“Not like the concrete jungle of the tenements.”

If you remember the shape of your spoon at lunch, it has to be the wrong shape.

to create harmonious whites inside the letters as well as between them.

It gives distance between the trees, the room to breathe and allow for life.

In its restraint, should be only felt but not perceived by the reader.

Typography must be as beautiful as a forest.

When I put my pen to a blank sheet, black isn’t added but rather the white sheet is deprived of light.

And it is the designer’s task with the help of this black to capture space.

From all these experiences the most important thing I have learned is that legibility and beauty stand close together and that type design.

If you remember the shape of a spoon with which you just ate some soup, then the spoon had a poor shape.

Thus I also grasped that the empty spaces are the most important aspect of a typeface.

Helvetica is the jeans, and Universe the dinner jacket.

I am sure in some years from now you will see new posters with just white space and four lines in Garamond.

Helvetica is here to stay.