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.

Lettering is a precise art and strictly subject to tradition. The ‘New Art ’ notion that you can make letters whatever shapes you like,is as foolish as the notion, if anyone has such a notion, that you can make houses any shapes you like. You can’t, unless you live all by yourself on a desert island.