Typography is the craft of endowing human language with a durable visual form.

By all means break the rules, and break them beautifully, deliberately and well.

Anxiety projection can and does occur - in myth, in music, in fiction, and in the doctor's office too. That doesn't make it the basis of everything.

In a world rife with unsolicited messages, typography must often draw attention to itself before it will be read. Yet in order to be read, it must relinquish the attention it has drawn. Typography with anything to say therefore aspires to a kind of statuesque transparency. It's other traditional goal is durability: not immunity to change, but a clear superiority to fashion. Typography at its best is a visual form of language linking timelessness and time.

By all means break the rules.

Typography at its best is a visual form of language linking timelessness and time.

Typography is the craft of endowing human language with a durable visual form, and thus with an independent existence. Its heartwood is calligraphy - the dance, on a tiny stage, of the living, speaking hand - and its roots reach into living soil, though its branches may be hung each year with new machines. So long as the root lives, typography remains a source of true delight, true knowledge, true surprise.