The essential function of the (design) profession in our society is to enhance and cultivate communications toward: Easier understanding of ideas and complex problems, in the shortest possible time and higher visual and auditory retention of data.

The designer must think first and work later.

Each typeface is a piece of history, like a chip in a mosaic that depicts the development of human communication. Each typeface is also a visual record of the person who created it - his skill as a designer, his philosophy as an artist, his feeling for... the details of each letter and the resulting impressions of an alphabet or a text line.