---
title: "48 Typefaces Quotes by 28 authors"
description: "Browse 48 Typefaces quotes by 28 authors. Discover the best Typefaces sayings and thoughts."
image: "https://sms4smile.com/quotes/i/814/wolfgang-weingart-53369_design_anyone-who-uses-helvetica-knows-nothing_1151546.jpg"
---

> [Anyone who uses Helvetica knows nothing about typefaces.](https://sms4smile.com/quotes/wolfgang-weingart/anyone-who-uses-helvetica-knows-nothing-about-typefaces/)

[Wolfgang Weingart](https://sms4smile.com/quotes/author/wolfgang-weingart/)

[Image](https://sms4smile.com/quotes/i/814/wolfgang-weingart-53369_design_anyone-who-uses-helvetica-knows-nothing_1151546.jpg)

> [It's a cliché, but typefaces are really just ingredients.](https://sms4smile.com/quotes/michael-bierut/it-s-a-clich-but-typefaces-are-really-just-ingredients/)

[Michael Bierut](https://sms4smile.com/quotes/author/michael-bierut/)

[Image](https://sms4smile.com/quotes/i/8a9/michael-bierut-10873_ingredients_it-s-a-clich-but-typefaces-are-really-ju_1725079.png)

> [All typefaces are historical.](https://sms4smile.com/quotes/jonathan-hoefler/all-typefaces-are-historical/)

[Jonathan Hoefler](https://sms4smile.com/quotes/author/jonathan-hoefler/)

[Image](https://sms4smile.com/quotes/i/40a/jonathan-hoefler-77223_design_all-typefaces-are-historical-2631394_2631394.png)

> [Helvetica is the jeans, and Univers the dinner jacket. Helvetica is here to stay.](https://sms4smile.com/quotes/adrian-frutiger/helvetica-is-the-jeans-and-univers-the-dinner-jacket-helvetica-is/)

[Adrian Frutiger](https://sms4smile.com/quotes/author/adrian-frutiger/)

[Image](https://sms4smile.com/quotes/i/a22/adrian-frutiger-47517_design_helvetica-is-the-jeans-and-univers-the-d_10634.png)

> [You can do a good ad without good typography, but you can't do a great ad without good typography.](https://sms4smile.com/quotes/herb-lubalin/you-can-do-a-good-ad-without-good-typography-but-you-can-t-do-a-great/)

[Herb Lubalin](https://sms4smile.com/quotes/author/herb-lubalin/)

[Image](https://sms4smile.com/quotes/i/65b/herb-lubalin-73636_ads_you-can-do-a-good-ad-without-good-typogr_1239471.png)

> [As the saying goes, type is a beautiful group of letters, not a group of beautiful letters.](https://sms4smile.com/quotes/matthew-carter/as-the-saying-goes-type-is-a-beautiful-group-of-letters-not-a-group/)

[Matthew Carter](https://sms4smile.com/quotes/author/matthew-carter/)

[Image](https://sms4smile.com/quotes/i/556/matthew-carter-22474_beautiful_as-the-saying-goes-type-is-a-beautiful-g_1341519.png)

> [I am sure in some years from now you will see new posters with just white space and four lines in Garamond.](https://sms4smile.com/quotes/adrian-frutiger/i-am-sure-in-some-years-from-now-you-will-see-new-posters-with-just/)

[Adrian Frutiger](https://sms4smile.com/quotes/author/adrian-frutiger/)

[Image](https://sms4smile.com/quotes/i/e5b/adrian-frutiger-47517_four_i-am-sure-in-some-years-from-now-you-wil_1079538.png)

> [I make solutions that nobody wants to problems that don't exist.](https://sms4smile.com/quotes/alvin-lustig/i-make-solutions-that-nobody-wants-to-problems-that-don-t-exist/)

[Alvin Lustig](https://sms4smile.com/quotes/author/alvin-lustig/)

[Image](https://sms4smile.com/quotes/i/a2f/alvin-lustig-79990_design_i-make-solutions-that-nobody-wants-to-pr_263159.png)

> [A great typeface is not a collection of beautiful letters, but a beautiful collection of letters.](https://sms4smile.com/quotes/walter-tracy/a-great-typeface-is-not-a-collection-of-beautiful-letters-but-a/)

[Walter Tracy](https://sms4smile.com/quotes/author/walter-tracy/)

[Image](https://sms4smile.com/quotes/i/502/walter-tracy-98959_beautiful_a-great-typeface-is-not-a-collection-of_848450.png)

> [Someday I'll design a typeface without a K in it, and then let's see the bastards misspell my name.](https://sms4smile.com/quotes/frederic-goudy/someday-i-ll-design-a-typeface-without-a-k-in-it-and-then-let-s-see/)

[Frederic Goudy](https://sms4smile.com/quotes/author/frederic-goudy/)

[Image](https://sms4smile.com/quotes/i/bb5/frederic-goudy-54557_design_someday-i-ll-design-a-typeface-without-a_2115530.png)

> [How can there be too many typefaces in the world? Are there too many songs, too many books, too many places to…](https://sms4smile.com/quotes/rian-hughes/how-can-there-be-too-many-typefaces-in-the-world-are-there-too-many/)

[Rian Hughes](https://sms4smile.com/quotes/author/rian-hughes/)

[Image](https://sms4smile.com/quotes/i/eb6/rian-hughes-76638_book_how-can-there-be-too-many-typefaces-in-t_1984586.png)

> [At first, writing for The New Yorker was very scary to me. I couldn't imagine anything that I would write in that…](https://sms4smile.com/quotes/david-sedaris/at-first-writing-for-the-new-yorker-was-very-scary-to-me-i-couldn-t/)

[David Sedaris](https://sms4smile.com/quotes/author/david-sedaris/)

[Image](https://sms4smile.com/quotes/i/5f1/david-sedaris-333_firsts_at-first-writing-for-the-new-yorker-was_2144866.png)

> [Type design moves at the pace of the most conservative reader. The good type-designer therefore realizes that, for a new font to…](https://sms4smile.com/quotes/stanley-morison/type-design-moves-at-the-pace-of-the-most-conservative-reader-the/)

[Stanley Morison](https://sms4smile.com/quotes/author/stanley-morison/)

[Image](https://sms4smile.com/quotes/i/f6e/stanley-morison-68865_being-successful_type-design-moves-at-the-pace-of-the-mos_1274570.jpg)

> [I believe sans serif typefaces - today upheld as models of neutrality and legibility - were called "Grotesques" in the 19th century…](https://sms4smile.com/quotes/michael-bierut/i-believe-sans-serif-typefaces-today-upheld-as-models-of-neutrality/)

[Michael Bierut](https://sms4smile.com/quotes/author/michael-bierut/)

[Image](https://sms4smile.com/quotes/i/244/michael-bierut-10873_19th-century_i-believe-sans-serif-typefaces-today-uph_1993333.png)

> [I don't think that type should be expressive at all. I can write the word 'dog' with any typeface and it doesn't…](https://sms4smile.com/quotes/massimo-vignelli/i-don-t-think-that-type-should-be-expressive-at-all-i-can-write-the/)

[Massimo Vignelli](https://sms4smile.com/quotes/author/massimo-vignelli/)

[Image](https://sms4smile.com/quotes/i/4cf/massimo-vignelli-13401_bark_i-don-t-think-that-type-should-be-expres_762452.png)

