Typography is what language looks like.
Typography is two-dimensional architecture, based on experience and imagination, and guided by rules and readability. And this is the purpose of typography: The arrangement of design elements within a given structure should allow the reader to easily focus on the message, without slowing down the speed of his reading.
Typography has one plain duty before it and that is to convey information in writing.
As the saying goes, type is a beautiful group of letters, not a group of beautiful letters.
Wouldn’t it be interesting if there were only one typeface in the world? Designers would really have to think about the idea behind their designs instead of covering ir up with fancy typefaces. One, universal typeface would really strip away all the flashy emptiness in design. And, of course, that one typeface would have to be Helvetica.
Typographical design should perform optically what the speaker creates through voice and gesture of his thoughts.
Berthold is still a good typeface, but even Berthold has some less than attractive features, and then I just cut them off because I didn’t like them.
If you remember the shape of your spoon at lunch, it has to be the wrong shape. The spoon and the letter are tools; one to take food from the bowl, the other to take information off the page… When it is a good design, the reader has to feel comfortable because the letter is both banal and beautiful.
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.
In 1936, Frederic Goudy was in New York City to receive an award for excellence in type design. Upon accepting a certificate, he took one look at it and declared that “Anyone who would letterspace black letter would steal sheep.
I discovered that I never really used Helvetica but I like to look at it. I like the VW beetle, too, although I’ve never driven one.
We hate to like Helvetica.
A typeface is an alpahbet in a straightjacket