For Lineto (https://lineto.com) the Specimen plays out through forms and formats in order to promote the foundry’s typefaces: books, posters, envelopes, pamphlets, letter transfers, print ads, and video clips as well as inflatable structures and bootlegs of logotypes. When Reala published LL Biff in 2000, the specimen employed graffiti culture and its modes of distribution, along with a combination of two references: “Medium is the message”*, “Style is the message”**. For Lineto the citation is a form that allows them to distribute their typographic catalogue while promoting diverse cultural fields: “Ignorance of your own culture is not considered cool!”***

* — Marshall McLuhan, Understanding Media: The Extensions of Man, 1964
** — Tony Silver and Henri Chalfant, Style Wars, 1983
*** — Print ad for Lineto published in Dot Dot Dot #16, 2008 that cites The Residents, Duck Stab Poster, 1978