> [Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear…](https://sms4smile.com/quotes/steve-jobs/of-course-it-was-impossible-to-connect-the-dots-looking-forward-when/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/003/steve-jobs-307_backwards_of-course-it-was-impossible-to-connect-t_1145047.jpg)

> [Berthold is still a good typeface, but even Berthold has some less than attractive features, and then I just cut them off…](https://sms4smile.com/quotes/wolfgang-weingart/berthold-is-still-a-good-typeface-but-even-berthold-has-some-less/)

[Wolfgang Weingart](https://sms4smile.com/quotes/author/wolfgang-weingart/)

[Image](https://sms4smile.com/quotes/i/e9a/wolfgang-weingart-53369_attractive_berthold-is-still-a-good-typeface-but-ev_420737.jpg)

> [“Rational typefaces are drawn, not written, but their origins still come from the pen. Using a method called “expansion,” stroke weight is…](https://sms4smile.com/quotes/stephen-coles/rational-typefaces-are-drawn-not-written-but-their-origins-still-come/)

[Stephen Coles](https://sms4smile.com/quotes/author/stephen-coles/)

[Image](https://sms4smile.com/quotes/i/c28/stephen-coles-19119_typefaces_rational-typefaces-are-drawn-not-written_2935009.jpg)

> [The seventies were my fattest decade. Overall I think the seventies were distinctly bulbous. People looked chunky, typefaces were rounded, writing implements…](https://sms4smile.com/quotes/will-self/the-seventies-were-my-fattest-decade-overall-i-think-the-seventies/)

[Will Self](https://sms4smile.com/quotes/author/will-self/)

[Image](https://sms4smile.com/quotes/i/ef0/will-self-2296_decade_the-seventies-were-my-fattest-decade-ove_2751375.png)

> [Each typeface is a piece of history, like a chip in a mosaic that depicts the development of human communication. Each typeface…](https://sms4smile.com/quotes/will-burtin/each-typeface-is-a-piece-of-history-like-a-chip-in-a-mosaic-that/)

[Will Burtin](https://sms4smile.com/quotes/author/will-burtin/)

[Image](https://sms4smile.com/quotes/i/cea/will-burtin-78789_alphabet_each-typeface-is-a-piece-of-history-like_1775729.png)

> [I think a lot of people overlook the importance of the menu as a marketing tool and a way of communicating to…](https://sms4smile.com/quotes/joe-bastianich/i-think-a-lot-of-people-overlook-the-importance-of-the-menu-as-a/)

[Joe Bastianich](https://sms4smile.com/quotes/author/joe-bastianich/)

[Image](https://sms4smile.com/quotes/i/912/joe-bastianich-11198_ambition_i-think-a-lot-of-people-overlook-the-imp_1549663.jpg)

> [Certain kinds of typeface design and typographic design are designed to persuade: we can make this company look modern if we use…](https://sms4smile.com/quotes/michael-bierut/certain-kinds-of-typeface-design-and-typographic-design-are-designed/)

[Michael Bierut](https://sms4smile.com/quotes/author/michael-bierut/)

[Image](https://sms4smile.com/quotes/i/21d/michael-bierut-10873_ballots_certain-kinds-of-typeface-design-and-typ_1615837.png)

> [There was a time when most people had a choice between two kinds of personal communication, handwriting or using a typewriter. Today,…](https://sms4smile.com/quotes/michael-bierut/there-was-a-time-when-most-people-had-a-choice-between-two-kinds-of/)

[Michael Bierut](https://sms4smile.com/quotes/author/michael-bierut/)

[Image](https://sms4smile.com/quotes/i/c2d/michael-bierut-10873_choices_there-was-a-time-when-most-people-had-a_822793.png)

> [I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great…](https://sms4smile.com/quotes/steve-jobs/i-learned-about-serif-and-san-serif-typefaces-about-varying-the/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/7df/steve-jobs-307_beautiful_i-learned-about-serif-and-san-serif-type_1001776.jpg)

> [I hate to see great works of literature ghettoized, whereas others that conform to the rules, conventions, and procedures of the genre…](https://sms4smile.com/quotes/michael-chabon/i-hate-to-see-great-works-of-literature-ghettoized-whereas-others/)

[Michael Chabon](https://sms4smile.com/quotes/author/michael-chabon/)

[Image](https://sms4smile.com/quotes/i/d32/michael-chabon-627_book_i-hate-to-see-great-works-of-literature_2637145.png)

> [“When sans serif printing type first appeared in the early to mid-1800s, some found the style so strange they called it “grotesque.”…](https://sms4smile.com/quotes/stephen-coles/when-sans-serif-printing-type-first-appeared-in-the-early-to-mid/)

[Stephen Coles](https://sms4smile.com/quotes/author/stephen-coles/)

[Image](https://sms4smile.com/quotes/i/bf6/stephen-coles-19119_quote_when-sans-serif-printing-type-first-appe_1577933.jpg)

> [Most people have no idea how much goes into designing a typeface. Twenty-six letters in the alphabet, usually with two versions of…](https://sms4smile.com/quotes/michael-bierut/most-people-have-no-idea-how-much-goes-into-designing-a-typeface/)

[Michael Bierut](https://sms4smile.com/quotes/author/michael-bierut/)

[Image](https://sms4smile.com/quotes/i/126/michael-bierut-10873_add_most-people-have-no-idea-how-much-goes-i_418036.png)

> [“blackletter has come to represent a certain reverence and antiquity. There are various forms, such as the French/Flemish Bâtarde, or the German…](https://sms4smile.com/quotes/stephen-coles/blackletter-has-come-to-represent-a-certain-reverence-and-antiquity/)

[Stephen Coles](https://sms4smile.com/quotes/author/stephen-coles/)

[Image](https://sms4smile.com/quotes/i/fe5/stephen-coles-19119_old-english_blackletter-has-come-to-represent-a-cert_1969496.jpg)

> [If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally…](https://sms4smile.com/quotes/steve-jobs/if-i-had-never-dropped-in-on-that-single-course-in-college-the-mac-2/)

[Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/)

[Image](https://sms4smile.com/quotes/i/389/steve-jobs-307_calligraphy_if-i-had-never-dropped-in-on-that-single_342739.jpg)

> [“Most people will likely encounter Ingeborg’s showy Display variants: the decorative fill and shadow of Block, and the buxom swashes of Fat…](https://sms4smile.com/quotes/stephen-coles/most-people-will-likely-encounter-ingeborg-s-showy-display-variants/)

[Stephen Coles](https://sms4smile.com/quotes/author/stephen-coles/)

[Image](https://sms4smile.com/quotes/i/003/stephen-coles-19119_quote_most-people-will-likely-encounter-ingebo_1129205.jpg)

> [Typographical design should perform optically what the speaker creates through voice and gesture of his thoughts.](https://sms4smile.com/quotes/el-lissitzky/typographical-design-should-perform-optically-what-the-speaker/)

[El Lissitzky](https://sms4smile.com/quotes/author/el-lissitzky/)

[Image](https://sms4smile.com/quotes/i/f81/el-lissitzky-43285_design_typographical-design-should-perform-opti_582685.png)

> [The meaning is in the content of the text and not in the typeface, and that is why we loved Helvetica very…](https://sms4smile.com/quotes/wim-crouwel/the-meaning-is-in-the-content-of-the-text-and-not-in-the-typeface-and/)

[Wim Crouwel](https://sms4smile.com/quotes/author/wim-crouwel/)

