Fonts et al :)

The  NYTimes piece These People Really Care About Fonts brings back fond memories when yours truly taught computer graphics at Pratt Institute and did cooperate identity and collateral design back in the day. In doing this, one quickly finds out designing type is an exquisitely difficult process if one wants to create an art form both legible and beautiful at the same time. :)

Typefaces are everywhere. The New York City subway communicates mostly in Helvetica. The lifestyle companies advertising in its cars may use another modern sans-serif font or, increasingly, something more retro. Many large tech companies have designed or commissioned their own house styles, including Netflix Sans, Airbnb Cereal, PayPal Sans, Uber Move and Google’s Product Sans. (You are currently reading this in Imperial, by the way.)

Matthew Rechs, a business coach for type designers, whose arms are covered in ampersand tattoos, argued that a font can be a brand’s most potent signifier. For example, “if you try to imagine a bottle of Jack Daniel’s, or really any bottle, without the type on it, you’re left with very little to differentiate it,” he said.

Ed Bengutat taught an awesome course @ SVA back in the early 80's. Without question, one of the true greats in typography without question.

'Nuff said.