The Elements of Typographic Style A Book by Robert Bringhurst www.goodreads.com Leave the road when you wishTypography exists to honor contentTypographic styleA state of energetic reposeEvenness of color+10 More The utter nothingness of beingThe Elements of Style typography
The arbitrariness of the sign A key difference between verbal language and the modernist ideal of a visual “language” is the arbitrariness of a verbal sign, which has no natural, inherent relationship to the concept it represents. The sound of the word “horse”, for example, does not innately resemble the concept of a horse. Ferdinand de Saussure called this arbitrariness the fundamental feature of the verbal sign. The meaning of a sign is generated by its relationship to other signs in the language: the sign’s legibility lies in its difference from other signs. Ellen Lupton & J. Abbott Miller, The ABC's of ▲■●: The Bauhaus and Design Theory Gods of the Word soundmeaninglanguage