For those who delight in fonts, lust for lettering, and care obsessively about what language looks like.
Joined March 2009
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Good typography, in a way, becomes invisible. Its purpose is to edify and elevate the message being communicated.
[Linked] How not to butcher a font in 4 easy steps, by @kristaradoeva on @Fontsmith blog: bit.ly/2c3GOBs
Choose a typeface based on three things: functional ability, stylistic fluency, and the ability to play well with others.
Typography is an active response to content and context. More than decoration, typography reaches to the core of what is being communicated.
A typographer must become a passionate lover of language. “What language looks like” is shaped indelibly by what that language is.
Typography is a response to the specific context: What is the message? Who is it for? What is the intent? Actively answer those questions.
Don’t just love fonts, love them for what they enable you to do. Love the elegant utility for which they were created.
Used well, ligatures edify typography, creating a sense of flow and sophistication. Misused, they can be awkward & unsightly. Be obsessive.
Genius in type-setting is found in subtle details. The trick is to care obsessively so that the reader doesn’t have to.
Type must yield back to the underlying purpose of typography: to communicate information in written form with clarity and successful intent.