A coherent typeface is an essential part of a coherent branding strategy. Bruno Maag More Quotes by Bruno Maag More Quotes From Bruno Maag There's a simplicity in typography that demands absolute accuracy... the only way you can experience it is by doing it, and you can't do it on a screen because a screen never gives you the entire picture. Bruno Maag demand simplicity giving If you think of ice cream, it (Helvetica) is a cheap, nasty, supermarket brand made of water, substitutes and vegetable fats. The texture is wrong and it leaves a little bit of a funny aftertaste. Bruno Maag ice-cream vegetables thinking Lower case Ss are notoriously difficult to get right. But in Helvetica it's not straight - you want to go in there and tighten it up. And the 'a' looks so woolly and ill-conceived, it really winds me up. Bruno Maag want wind looks Each script has its own calligraphic and cultural history. It is more a question of matching different calligraphic styles to one another, without the features of one script dominating another. Bruno Maag without more own history Why do only the Latin script when Nokia has a billion consumers? Typography is the bedrock of communication; it can really connect people. Bruno Maag why only communication people There isn't really a stylistic recipe for fonts to make them particularly suitable to be translated into different scripts. Bruno Maag recipe them make different When we design for non-Latin, we always aim to create a rhythm and texture that is sympathetic so when you have the two scripts running side by side, they create, ideally, the same tonal value on the page. Bruno Maag value you aim design The Cyrillic and Greek scripts in particular have an alien beauty in their unfamiliar letterforms. Five weights of stroke thickness create subtle variations in light and dark that reflect the emerging and fading of the stars. Bruno Maag stars light dark beauty A good typeface is like a well-crafted English or Italian suit: it always looks perfect. Bruno Maag good always perfect looks Type is your brand. Bruno Maag brand your type If you imagine b, d, p, and q, those are letter forms that all the children always mess up. They are mirror forms of one another. That feature is emphasized in a font like Arial, where the shapes are literally mirror forms. Bruno Maag mirror you always children The argument that a serif font is too fussy doesn't cut it anymore. You want a font where the letter forms are not ambiguous. Bruno Maag where you argument want I do believe that organizations can certainly improve lives by specifying better fonts, which of course has an effect on how you read your e-mail. Bruno Maag your better you believe
