Because you can essentially make it anything you want it to be. If designed properly, type can spur on a memory, and help tell a clever, seductive, playful, outrageous, or somber story. I admire graphic designers who are passionate about typography, lettering and type design. John Boardley of
i love typography is one who wants to explain the origins of ABC and explore why letters look the way they look. He's constantly creating new fonts and making them available for people on his site. Personally, my favorite font is the
newt serif complete. The example is below....
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