The importance of good typography...

"As the saying goes, type is a beautiful group of letters, not a group of beautiful letters." Matthew Carter

"Typography is two-dimensional architecture, based on experience and imagination, and guided by rules and readability. And this is the purpose of typography: The arrangement of design elements within a given structure should allow the reader to easily focus on the message, without slowing down the speed of his reading." Hermann Zapf

"Typography is what language looks like." Ellen Lupton

"Typographical design should perform optically what the speaker creates through voice and gesture of his thoughts."El Lizzitsky

"Consistent typefaces and appropriate use of typography will maintain our strong visual identity." Cambridge University