Helvetica is the jeans, and Univers the dinner jacket. Helvetica is here to stay.

I am sure in some years from now you will see new posters with just white space and four lines in Garamond.

The material of typography is the black, and it is the designer’s task with the help of this black to capture space, to create harmonious whites inside the letters as well as between them.

Helvetica is the jeans, and Univers the dinner jacket. Helvetica is here to stay.

From all these experiences the most important thing I have learned is that legibility and beauty stand close together and that type design, in its restraint, should be only felt but not perceived by the reader.

The whole point with type is for you not to be aware it is there. If you remember the shape of a spoon with which you just ate some soup, then the spoon had a poor shape.

When I put my pen to a blank sheet, black isn’t added but rather the white sheet is deprived of light. [] Thus I also grasped that the empty spaces are the most important aspect of a typeface.