[Image](https://sms4smile.com/quotes/i/709/wim-crouwel-43123_happiness_the-meaning-is-in-the-content-of-the-tex_2914205.png)

> [I'm not an expert in typefaces that serve scientific writing, but I'd guess that's another dozen or two.](https://sms4smile.com/quotes/michael-bierut/i-m-not-an-expert-in-typefaces-that-serve-scientific-writing-but-i-d/)

[Michael Bierut](https://sms4smile.com/quotes/author/michael-bierut/)

[Image](https://sms4smile.com/quotes/i/917/michael-bierut-10873_dozen_i-m-not-an-expert-in-typefaces-that-serv_2713094.png)

> [By the year 2000 every secretary will have a favorite typeface.](https://sms4smile.com/quotes/roger-black/by-the-year-2000-every-secretary-will-have-a-favorite-typeface/)

[Roger Black](https://sms4smile.com/quotes/author/roger-black/)

[Image](https://sms4smile.com/quotes/i/357/roger-black-84774_design_by-the-year-2000-every-secretary-will-ha_567663.jpg)

> [Type is saying things to us all the time. Typefaces express a mood, an atmosphere. They give words a certain coloring.](https://sms4smile.com/quotes/rick-poynor/type-is-saying-things-to-us-all-the-time-typefaces-express-a-mood-an/)

[Rick Poynor](https://sms4smile.com/quotes/author/rick-poynor/)

[Image](https://sms4smile.com/quotes/i/243/rick-poynor-67484_atmosphere_type-is-saying-things-to-us-all-the-time_1828547.png)

> [ When I put my pen to a blank sheet, black isn’t added but rather the white sheet is deprived of light. \[\]… ](https://sms4smile.com/quotes/adrian-frutiger/when-i-put-my-pen-to-a-blank-sheet-black-isn-t-added-but-rather-the/)

[Adrian Frutiger](https://sms4smile.com/quotes/author/adrian-frutiger/)

[Image](https://sms4smile.com/quotes/i/35c/adrian-frutiger-47517_aspect_when-i-put-my-pen-to-a-blank-sheet-black_447077.png)

> [Putting beautiful typefaces on weak ad .. Is like Putting make-up on a corpse it may look beautiful, But it is still dead.](https://sms4smile.com/quotes/stavros-cosmopulos/putting-beautiful-typefaces-on-weak-ad-is-like-putting-make-up-on-a/)

[Stavros Cosmopulos](https://sms4smile.com/quotes/author/stavros-cosmopulos/)

[Image](https://sms4smile.com/quotes/i/fb3/stavros-cosmopulos-279405_advertising_putting-beautiful-typefaces-on-weak-ad-i_792849.jpg)

> [In the new computer age, the proliferation of typefaces and type manipulations represents a new level of visual pollution threatening our culture.…](https://sms4smile.com/quotes/massimo-vignelli/in-the-new-computer-age-the-proliferation-of-typefaces-and-type/)

[Massimo Vignelli](https://sms4smile.com/quotes/author/massimo-vignelli/)

[Image](https://sms4smile.com/quotes/i/13a/massimo-vignelli-13401_age_in-the-new-computer-age-the-proliferatio_2136251.png)

> [“Minion is perhaps the most vanilla of serif typefaces. This isn’t necessarily a negative — often the goal of a text face…](https://sms4smile.com/quotes/stephen-coles/minion-is-perhaps-the-most-vanilla-of-serif-typefaces-this-isn-t/)

[Stephen Coles](https://sms4smile.com/quotes/author/stephen-coles/)

[Image](https://sms4smile.com/quotes/i/ba0/stephen-coles-19119_goals_minion-is-perhaps-the-most-vanilla-of-se_2649261.jpg)

> [When a type design is good it is not because each individual letter of the alphabet is perfect in form, but because…](https://sms4smile.com/quotes/frederic-goudy/when-a-type-design-is-good-it-is-not-because-each-individual-letter/)

[Frederic Goudy](https://sms4smile.com/quotes/author/frederic-goudy/)

[Image](https://sms4smile.com/quotes/i/cfc/frederic-goudy-54557_alphabet_when-a-type-design-is-good-it-is-not-bec_2956772.png)

