train lawyers and have them available to help us out of the crap that freedom can sometimes get us into. We defend freedom, and we defend you!

IN·FORM (N-FÔRM)

V. IN·FORMED, IN·FORM·ING, IN·FORMS 1. TO IMPART INFORMATION TO; MAKE AWARE OF SOMETHING.

Information is the lifeblood of freedom. Once the access to it is denied, or the information isn’t truthful and honest then we might as well kiss it all goodbye. HUSTLER INFORM is our news and information center, dedicated to bringing you the stuff that all the others are hiding from you. Can you imagine a world where Watergate was never reported? Where crucial information about what your government was doing to and for you was kept from you, all in the name of your safety? Well we don’t believe that all information will give you happy ending and rainbows and unicorns, but at the end of the day the only way you can make an informed decision is if you know what that information is. We offer a news channel that can be streamed live on your computer or mobile devices. We don’t trust that the FCC and cable distributors have any interest in the truth, and so we are available on-line, all the time. Our team of dedicated reporters ask the tough questions to get to the truth. Our service mix offers:

1. 24 HOUR ON-LINE NEWS SERVICE 2. ON-LINE MAGAZINE 3. ON-LINE SPECIAL PROGRAMMING

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TECHNOLOGY CHAMPIONS Our team of dedicated bloggers and journalist are always working to proved you with information. They are among us. Working tirelessly to find the truth and get it to us in whatever manner makes sense. They tweet, they blog, they expose. They rpvide the content that fuels our on-line presence. They are the oxygen in our blood of information. Without them none of our information challes would succeed. They are the true warriors of freedom and information.

THE TRUTH ISN’T ABOUT HAPPY ENDINGS. IT’S ABOUT MAKING DECISIONS WITH AWARENESS AND HONEST INFORMATION. BECAUSE WHEN YOU AREN’T INFORMED YOU BECOME A HOSTAGE OF PREJUDICE. AND THAT WOULD SUCK.

REPORTING IN THE TRENCHES Traditional reporting hasn’t gone out the window. We’ve just gotten used to being given half truths and fed information that suits the ones with the most money to buy it. Well we don’t think the truth should be for sale, and our investigative reporters go out and find the real truth. And then they do something really audacious with it, they give it you. Whether it’s part of our newscast, or one of our special reports, we rely on the dedication and commitment to truth and freedom that our team of real journalist provide.

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A DEDICATED NEWS CHANNEL THAT IS AVAILABLE ON-LINE TO GIVE YOU THE TRUTH. NO CENSORS TO BLOCK US OUT, NO MONEY TO TAKE US DOWN. NO BULLSHIT, JUST HONESTY.

A TRUSTED SOURCE Finding out the truth isnâ&#x20AC;&#x2122;t always an instantaneous development. Searching and verifying information can take time. But when we have it and we want to share it we have the means of getting it to you. Our dedicated news channel provides your with a real and honest look at what is happening in our world and with our government. Our news team gives you outstanding reporting with real information. Our special reports give you an in depth analysis and understanding of the situation. Above all we want you to be informed about the world you live in.

“ NUMEROUS POLITICIANS HAVE SEIZED ABSOLUTE POWER AND MUZZLED THE PRESS. NEVER IN HISTORY HAS THE PRESS SEIZED ABSOLUTE POWER AND MUZZLED THE POLITICIANS.” — DAVID BRINKLEY Was an American newscaster and who often reported on politics in America.

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TEACH V. TEACH·ING, TEACH·ES 1. TO IMPART KNOWLEDGE OR SKILL. 2. TO PROVIDE KNOWLEDGE OF. 3. TO CAUSE TO LEARN BY EXAMPLE OR EXPERIENCE. 4. TO ADVOCATE OR PREACH. The passing on of information is a noble and time honored tradition. Teaching about the constitution, government and the rights of the people, is the best way forward. HUSTLER TEACH is our unique forum for learning. Everyday we have challenges about what the government is doing and how we can keep them honest. It all takes place in our HUSTLER CENTERS. Can you imagine a world where people where unaware of what their rights were? Of what their government was doing in their name. Of what their elected officials weren’t telling them. We offer a classes, seminars and workshops to help you learn and be a bad mother fucker, who knows how to take care of business.

