"Make it legible, readable, or whatever you want to call it. It should go without saying that type can’t be read has no purpose, but, unfortunately, it bears repeating. Yes, typography can be manipulated for inventive interconnection of structural elements within language; and yes, typography can resonate with its subculture audience and reference this or that pop-cultural zeitgeist. Whatever! It must still transmit information. Back when typography was treated very rigidly and always in good taste, Beatrice Ward, an English type critic, likened it to a crystal wine goblet – a transparent vessel designed for utmost clarity, not for looks. Beatrice might be dead and her crystal goblet might have been replaced by the far less stuffy jelly jar, but the jelly jar still lets you see what kind of wine your drinking." - Design Elements: A Graphic Style Manual, Stratham
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