## Top authors on Typefaces

- [ ![](https://sms4smile.com/quotes/wp-content/uploads/sms4s/authors/processed/b017/author-michael-bierut-66945.jpg) Michael Bierut 8 quotes ](https://sms4smile.com/quotes/about/typefaces/michael-bierut/)
- [ ![](https://sms4smile.com/quotes/wp-content/uploads/sms4s/authors/processed/b005/author-brady-udall-19119.jpg) Stephen Coles 5 quotes ](https://sms4smile.com/quotes/about/typefaces/stephen-coles/)

```json
{
    "@context": "https://schema.org",
    "@graph": [
        {
            "@type": "ItemList",
            "@id": "https://sms4smile.com/quotes/about/typefaces/#itemlist",
            "name": "Typefaces Quotes",
            "numberOfItems": 40,
            "itemListElement": [
                {
                    "@type": "ListItem",
                    "position": 1,
                    "item": {
                        "@type": "Quotation",
                        "text": "Anyone who uses Helvetica knows nothing about typefaces.",
                        "creator": {
                            "@type": "Person",
                            "name": "Wolfgang Weingart"
                        },
                        "url": "https://sms4smile.com/quotes/wolfgang-weingart/anyone-who-uses-helvetica-knows-nothing-about-typefaces/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/814/wolfgang-weingart-53369_design_anyone-who-uses-helvetica-knows-nothing_1151546.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/814/wolfgang-weingart-53369_design_anyone-who-uses-helvetica-knows-nothing_1151546.jpg",
                            "url": "https://sms4smile.com/quotes/i/814/wolfgang-weingart-53369_design_anyone-who-uses-helvetica-knows-nothing_1151546.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Anyone who uses Helvetica knows nothing about typefaces.” — Wolfgang Weingart",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 2,
                    "item": {
                        "@type": "Quotation",
                        "text": "It's a cliché, but typefaces are really just ingredients.",
                        "creator": {
                            "@type": "Person",
                            "name": "Michael Bierut"
                        },
                        "url": "https://sms4smile.com/quotes/michael-bierut/it-s-a-clich-but-typefaces-are-really-just-ingredients/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/8a9/michael-bierut-10873_ingredients_it-s-a-clich-but-typefaces-are-really-ju_1725079.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/8a9/michael-bierut-10873_ingredients_it-s-a-clich-but-typefaces-are-really-ju_1725079.png",
                            "url": "https://sms4smile.com/quotes/i/8a9/michael-bierut-10873_ingredients_it-s-a-clich-but-typefaces-are-really-ju_1725079.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“It's a cliché, but typefaces are really just ingredients.” — Michael Bierut",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 3,
                    "item": {
                        "@type": "Quotation",
                        "text": "All typefaces are historical.",
                        "creator": {
                            "@type": "Person",
                            "name": "Jonathan Hoefler"
                        },
                        "url": "https://sms4smile.com/quotes/jonathan-hoefler/all-typefaces-are-historical/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/40a/jonathan-hoefler-77223_design_all-typefaces-are-historical-2631394_2631394.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/40a/jonathan-hoefler-77223_design_all-typefaces-are-historical-2631394_2631394.png",
                            "url": "https://sms4smile.com/quotes/i/40a/jonathan-hoefler-77223_design_all-typefaces-are-historical-2631394_2631394.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“All typefaces are historical.” — Jonathan Hoefler",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 4,
                    "item": {
                        "@type": "Quotation",
                        "text": "Helvetica is the jeans, and Univers the dinner jacket. Helvetica is here to stay.",
                        "creator": {
                            "@type": "Person",
                            "name": "Adrian Frutiger"
                        },
                        "url": "https://sms4smile.com/quotes/adrian-frutiger/helvetica-is-the-jeans-and-univers-the-dinner-jacket-helvetica-is/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/a22/adrian-frutiger-47517_design_helvetica-is-the-jeans-and-univers-the-d_10634.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/a22/adrian-frutiger-47517_design_helvetica-is-the-jeans-and-univers-the-d_10634.png",
                            "url": "https://sms4smile.com/quotes/i/a22/adrian-frutiger-47517_design_helvetica-is-the-jeans-and-univers-the-d_10634.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Helvetica is the jeans, and Univers the dinner jacket. Helvetica is here to stay.” — Adrian Frutiger",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 5,
                    "item": {
                        "@type": "Quotation",
                        "text": "You can do a good ad without good typography, but you can't do a great ad without good typography.",
                        "creator": {
                            "@type": "Person",
                            "name": "Herb Lubalin"
                        },
                        "url": "https://sms4smile.com/quotes/herb-lubalin/you-can-do-a-good-ad-without-good-typography-but-you-can-t-do-a-great/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/65b/herb-lubalin-73636_ads_you-can-do-a-good-ad-without-good-typogr_1239471.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/65b/herb-lubalin-73636_ads_you-can-do-a-good-ad-without-good-typogr_1239471.png",
                            "url": "https://sms4smile.com/quotes/i/65b/herb-lubalin-73636_ads_you-can-do-a-good-ad-without-good-typogr_1239471.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“You can do a good ad without good typography, but you can't do a great ad without good typography.” — Herb Lubalin",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 6,
                    "item": {
                        "@type": "Quotation",
                        "text": "As the saying goes, type is a beautiful group of letters, not a group of beautiful letters.",
                        "creator": {
                            "@type": "Person",
                            "name": "Matthew Carter"
                        },
                        "url": "https://sms4smile.com/quotes/matthew-carter/as-the-saying-goes-type-is-a-beautiful-group-of-letters-not-a-group/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/556/matthew-carter-22474_beautiful_as-the-saying-goes-type-is-a-beautiful-g_1341519.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/556/matthew-carter-22474_beautiful_as-the-saying-goes-type-is-a-beautiful-g_1341519.png",
                            "url": "https://sms4smile.com/quotes/i/556/matthew-carter-22474_beautiful_as-the-saying-goes-type-is-a-beautiful-g_1341519.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“As the saying goes, type is a beautiful group of letters, not a group of beautiful letters.” — Matthew Carter",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 7,
                    "item": {
                        "@type": "Quotation",
                        "text": "I am sure in some years from now you will see new posters with just white space and four lines in Garamond.",
                        "creator": {
                            "@type": "Person",
                            "name": "Adrian Frutiger"
                        },
                        "url": "https://sms4smile.com/quotes/adrian-frutiger/i-am-sure-in-some-years-from-now-you-will-see-new-posters-with-just/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/e5b/adrian-frutiger-47517_four_i-am-sure-in-some-years-from-now-you-wil_1079538.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/e5b/adrian-frutiger-47517_four_i-am-sure-in-some-years-from-now-you-wil_1079538.png",
                            "url": "https://sms4smile.com/quotes/i/e5b/adrian-frutiger-47517_four_i-am-sure-in-some-years-from-now-you-wil_1079538.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“I am sure in some years from now you will see new posters with just white space and four lines in Garamond.” — Adrian Frutiger",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 8,
                    "item": {
                        "@type": "Quotation",
                        "text": "I make solutions that nobody wants to problems that don't exist.",
                        "creator": {
                            "@type": "Person",
                            "name": "Alvin Lustig"
                        },
                        "url": "https://sms4smile.com/quotes/alvin-lustig/i-make-solutions-that-nobody-wants-to-problems-that-don-t-exist/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/a2f/alvin-lustig-79990_design_i-make-solutions-that-nobody-wants-to-pr_263159.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/a2f/alvin-lustig-79990_design_i-make-solutions-that-nobody-wants-to-pr_263159.png",
                            "url": "https://sms4smile.com/quotes/i/a2f/alvin-lustig-79990_design_i-make-solutions-that-nobody-wants-to-pr_263159.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“I make solutions that nobody wants to problems that don't exist.” — Alvin Lustig",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 9,
                    "item": {
                        "@type": "Quotation",
                        "text": "A great typeface is not a collection of beautiful letters, but a beautiful collection of letters.",
                        "creator": {
                            "@type": "Person",
                            "name": "Walter Tracy"
                        },
                        "url": "https://sms4smile.com/quotes/walter-tracy/a-great-typeface-is-not-a-collection-of-beautiful-letters-but-a/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/502/walter-tracy-98959_beautiful_a-great-typeface-is-not-a-collection-of_848450.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/502/walter-tracy-98959_beautiful_a-great-typeface-is-not-a-collection-of_848450.png",
