From all these experiences the most important thing I have learned is that legibility and beauty stand close together and that type design, in its restraint, should be only felt but not perceived by the reader.— Adrian Frutiger
Most Powerful Typography quotations
Typography must be as beautiful as a forest, not like the concrete jungle of the tenements It gives distance between the trees, the room to breathe and allow for life.
The material of typography is the black, and it is the designer’s task with the help of this black to capture space, to create harmonious whites inside the letters as well as between them.
When I put my pen to a blank sheet, black isn’t added but rather the white sheet is deprived of light.  Thus I also grasped that the empty spaces are the most important aspect of a typeface.
Typography is a hidden tool of manipulation within society.
The letters don't get their true delight, when done in haste & discomfort, nor merely done with diligence & pain, but first when they are created with love and passion.
White space is to be regarded as an active element, not a passive background.
Plenty of white space and generous line spacing,and don't make the type size too miserly. Then you will be assured of a product fit for a king.
You can do a good ad without good typography, but you can't do a great ad without good typography.
Perfect typography is certainly the most elusive of all arts.
Sculpture in stone alone comes near it in obstinacy.
Typographical design should perform optically what the speaker creates through voice and gesture of his thoughts.
For me, typography is a triangular relationship between design idea, typographic elements, and printing technique.
What's the use of being legible, when nothing inspires you to take notice of it?
Its focus wasn't on the written word but how the word was written.
Just as typography is human speech translated into what can be read, so photography is the translation of reality into a readable image.
The better people communicate, the greater will be the need for better typography-expressive typography.
I'm very much a word person, so that's why typography for me is the obvious extension. It just makes my words visible.
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.
Of all the achievements of the human mind, the birth of the alphabet is the most momentous.
As the saying goes, type is a beautiful group of letters, not a group of beautiful letters.
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.
When a type design is good it is not because each individual letter of the alphabet is perfect in form, but because there is a feeling of harmony and unbroken rhythm that runs through the whole design, each letter kin to every other and to all.
There's a simplicity in typography that demands absolute accuracy.
.. the only way you can experience it is by doing it, and you can't do it on a screen because a screen never gives you the entire picture.
To say a grid is limiting is to say that language is limiting, or typography is limiting. It is up to us to use these media critically or passively.
Standardization, instead of individualization.
Cheap books, instead of private press editions. Active literature, instead of passive leather bindings.
Discipline in typography is a prime virtue.
Individuality must be secured by means that are rational. Distinction needs to be won by simplicity and restraint. It is equally true that these qualities need to be infused wiht a certain spirit and vitality, or they degenerate into dullness and mediocrity.
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.
There are now about as many different varieties of letters as there are different kinds of fools.
As we say in Berlin, there are many ways to bake a parrot.
Typography is a minor technicality of civilized life.
I remember a time at Yale when my work was being critiqued by Paul Rand.
Mr. Rand told me only to use Helvetica as a display face never in text, then he squinted, leaned in, and whispered in my ear, "because Helvetica looks like dogshit in text".
Type well used is invisible as type, just as the perfect talking voice is the unnoticed vehicle for the transmission of words, ideas.
There is nothing simple or dull in achieving the transparent page.
Vulgar ostentation is twice as easy as discipline. When you realise that ugly typography never effaces itself, you will be able to capture beauty as the wise men capture happiness by aiming at something else.
There are bad types and good types, and the whole science and art of typography begins after the first category has been set aside.
Typography is the craft of endowing human language with a durable visual form.