"Good typography should be like like a wonderful clear crystal goblet that holds wine. [It is] much better than a golden goblet with jewels on the outside because the point of the crystal goblet is that you can see the wine that is inside. You can appreciate the colors of it. You can see how when you swirl the wine how the texture of the wine clings to the glass and how quickly it drips down back into the pool of wine. And you can see the sediment in the bottom when you hold it up in the light. That's the purpose of typography. It should be invisible."