                            "url": "https://sms4smile.com/quotes/i/502/walter-tracy-98959_beautiful_a-great-typeface-is-not-a-collection-of_848450.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“A great typeface is not a collection of beautiful letters, but a beautiful collection of letters.” — Walter Tracy",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 10,
                    "item": {
                        "@type": "Quotation",
                        "text": "Someday I'll design a typeface without a K in it, and then let's see the bastards misspell my name.",
                        "creator": {
                            "@type": "Person",
                            "name": "Frederic Goudy"
                        },
                        "url": "https://sms4smile.com/quotes/frederic-goudy/someday-i-ll-design-a-typeface-without-a-k-in-it-and-then-let-s-see/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/bb5/frederic-goudy-54557_design_someday-i-ll-design-a-typeface-without-a_2115530.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/bb5/frederic-goudy-54557_design_someday-i-ll-design-a-typeface-without-a_2115530.png",
                            "url": "https://sms4smile.com/quotes/i/bb5/frederic-goudy-54557_design_someday-i-ll-design-a-typeface-without-a_2115530.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Someday I'll design a typeface without a K in it, and then let's see the bastards misspell my name.” — Frederic Goudy",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 11,
                    "item": {
                        "@type": "Quotation",
                        "text": "How can there be too many typefaces in the world? Are there too many songs, too many books, too many places to go?",
                        "creator": {
                            "@type": "Person",
                            "name": "Rian Hughes"
                        },
                        "url": "https://sms4smile.com/quotes/rian-hughes/how-can-there-be-too-many-typefaces-in-the-world-are-there-too-many/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/eb6/rian-hughes-76638_book_how-can-there-be-too-many-typefaces-in-t_1984586.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/eb6/rian-hughes-76638_book_how-can-there-be-too-many-typefaces-in-t_1984586.png",
                            "url": "https://sms4smile.com/quotes/i/eb6/rian-hughes-76638_book_how-can-there-be-too-many-typefaces-in-t_1984586.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“How can there be too many typefaces in the world? Are there too many songs, too many books, too many places…” — Rian Hughes",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 12,
                    "item": {
                        "@type": "Quotation",
                        "text": "At first, writing for The New Yorker was very scary to me. I couldn't imagine anything that I would write in that typeface.",
                        "creator": {
                            "@type": "Person",
                            "name": "David Sedaris"
                        },
                        "url": "https://sms4smile.com/quotes/david-sedaris/at-first-writing-for-the-new-yorker-was-very-scary-to-me-i-couldn-t/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/5f1/david-sedaris-333_firsts_at-first-writing-for-the-new-yorker-was_2144866.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/5f1/david-sedaris-333_firsts_at-first-writing-for-the-new-yorker-was_2144866.png",
                            "url": "https://sms4smile.com/quotes/i/5f1/david-sedaris-333_firsts_at-first-writing-for-the-new-yorker-was_2144866.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“At first, writing for The New Yorker was very scary to me. I couldn't imagine anything that I would write in…” — David Sedaris",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 13,
                    "item": {
                        "@type": "Quotation",
                        "text": "Type design moves at the pace of the most conservative reader. The good type-designer therefore realizes that, for a new font to be successful, it has to be so good that only very few recognize its novelty.",
                        "creator": {
                            "@type": "Person",
                            "name": "Stanley Morison"
                        },
                        "url": "https://sms4smile.com/quotes/stanley-morison/type-design-moves-at-the-pace-of-the-most-conservative-reader-the/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/f6e/stanley-morison-68865_being-successful_type-design-moves-at-the-pace-of-the-mos_1274570.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/f6e/stanley-morison-68865_being-successful_type-design-moves-at-the-pace-of-the-mos_1274570.jpg",
                            "url": "https://sms4smile.com/quotes/i/f6e/stanley-morison-68865_being-successful_type-design-moves-at-the-pace-of-the-mos_1274570.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Type design moves at the pace of the most conservative reader. The good type-designer therefore realizes…” — Stanley Morison",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 14,
                    "item": {
                        "@type": "Quotation",
                        "text": "I believe sans serif typefaces - today upheld as models of neutrality and legibility - were called \"Grotesques\" in the 19th century because people thought they were hideous. But now we're used to them.",
                        "creator": {
                            "@type": "Person",
                            "name": "Michael Bierut"
                        },
                        "url": "https://sms4smile.com/quotes/michael-bierut/i-believe-sans-serif-typefaces-today-upheld-as-models-of-neutrality/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/244/michael-bierut-10873_19th-century_i-believe-sans-serif-typefaces-today-uph_1993333.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/244/michael-bierut-10873_19th-century_i-believe-sans-serif-typefaces-today-uph_1993333.png",
                            "url": "https://sms4smile.com/quotes/i/244/michael-bierut-10873_19th-century_i-believe-sans-serif-typefaces-today-uph_1993333.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“I believe sans serif typefaces - today upheld as models of neutrality and legibility - were called…” — Michael Bierut",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 15,
                    "item": {
                        "@type": "Quotation",
                        "text": "I don't think that type should be expressive at all. I can write the word 'dog' with any typeface and it doesn't have to look like a dog. But there are people that [think that] when they write 'dog' it should bark.",
                        "creator": {
                            "@type": "Person",
                            "name": "Massimo Vignelli"
                        },
                        "url": "https://sms4smile.com/quotes/massimo-vignelli/i-don-t-think-that-type-should-be-expressive-at-all-i-can-write-the/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/4cf/massimo-vignelli-13401_bark_i-don-t-think-that-type-should-be-expres_762452.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/4cf/massimo-vignelli-13401_bark_i-don-t-think-that-type-should-be-expres_762452.png",
                            "url": "https://sms4smile.com/quotes/i/4cf/massimo-vignelli-13401_bark_i-don-t-think-that-type-should-be-expres_762452.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“I don't think that type should be expressive at all. I can write the word 'dog' with any typeface and it…” — Massimo Vignelli",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 16,
                    "item": {
                        "@type": "Quotation",
                        "text": "Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards 10 years later.",
                        "creator": {
                            "@type": "Person",
                            "name": "Steve Jobs"
                        },
                        "url": "https://sms4smile.com/quotes/steve-jobs/of-course-it-was-impossible-to-connect-the-dots-looking-forward-when/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/003/steve-jobs-307_backwards_of-course-it-was-impossible-to-connect-t_1145047.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/003/steve-jobs-307_backwards_of-course-it-was-impossible-to-connect-t_1145047.jpg",
                            "url": "https://sms4smile.com/quotes/i/003/steve-jobs-307_backwards_of-course-it-was-impossible-to-connect-t_1145047.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very…” — Steve Jobs",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 17,
                    "item": {
                        "@type": "Quotation",
                        "text": "Berthold is still a good typeface, but even Berthold has some less than attractive features, and then I just cut them off because I didn't like them.",
                        "creator": {
                            "@type": "Person",
                            "name": "Wolfgang Weingart"
                        },
                        "url": "https://sms4smile.com/quotes/wolfgang-weingart/berthold-is-still-a-good-typeface-but-even-berthold-has-some-less/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/e9a/wolfgang-weingart-53369_attractive_berthold-is-still-a-good-typeface-but-ev_420737.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/e9a/wolfgang-weingart-53369_attractive_berthold-is-still-a-good-typeface-but-ev_420737.jpg",
                            "url": "https://sms4smile.com/quotes/i/e9a/wolfgang-weingart-53369_attractive_berthold-is-still-a-good-typeface-but-ev_420737.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Berthold is still a good typeface, but even Berthold has some less than attractive features, and then I just…” — Wolfgang Weingart",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 18,
                    "item": {
                        "@type": "Quotation",
                        "text": "“Rational typefaces are drawn, not written, but their origins still come from the pen. Using a method called “expansion,” stroke weight is defined by the pressure applied to a pointed pen.”",
