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

Adrian Frutiger

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Added Black Deprived Light Pen Put Rather Sheet Space White

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Helvetica is here to stay.
ADRIAN FRUTIGER

Helvetica Here Stay
If you remember the shape of a spoon with which you just ate some soup, then the spoon had a poor shape.
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Poor Remember Shape Some Soup Spoon
Typography must be as beautiful as a forest.
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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
When I put my pen to a blank sheet, black isn’t added but rather the white sheet is deprived of light.
ADRIAN FRUTIGER

Added Black Deprived Light Pen Put Rather Sheet Space White
And it is the designer’s task with the help of this black to capture space.
ADRIAN FRUTIGER

Black Capture Designer Help Space Task
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
I am sure in some years from now you will see new posters with just white space and four lines in Garamond.
ADRIAN FRUTIGER

Four Future Garamond.Line Now Poster See Some Space Sure White Year
Thus I also grasped that the empty spaces are the most important aspect of a typeface.
ADRIAN FRUTIGER

Aspect Empty Grasped Important Most Space Typeface
Helvetica is the jeans, and Universe the dinner jacket.
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Design Dinner Helvetica Jacket Jeans Letter Universe
If you remember the shape of your spoon at lunch, it has to be the wrong shape.
ADRIAN FRUTIGER

Beautiful Design Lunch
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
In its restraint, should be only felt but not perceived by the reader.
ADRIAN FRUTIGER

Felt Perceived Reader Restraint

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