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.

Adrian Frutiger

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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

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