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

Adrian Frutiger

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Poor Remember Shape Some Soup Spoon

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Typography must be as beautiful as a forest.
ADRIAN FRUTIGER

Beautiful Beauty Forest Life Typography
to create harmonious whites inside the letters as well as between them.
ADRIAN FRUTIGER

Between Them Create Harmonious Inside Letter Well White
And it is the designer’s task with the help of this black to capture space.
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Black Capture Designer Help Space Task
If you remember the shape of a spoon with which you just ate some soup, then the spoon had a poor shape.
ADRIAN FRUTIGER

Poor Remember Shape Some Soup Spoon
It gives distance between the trees, the room to breathe and allow for life.
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Akkow Breathe Distance Give Life Room Tree
Not like the concrete jungle of the tenements.
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Concreate Jungle Like Tenement
Helvetica is the jeans, and Universe the dinner jacket.
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Design Dinner Helvetica Jacket Jeans Letter Universe
In its restraint, should be only felt but not perceived by the reader.
ADRIAN FRUTIGER

Felt Perceived Reader Restraint
If you remember the shape of your spoon at lunch, it has to be the wrong shape.
ADRIAN FRUTIGER

Beautiful Design Lunch
I am sure in some years from now you will see new posters with just white space and four lines in Garamond.
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Four Future Garamond.Line Now Poster See Some Space Sure White Year
When I put my pen to a blank sheet, black isn’t added but rather the white sheet is deprived of light.
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Added Black Deprived Light Pen Put Rather Sheet Space White
From all these experiences the most important thing I have learned is that legibility and beauty stand close together and that type design.
ADRIAN FRUTIGER

Beauty Close Design Experience Important Learn Learning Legibility Most Reading Together
Helvetica is here to stay.
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Helvetica Here Stay
Thus I also grasped that the empty spaces are the most important aspect of a typeface.
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Aspect Empty Grasped Important Most Space Typeface

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