By All Means Break The Rules.

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.

Drop A Word In The Ocean Of Meaning And Concentric Ripples Form. To Define A Single Word Means To Try To Catch Those Ripples. No One’s Hands Are Fast Enough.

Space In Typography Is Like Time In Music. It Is Infinitely Divisible, But A Few Proportional Intervals Can Be Much More Useful Than A Limitless Choice Of Arbitrary Quantities.

Typography Exists To Honor Content.

Every Native North American Text I've Ever Grappled With Has Taught Me Something Important About How To Live On The Continent Where I Was Born.