Bruno Maag Inspirational Quotes (3)

If you think of ice cream, it (Helvetica) is a cheap, nasty, supermarket brand made of water, substitutes and vegetable fats. The texture is wrong and it leaves a little bit of a funny aftertaste.

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.

Lower case Ss are notoriously difficult to get right. But in Helvetica it's not straight - you want to go in there and tighten it up. And the 'a' looks so woolly and ill-conceived, it really winds me up.