"Each letter should have a flirtation with the one next to it." Mac Baumwell



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I'm very much a word person, so that's why typography for me is the obvious extension. It just makes my words visible.- ERIK SPIEKERMANN

Type is saying things to us all the time. Typefaces express a mood, an atmosphere. They give words a certain coloring. RICK POYNOR

“You can do a good ad without good typography, but you can't do a great ad without good typography.”
Herb Lubalin
"People who love ideas must have a love of words. They will take a vivid interest in the clothes that words wear." - Beatrice Warde

"Perfect typography is certainly the most elusive of all arts. Sculpture in stone alone comes near it in obstinacy." Jan Tschichold, Homage to the Book, 1968


"Each letter should have a flirtation with the one next to it." Mac Baumwell

Letters are things, not pictures of things." – Eric Gill; Autobiography; 1940


“Typography is the craft of endowing human language with a durable visual form.”

― Robert Bringhurst, The Elements of Typographic Style


“Type is a beautiful group of letters, not a group of beautiful letters.”

Matthew Carter

“I do not think of type as something that should be readable. It should be beautiful.”

― Ed Benguiat


"There are now about as many different varieties of letters as there are different kinds of fools." Eric Gill
"Typography has one plain duty before it and that is to convey information in writing. No argument or consideration can absolve typography from this duty." --Emil Ruder
Type well used is invisible as type, just as the perfect talking voice is the unnoticed vehicle for the transmission of words, ideas. Beatrice Warde
Of all the achievements of the human mind, the birth of the alphabet is the most momentous.
-- Frederic Goudy

"Writing is not a series of strokes, but space, divided into characteristic shapes by strokes." Gerrit Noordzij


"The most popular typefaces are the easiest to read; their popularity has made them disappear from conscious cognition. It becomes impossible to tell if they are easy to read because they are commonly used, or if they are commonly used because they are easy to read." - Zuzana Licko
"Type production has gone mad, with its senseless outpouring of new types… only in degenerate times can personality (opposed to the nameless masses) become the aim of human development" – Jan Tschicold; The New Typography; 1928

“A plain circular bullet is widely disdained for its banality.”



― Carolina deBartolo, Explorations in Typography: Mastering the Art of Fine Typesetting


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