I think different designers have different points of view and different strong personalities can influence the way certain cities are perceived.

A simple MS Word document, or a Powerpoint presentation, has its limits, particularly the unpredictability in how the page will actually display. With a PDF, you are locking down all those variables.

Most people have no idea how much goes into designing a typeface. Twenty-six letters in the alphabet, usually with two versions of each, upper and lower case. Punctuation and alternate characters and numbers - let's not forget numbers - can add another 40 or so.

I think different designers have different points of view and different strong personalities can influence the way certain cities are perceived.

If typography is calling attention to itself, it's taking that attention away from what the words are saying.

Part of maturing as a designer is discovering what you're good at.

People in the UK will say that the design community in the US is much more coherent than other countries. It has no government support at all, so it's really like a grass roots thing.