                        "creator": {
                            "@type": "Person",
                            "name": "Stephen Coles"
                        },
                        "url": "https://sms4smile.com/quotes/stephen-coles/rational-typefaces-are-drawn-not-written-but-their-origins-still-come/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/c28/stephen-coles-19119_typefaces_rational-typefaces-are-drawn-not-written_2935009.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/c28/stephen-coles-19119_typefaces_rational-typefaces-are-drawn-not-written_2935009.jpg",
                            "url": "https://sms4smile.com/quotes/i/c28/stephen-coles-19119_typefaces_rational-typefaces-are-drawn-not-written_2935009.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Rational typefaces are drawn, not written, but their origins still come from the pen. Using a method called…” — Stephen Coles",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 19,
                    "item": {
                        "@type": "Quotation",
                        "text": "The seventies were my fattest decade. Overall I think the seventies were distinctly bulbous. People looked chunky, typefaces were rounded, writing implements penile.",
                        "creator": {
                            "@type": "Person",
                            "name": "Will Self"
                        },
                        "url": "https://sms4smile.com/quotes/will-self/the-seventies-were-my-fattest-decade-overall-i-think-the-seventies/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/ef0/will-self-2296_decade_the-seventies-were-my-fattest-decade-ove_2751375.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/ef0/will-self-2296_decade_the-seventies-were-my-fattest-decade-ove_2751375.png",
                            "url": "https://sms4smile.com/quotes/i/ef0/will-self-2296_decade_the-seventies-were-my-fattest-decade-ove_2751375.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“The seventies were my fattest decade. Overall I think the seventies were distinctly bulbous. People looked…” — Will Self",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 20,
                    "item": {
                        "@type": "Quotation",
                        "text": "Each typeface is a piece of history, like a chip in a mosaic that depicts the development of human communication. Each typeface is also a visual record of the person who created it - his skill as a designer, his philosophy as an artist, his feeling for... the details of each letter and the resulting impressions of an alphabet or a text line.",
                        "creator": {
                            "@type": "Person",
                            "name": "Will Burtin"
                        },
                        "url": "https://sms4smile.com/quotes/will-burtin/each-typeface-is-a-piece-of-history-like-a-chip-in-a-mosaic-that/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/cea/will-burtin-78789_alphabet_each-typeface-is-a-piece-of-history-like_1775729.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/cea/will-burtin-78789_alphabet_each-typeface-is-a-piece-of-history-like_1775729.png",
                            "url": "https://sms4smile.com/quotes/i/cea/will-burtin-78789_alphabet_each-typeface-is-a-piece-of-history-like_1775729.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Each typeface is a piece of history, like a chip in a mosaic that depicts the development of human…” — Will Burtin",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 21,
                    "item": {
                        "@type": "Quotation",
                        "text": "I think a lot of people overlook the importance of the menu as a marketing tool and a way of communicating to the customer what the ambition of their restaurant is. Not only the typeface and the design, but what is it printed on? Is it cheap-looking? Is it the right kind of paper for that restaurant?",
                        "creator": {
                            "@type": "Person",
                            "name": "Joe Bastianich"
                        },
                        "url": "https://sms4smile.com/quotes/joe-bastianich/i-think-a-lot-of-people-overlook-the-importance-of-the-menu-as-a/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/912/joe-bastianich-11198_ambition_i-think-a-lot-of-people-overlook-the-imp_1549663.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/912/joe-bastianich-11198_ambition_i-think-a-lot-of-people-overlook-the-imp_1549663.jpg",
                            "url": "https://sms4smile.com/quotes/i/912/joe-bastianich-11198_ambition_i-think-a-lot-of-people-overlook-the-imp_1549663.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“I think a lot of people overlook the importance of the menu as a marketing tool and a way of communicating…” — Joe Bastianich",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 22,
                    "item": {
                        "@type": "Quotation",
                        "text": "Certain kinds of typeface design and typographic design are designed to persuade: we can make this company look modern if we use a crisp sans serif typeface, or we can make this restaurant look like its been around forever if we use typefaces and layout styles that have been around forever too. But there are other categories, and ballot design is one of them, where the goal should be to be purely functional. There have been notable failures in this category.",
                        "creator": {
                            "@type": "Person",
                            "name": "Michael Bierut"
                        },
                        "url": "https://sms4smile.com/quotes/michael-bierut/certain-kinds-of-typeface-design-and-typographic-design-are-designed/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/21d/michael-bierut-10873_ballots_certain-kinds-of-typeface-design-and-typ_1615837.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/21d/michael-bierut-10873_ballots_certain-kinds-of-typeface-design-and-typ_1615837.png",
                            "url": "https://sms4smile.com/quotes/i/21d/michael-bierut-10873_ballots_certain-kinds-of-typeface-design-and-typ_1615837.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Certain kinds of typeface design and typographic design are designed to persuade: we can make this company…” — Michael Bierut",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 23,
                    "item": {
                        "@type": "Quotation",
                        "text": "There was a time when most people had a choice between two kinds of personal communication, handwriting or using a typewriter. Today, people are invited to choose from a list of (surprisingly exotic) typefaces every time they turn on their computer. I think this has made everyone more aware of the idea that picking a typeface is a conscious choice.",
                        "creator": {
                            "@type": "Person",
                            "name": "Michael Bierut"
                        },
                        "url": "https://sms4smile.com/quotes/michael-bierut/there-was-a-time-when-most-people-had-a-choice-between-two-kinds-of/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/c2d/michael-bierut-10873_choices_there-was-a-time-when-most-people-had-a_822793.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/c2d/michael-bierut-10873_choices_there-was-a-time-when-most-people-had-a_822793.png",
                            "url": "https://sms4smile.com/quotes/i/c2d/michael-bierut-10873_choices_there-was-a-time-when-most-people-had-a_822793.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“There was a time when most people had a choice between two kinds of personal communication, handwriting or…” — Michael Bierut",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 24,
                    "item": {
                        "@type": "Quotation",
                        "text": "I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating.",
                        "creator": {
                            "@type": "Person",
                            "name": "Steve Jobs"
                        },
                        "url": "https://sms4smile.com/quotes/steve-jobs/i-learned-about-serif-and-san-serif-typefaces-about-varying-the/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/7df/steve-jobs-307_beautiful_i-learned-about-serif-and-san-serif-type_1001776.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/7df/steve-jobs-307_beautiful_i-learned-about-serif-and-san-serif-type_1001776.jpg",
                            "url": "https://sms4smile.com/quotes/i/7df/steve-jobs-307_beautiful_i-learned-about-serif-and-san-serif-type_1001776.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“I learned about serif and san serif typefaces, about varying the amount of space between different letter…” — Steve Jobs",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 25,
                    "item": {
                        "@type": "Quotation",
                        "text": "I hate to see great works of literature ghettoized, whereas others that conform to the rules, conventions, and procedures of the genre we call literary fiction get accorded greater esteem and privilege. I also have a problem with how books are marketed, with certain cover designs and typefaces. They're often stamped with an identity that has nothing to do with their effect on the reader.",
                        "creator": {
                            "@type": "Person",
                            "name": "Michael Chabon"
                        },
                        "url": "https://sms4smile.com/quotes/michael-chabon/i-hate-to-see-great-works-of-literature-ghettoized-whereas-others/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/d32/michael-chabon-627_book_i-hate-to-see-great-works-of-literature_2637145.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/d32/michael-chabon-627_book_i-hate-to-see-great-works-of-literature_2637145.png",
                            "url": "https://sms4smile.com/quotes/i/d32/michael-chabon-627_book_i-hate-to-see-great-works-of-literature_2637145.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“I hate to see great works of literature ghettoized, whereas others that conform to the rules, conventions…” — Michael Chabon",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 26,
