Adrian FrutigerThinkers

Typography is about not being aware it is there. If you remember the shape of a spoon with which you just ate some soup, then the spoon had a poor shape.

Typography is best when beautiful as a forest, not like the concrete jungle of the tenements. It gives distance between the trees, the room to breathe and allow for life.

Typography is best when it is banal and beautiful. If you remember the shape of your spoon at lunch, it has to be the wrong shape. The spoon and the letter are tools; one to take food from the bowl, the other to take information off the page.

Typography is not about adding black to a white sheet. Rather, it is about the white sheet being deprived of light. The empty spaces are the most important aspect of a typeface.

Typography's material is black. It is the designer’s task with the help of this black to capture space, to create harmonious whites inside the letters as well as between them.