The sanserif only seems to be the simpler script. It is a form that was violently reduced for little children. For adults it is more difficult to read than serifed roman type, whose serifs were never meant to be ornamental.

White space is to be regarded as an active element, not a passive background.

Readers want what is important to be clearly laid out; they will not read what is too troublesome.

Standardization, instead of individualization. Cheap books, instead of private press editions. Active literature, instead of passive leather bindings.

The sanserif only seems to be the simpler script. It is a form that was violently reduced for little children. For adults it is more difficult to read than serifed roman type, whose serifs were never meant to be ornamental.

Asymmetry is the rhythmic expression of functional design.

Type production has gone mad, with its senseless outpouring of new types... only in degenerate times can personality (opposed to the nameless masses) become the aim of human development.