"You can do a good ad without good typography, but you can't do a great ad without good typography."

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One does odd things. You see, when one's young one doesn't feel part of it yet, the human condition; one does things because they are not “for good”; one thinks everything is a rehearsal - to be repeated ad lib, to be put right when the curtain goes up in earnest. One day you know that the curtain was up all the time. That was the performance.

— Sybille Bedford