                    "item": {
                        "@type": "Quotation",
                        "text": "“When sans serif printing type first appeared in the early to mid-1800s, some found the style so strange they called it “grotesque.” These typefaces kept the nickname even after they gained popularity and Grotesque (or “Grotesk” in German-speakers) is now associated with any sans serif in this early style. The characteristics of Grotesque typefaces are similar”",
                        "creator": {
                            "@type": "Person",
                            "name": "Stephen Coles"
                        },
                        "url": "https://sms4smile.com/quotes/stephen-coles/when-sans-serif-printing-type-first-appeared-in-the-early-to-mid/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/bf6/stephen-coles-19119_quote_when-sans-serif-printing-type-first-appe_1577933.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/bf6/stephen-coles-19119_quote_when-sans-serif-printing-type-first-appe_1577933.jpg",
                            "url": "https://sms4smile.com/quotes/i/bf6/stephen-coles-19119_quote_when-sans-serif-printing-type-first-appe_1577933.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“When sans serif printing type first appeared in the early to mid-1800s, some found the style so strange they…” — Stephen Coles",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 27,
                    "item": {
                        "@type": "Quotation",
                        "text": "Most people have no idea how much goes into designing a typeface. Twenty-six letters in the alphabet, usually with two versions of each, upper and lower case. Punctuation and alternate characters and numbers - let's not forget numbers - can add another 40 or so.",
                        "creator": {
                            "@type": "Person",
                            "name": "Michael Bierut"
                        },
                        "url": "https://sms4smile.com/quotes/michael-bierut/most-people-have-no-idea-how-much-goes-into-designing-a-typeface/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/126/michael-bierut-10873_add_most-people-have-no-idea-how-much-goes-i_418036.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/126/michael-bierut-10873_add_most-people-have-no-idea-how-much-goes-i_418036.png",
                            "url": "https://sms4smile.com/quotes/i/126/michael-bierut-10873_add_most-people-have-no-idea-how-much-goes-i_418036.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Most people have no idea how much goes into designing a typeface. Twenty-six letters in the alphabet…” — Michael Bierut",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 28,
                    "item": {
                        "@type": "Quotation",
                        "text": "“blackletter has come to represent a certain reverence and antiquity. There are various forms, such as the French/Flemish Bâtarde, or the German Schwabacher and Fraktur, but the style familiar to most modern-day readers is Textura (colloquially — and inaccurately — called Old English). Yet most Textura typefaces still aren’t very legible to a public accustomed to roman letterforms. Cabazon alleviates that issue by keeping things fairly informal and free of ornamentation.”",
                        "creator": {
                            "@type": "Person",
                            "name": "Stephen Coles"
                        },
                        "url": "https://sms4smile.com/quotes/stephen-coles/blackletter-has-come-to-represent-a-certain-reverence-and-antiquity/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/fe5/stephen-coles-19119_old-english_blackletter-has-come-to-represent-a-cert_1969496.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/fe5/stephen-coles-19119_old-english_blackletter-has-come-to-represent-a-cert_1969496.jpg",
                            "url": "https://sms4smile.com/quotes/i/fe5/stephen-coles-19119_old-english_blackletter-has-come-to-represent-a-cert_1969496.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“blackletter has come to represent a certain reverence and antiquity. There are various forms, such as the…” — Stephen Coles",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 29,
                    "item": {
                        "@type": "Quotation",
                        "text": "If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it's likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backward 10 years later.",
                        "creator": {
                            "@type": "Person",
                            "name": "Steve Jobs"
                        },
                        "url": "https://sms4smile.com/quotes/steve-jobs/if-i-had-never-dropped-in-on-that-single-course-in-college-the-mac-2/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/389/steve-jobs-307_calligraphy_if-i-had-never-dropped-in-on-that-single_342739.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/389/steve-jobs-307_calligraphy_if-i-had-never-dropped-in-on-that-single_342739.jpg",
                            "url": "https://sms4smile.com/quotes/i/389/steve-jobs-307_calligraphy_if-i-had-never-dropped-in-on-that-single_342739.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces…” — Steve Jobs",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 30,
                    "item": {
                        "@type": "Quotation",
                        "text": "“Most people will likely encounter Ingeborg’s showy Display variants: the decorative fill and shadow of Block, and the buxom swashes of Fat Italic. These are indeed finely crafted crowd-pleasers, but the typeface’s more important contribution to typography is in the text weights. Michael Hochleitner managed to comfortably combine the neoclassical glamour of Didones, the readability of other Rational typefaces like the Scotch Romans, and the sturdiness of a slab serif. The result is a very original design that is both beautiful and practical. Good for: Books. Magazines. Substance and style.”",
                        "creator": {
                            "@type": "Person",
                            "name": "Stephen Coles"
                        },
                        "url": "https://sms4smile.com/quotes/stephen-coles/most-people-will-likely-encounter-ingeborg-s-showy-display-variants/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/003/stephen-coles-19119_quote_most-people-will-likely-encounter-ingebo_1129205.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/003/stephen-coles-19119_quote_most-people-will-likely-encounter-ingebo_1129205.jpg",
                            "url": "https://sms4smile.com/quotes/i/003/stephen-coles-19119_quote_most-people-will-likely-encounter-ingebo_1129205.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Most people will likely encounter Ingeborg’s showy Display variants: the decorative fill and shadow of…” — Stephen Coles",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 31,
                    "item": {
                        "@type": "Quotation",
                        "text": "Typographical design should perform optically what the speaker creates through voice and gesture of his thoughts.",
                        "creator": {
                            "@type": "Person",
                            "name": "El Lissitzky"
                        },
                        "url": "https://sms4smile.com/quotes/el-lissitzky/typographical-design-should-perform-optically-what-the-speaker/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/f81/el-lissitzky-43285_design_typographical-design-should-perform-opti_582685.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/f81/el-lissitzky-43285_design_typographical-design-should-perform-opti_582685.png",
                            "url": "https://sms4smile.com/quotes/i/f81/el-lissitzky-43285_design_typographical-design-should-perform-opti_582685.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Typographical design should perform optically what the speaker creates through voice and gesture of his…” — El Lissitzky",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 32,
                    "item": {
                        "@type": "Quotation",
                        "text": "The meaning is in the content of the text and not in the typeface, and that is why we loved Helvetica very much.",
                        "creator": {
                            "@type": "Person",
                            "name": "Wim Crouwel"
                        },
                        "url": "https://sms4smile.com/quotes/wim-crouwel/the-meaning-is-in-the-content-of-the-text-and-not-in-the-typeface-and/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/709/wim-crouwel-43123_happiness_the-meaning-is-in-the-content-of-the-tex_2914205.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/709/wim-crouwel-43123_happiness_the-meaning-is-in-the-content-of-the-tex_2914205.png",
                            "url": "https://sms4smile.com/quotes/i/709/wim-crouwel-43123_happiness_the-meaning-is-in-the-content-of-the-tex_2914205.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“The meaning is in the content of the text and not in the typeface, and that is why we loved Helvetica very…” — Wim Crouwel",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 33,
                    "item": {
                        "@type": "Quotation",
                        "text": "I'm not an expert in typefaces that serve scientific writing, but I'd guess that's another dozen or two.",
                        "creator": {
                            "@type": "Person",
                            "name": "Michael Bierut"
                        },
                        "url": "https://sms4smile.com/quotes/michael-bierut/i-m-not-an-expert-in-typefaces-that-serve-scientific-writing-but-i-d/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/917/michael-bierut-10873_dozen_i-m-not-an-expert-in-typefaces-that-serv_2713094.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/917/michael-bierut-10873_dozen_i-m-not-an-expert-in-typefaces-that-serv_2713094.png",
