"The actual word shape was the most distinctive thing because if you had Birmingham in capitals, from a distance, it's difficult to read but in caps and lower case you have word shape, " says Calvert.

BBC: The road sign as design classic

If the opposition is looking for one word to shape its role now, it would be this: Dissent.

WSJ: Henninger: Obama's Thunderdome Strategy

Jumping between Google and Microsoft word as the chapters take shape.

FORBES: The Sunday Morning Startup

The keyboard on screen shows the shape of the word.

BBC: The software is based on pattern recognition

Over the years the word had moulded itself to the shape of an African mouth.

NPR: 'Ancestor Stones:' Life and War in Sierra Leone