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.

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.

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.

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

Typography must be as beautiful as a forest, not like the concrete jungle of the tenements It gives distance between the trees, the room to breathe and allow for life.

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.

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