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.

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.