1. GOVERNMENT SEMINARS 2. CONSTITUTIONAL WORKSHOPS 3. PROTEST WORKSHOPS 4. RELIGIOUS RIGHTS WORKSHOPS 5. UNDERSTANDING THE LAW SEMINARS

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CENTERS OF CHANGE Education needs a forum. Our Centers are the place where that happens. As a meeting groudn for change. The HUSTLER CENTER (THE CENTER) provides the perfect meeting place and educational center to learn and transform the world. At THE CENTER, our blogging community has a place to work. Our legal team has a location to educate. And our tireless freedom fighters have a place to reach the masses. Itâ&#x20AC;&#x2122;s fucking cool!

HUSTLER CENTERS ARE THE HUB THAT HELP US HELP YOU. CRE ATED AS A CENTRAL MEETING PL ACE TO SPRE AD THE WORD AND HELP US WORK BETTER. OUR CENTERS ARE LIKE A BIG MIDDLE FINGER TO THE ESTABLISHMENT.

WORKSHOPS FOR LIBERTY Our workshops provide a needed and necessary service in the community. Our educators are a mix of dedicated, teachers, attorneys, law enforcement and concerned citizens that want to make sure our freedom and liberties are preserved and protected. The workshops and seminars cover such topics as basic consitutional knowledge, to understnading your rights when arrested.

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OTHER VENTURES

EDUCATION AND THE CONTINUOUS LEARNING OF WHAT IS AROUND US IS AN ESSENTIAL FACTOR IN KEEPING OUR LIBERTY AND FREEDOM PROSPEROUS.

TACTICAL ADVICE Workshops at THE CENTER are as much a practical situation as a tactical one. Thinking and strategizing is as important as knowing what comes next. Learning about the Consititution is essential, and knowing your rights under the law is crucial for when you get arrested for protesting. Knowing how to stage an effective protest is part of what you can learn at THE CENTER.

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“LIBERTY CANNOT BE PRESERVED WITHOUT GENERAL KNOWLEDGE AMONG THE PEOPLE.”

— JOHN ADAMS Was the second president of the United States having earlier served as the first vice president of the United States. He was a political theorist who promoted republicanism and a strong central government.

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DE·FEND (DI'FEND)

V. DE·FFEND, DE·FEND·ING, DE·FENDS 1. RESIST AN ATTACK MADE ON (SOMEONE OR SOMETHING); PROTECT FROM HARM OR DANGER. 2. SPEAK OR WRITE IN FAVOR OF (AN ACTION OR PERSON); ATTEMPT TO JUSTIFY. 3. CONDUCT THE CASE FOR (THE PARTY BEING ACCUSED OR SUED) IN A LAWSUIT.

We fucking love this country and everything that it represents. That’s why we are so passionate about the keeping the politicians honest, and defending what guaranteed to us by the Constitution We’re here to be guardians of liberty, working daily in courts, legislatures and communities to defend and preserve the individual rights and liberties that the Constitution and laws of the United States guarantee everyone in this country We know the legal system is scary as shit! We’ve had our own run ins with the legal system, and we were lucky to have a good legal team and the resources to stand up to the injustice. At HUSTLER DEFEND centers are here to provide:

1. LEGAL SERVICES 2. CONGRESSIONAL LOBBYIST

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TAKING A STAND There comes a time when you have to take a stand. Protesting and making news is an effective tool that is vocal and visual. Our legal team can help with the planning of what will go down when you get arrested, and to let you know about your legal rights, before anything happens. And when you do go to the pokey, we will be there to get your bail and get you out.

THERE ARE TWO SIDES TO PRETTY MUCH EVERYTHING, AND WE INTEND TO MAKE SURE THAT OUR SIDE IS BETTER. BETTER EDUCATED, BETTER FUNDED AND BETTER DEFENDED.

