"To be fair, on a good project, no matter whether it's improvised or scripted or meticulously prepared, or all up for grabs, it's always, always beyond the safety zone. Every project becomes interesting and exciting once you move beyond that routine. You always aspire to that. It's not that this improvisational mode is the only mode that facilitates that."

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In a world rife with unsolicited messages, typography must often draw attention to itself before it will be read. Yet in order to be read, it must relinquish the attention it has drawn. Typography with anything to say therefore aspires to a kind of statuesque transparency. It's other traditional goal is durability: not immunity to change, but a clear superiority to fashion. Typography at its best is a visual form of language linking timelessness and time.

— Robert Bringhurst