Apple's 1997 "Think Different" ad campaign was one of the major turning points in the company's history, a message to the world that Steve Jobs and his innovative vision had returned to Apple ...

Speaking at the commencement ceremony at Duke University, Cook encouraged the students in attendance to learn from the example set by Apple founder Steve Jobs ... different, dare to think ...

It's a well-known speech, and one of Jobs' most notable public appearances ... about varying the amount of space between different letter combinations, about what makes great typography great.