PLAYING THE SYSTEM TO WIN Sometimes you got to play the system with the rules as they are. We know that lobbyist arenâ&#x20AC;&#x2122;t known for helping the people, but our lobbying arm is different. Better funded to help us get the kind of change that can happen withing the legislative chambers to get laws that make sense. Our lobbyist kick ass.

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OTHER VENTURES

IN 1976, THE LAW CHANGED WHO WE WERE. NOW ITâ&#x20AC;&#x2122;S OUR TURN TO RETURN THE FAVOR.

BANGING FOR JUSTICE Our legal team is made up of some of the brightest and best out there. They are brilliant and well connected, and we use that to our advantage when we have to prepare for the battlefield that is the courtroom. Knowledge can be powerful, but legal excellence is priceless.

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FREEDOM OF RELIGION MEANS ALL RELIGIONS

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FIGHT V. FIGHT, FIGHTS, FOUGHT 1. CAMPAIGN DETERMINEDLY FOR OR AGAINST SOMETHING, ESPECIALLY TO PUT RIGHT WHAT ONE CONSIDERS UNFAIR OR UNJUST. 2. MOVE FORWARD WITH DIFFICULTY, ESPECIALLY BY PUSHING THROUGH A CROWD OR OVERCOMING PHYSICAL OBSTACLES 3. COMMAND, MANAGE, OR MANEUVER

Sometimes the only way to make your point is with a lot of fucking noise! And we can help you with that. HUSTLER FIGHT is our unique store made with the needs of a freedom fighter in mind. We’ve thought of everything you might need to make an impactful message.

1. READY MADE STENCILS 2. SPRAY PAINT 3. REDACTED GRAPHICS 4. PROTEST BASICS SEMINAR

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THE COLOR OF FIGHT Getting your message out is equal portions about what you say and how you say it. Our FIGHT Store, located inside THE CENTER is your one stop shop to get all your supplies to get your message out. Our own branded paints come in convenient sizes that make it easy to carry and come in HUSTLER colors. Remember, every time you buy from FIGHT you are helping to fund the cause. Your cause!

TAKING A STAND TAKES GUTS, PREPARATION AND DESIRE. WE’VE GOT THE OTHER SHIT COVERED. SO WHAT’S STOPPING YOU FROM TAKING A STAND?

LOOKING THE PART Dressing for success is also true when you are staging your FIGHT. We offer a line of t-shirts that can give a consistent message to your cause. Pick up one of our ready made products, or work with us to kit out your team. Either way, a sea of change is taken more seriously when people see it coming.

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“TO BE PREPARED FOR WAR IS ONE OF THE MOST EFFECTIVE MEANS OF PRESERVING PEACE.” — GEORGE WASHINGTON The first President of the USA, commander-inchief of the Continental Army during the

OTHER VENTURES

American Revolutionary War.

PATTERNS THAT DON’T APOLOGIZE Graffiti and stencils have always played a part in the grass roots movements of protest and change. At FIGHT Stores, we carry ready made stencils that can help you. Whether it’s a slogan or one of our redacted marks, our stencils are powerful. They are a part of what we have prepared to get you ready to win the war of your freedom.

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“THERE MAY BE TIMES WHEN WE ARE POWERLESS TO PREVENT INJUSTICE, BUT THERE MUST NEVER BE A TIME WHEN WE FAIL TO PROTEST.”

— ELIE WIESEL Romanian-born Jewish-American professor and political activist. He won the Nobel Peace Prize in 1986, and termed the messenger of mankind for his message of peace and human dignity based on his experience in Auschwitz.

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COLOPHON

Large quotes : ITC Lubalin Chapter opening : Sackers Gothic Quotes: Sackers Gothic Quote attribution : Frutiger NEXT PRO Bold Quote attribution explinations: Frutiger Next Pro Medium Italic Body Text: Frutiger Next Pro Call outâ&#x20AC;&#x2122;s: Frutiger Next Pro Light Italic