But as she traced the broken apex, she noticed something the Council had missed. The ‘z’ was not an ending. Look at its shape. A ‘z’ is a promise of a return. Top left to bottom right. A diagonal. A lightning bolt. A zag after a zig.
For logos or headlines, a unique apex—such as one that is exaggeratedly pointed or stylishly disconnected—can become a brand's signature look. typography apex