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.

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.