Standardization, instead of individualization. Cheap books, instead of private press editions. Active literature, instead of passive leather bindings.
Jan TschicholdPerfect typography is certainly the most elusive of all arts. Sculpture in stone alone comes near it in obstinacy.
Jan TschicholdThe 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.
Jan Tschichold