                            "url": "https://sms4smile.com/quotes/i/917/michael-bierut-10873_dozen_i-m-not-an-expert-in-typefaces-that-serv_2713094.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“I'm not an expert in typefaces that serve scientific writing, but I'd guess that's another dozen or two.” — Michael Bierut",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 34,
                    "item": {
                        "@type": "Quotation",
                        "text": "By the year 2000 every secretary will have a favorite typeface.",
                        "creator": {
                            "@type": "Person",
                            "name": "Roger Black"
                        },
                        "url": "https://sms4smile.com/quotes/roger-black/by-the-year-2000-every-secretary-will-have-a-favorite-typeface/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/357/roger-black-84774_design_by-the-year-2000-every-secretary-will-ha_567663.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/357/roger-black-84774_design_by-the-year-2000-every-secretary-will-ha_567663.jpg",
                            "url": "https://sms4smile.com/quotes/i/357/roger-black-84774_design_by-the-year-2000-every-secretary-will-ha_567663.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“By the year 2000 every secretary will have a favorite typeface.” — Roger Black",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 35,
                    "item": {
                        "@type": "Quotation",
                        "text": "Type is saying things to us all the time. Typefaces express a mood, an atmosphere. They give words a certain coloring.",
                        "creator": {
                            "@type": "Person",
                            "name": "Rick Poynor"
                        },
                        "url": "https://sms4smile.com/quotes/rick-poynor/type-is-saying-things-to-us-all-the-time-typefaces-express-a-mood-an/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/243/rick-poynor-67484_atmosphere_type-is-saying-things-to-us-all-the-time_1828547.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/243/rick-poynor-67484_atmosphere_type-is-saying-things-to-us-all-the-time_1828547.png",
                            "url": "https://sms4smile.com/quotes/i/243/rick-poynor-67484_atmosphere_type-is-saying-things-to-us-all-the-time_1828547.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Type is saying things to us all the time. Typefaces express a mood, an atmosphere. They give words a certain…” — Rick Poynor",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 36,
                    "item": {
                        "@type": "Quotation",
                        "text": "When I put my pen to a blank sheet, black isn’t added but rather the white sheet is deprived of light. [] Thus I also grasped that the empty spaces are the most important aspect of a typeface.",
                        "creator": {
                            "@type": "Person",
                            "name": "Adrian Frutiger"
                        },
                        "url": "https://sms4smile.com/quotes/adrian-frutiger/when-i-put-my-pen-to-a-blank-sheet-black-isn-t-added-but-rather-the/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/35c/adrian-frutiger-47517_aspect_when-i-put-my-pen-to-a-blank-sheet-black_447077.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/35c/adrian-frutiger-47517_aspect_when-i-put-my-pen-to-a-blank-sheet-black_447077.png",
                            "url": "https://sms4smile.com/quotes/i/35c/adrian-frutiger-47517_aspect_when-i-put-my-pen-to-a-blank-sheet-black_447077.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“When I put my pen to a blank sheet, black isn’t added but rather the white sheet is deprived of light. []…” — Adrian Frutiger",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 37,
                    "item": {
                        "@type": "Quotation",
                        "text": "Putting beautiful typefaces on weak ad .. Is like Putting make-up on a corpse it may look beautiful, But it is still dead.",
                        "creator": {
                            "@type": "Person",
                            "name": "Stavros Cosmopulos"
                        },
                        "url": "https://sms4smile.com/quotes/stavros-cosmopulos/putting-beautiful-typefaces-on-weak-ad-is-like-putting-make-up-on-a/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/fb3/stavros-cosmopulos-279405_advertising_putting-beautiful-typefaces-on-weak-ad-i_792849.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/fb3/stavros-cosmopulos-279405_advertising_putting-beautiful-typefaces-on-weak-ad-i_792849.jpg",
                            "url": "https://sms4smile.com/quotes/i/fb3/stavros-cosmopulos-279405_advertising_putting-beautiful-typefaces-on-weak-ad-i_792849.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Putting beautiful typefaces on weak ad .. Is like Putting make-up on a corpse it may look beautiful, But it…” — Stavros Cosmopulos",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 38,
                    "item": {
                        "@type": "Quotation",
                        "text": "In the new computer age, the proliferation of typefaces and type manipulations represents a new level of visual pollution threatening our culture. Out of thousands of typefaces, all we need are a few basic ones, and trash the rest.",
                        "creator": {
                            "@type": "Person",
                            "name": "Massimo Vignelli"
                        },
                        "url": "https://sms4smile.com/quotes/massimo-vignelli/in-the-new-computer-age-the-proliferation-of-typefaces-and-type/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/13a/massimo-vignelli-13401_age_in-the-new-computer-age-the-proliferatio_2136251.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/13a/massimo-vignelli-13401_age_in-the-new-computer-age-the-proliferatio_2136251.png",
                            "url": "https://sms4smile.com/quotes/i/13a/massimo-vignelli-13401_age_in-the-new-computer-age-the-proliferatio_2136251.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“In the new computer age, the proliferation of typefaces and type manipulations represents a new level of…” — Massimo Vignelli",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 39,
                    "item": {
                        "@type": "Quotation",
                        "text": "“Minion is perhaps the most vanilla of serif typefaces. This isn’t necessarily a negative — often the goal of a text face is to make as little aesthetic impact as possible. Minion does just that.”",
                        "creator": {
                            "@type": "Person",
                            "name": "Stephen Coles"
                        },
                        "url": "https://sms4smile.com/quotes/stephen-coles/minion-is-perhaps-the-most-vanilla-of-serif-typefaces-this-isn-t/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/ba0/stephen-coles-19119_goals_minion-is-perhaps-the-most-vanilla-of-se_2649261.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/ba0/stephen-coles-19119_goals_minion-is-perhaps-the-most-vanilla-of-se_2649261.jpg",
                            "url": "https://sms4smile.com/quotes/i/ba0/stephen-coles-19119_goals_minion-is-perhaps-the-most-vanilla-of-se_2649261.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Minion is perhaps the most vanilla of serif typefaces. This isn’t necessarily a negative — often the goal of…” — Stephen Coles",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 40,
                    "item": {
                        "@type": "Quotation",
                        "text": "When a type design is good it is not because each individual letter of the alphabet is perfect in form, but because there is a feeling of harmony and unbroken rhythm that runs through the whole design, each letter kin to every other and to all.",
                        "creator": {
                            "@type": "Person",
                            "name": "Frederic Goudy"
                        },
                        "url": "https://sms4smile.com/quotes/frederic-goudy/when-a-type-design-is-good-it-is-not-because-each-individual-letter/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/cfc/frederic-goudy-54557_alphabet_when-a-type-design-is-good-it-is-not-bec_2956772.png",
                            "contentUrl": "https://sms4smile.com/quotes/i/cfc/frederic-goudy-54557_alphabet_when-a-type-design-is-good-it-is-not-bec_2956772.png",
                            "url": "https://sms4smile.com/quotes/i/cfc/frederic-goudy-54557_alphabet_when-a-type-design-is-good-it-is-not-bec_2956772.png",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“When a type design is good it is not because each individual letter of the alphabet is perfect in form, but…” — Frederic Goudy",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                }
            ]
        },
        {
            "@type": "CollectionPage",
            "@id": "https://sms4smile.com/quotes/about/typefaces/#webpage",
            "url": "https://sms4smile.com/quotes/about/typefaces/",
            "name": "Typefaces Quotes",
            "isPartOf": {
                "@id": "https://sms4smile.com/quotes/#website"
            },
            "mainEntity": {
                "@id": "https://sms4smile.com/quotes/about/typefaces/#itemlist"
            },
            "primaryImageOfPage": {
                "@id": "https://sms4smile.com/quotes/i/814/wolfgang-weingart-53369_design_anyone-who-uses-helvetica-knows-nothing_1151546.jpg"
            },
            "description": "Browse 48 Typefaces quotes by 28 authors. Discover the best Typefaces sayings and thoughts.",
            "breadcrumb": {
                "@id": "https://sms4smile.com/quotes/about/typefaces/#breadcrumb"
            }
        },
        {
            "@type": "BreadcrumbList",
            "@id": "https://sms4smile.com/quotes/about/typefaces/#breadcrumb",
            "itemListElement": [
                {
                    "@type": "ListItem",
                    "position": 1,
                    "name": "Home",
                    "item": "https://sms4smile.com/"
                },
                {
                    "@type": "ListItem",
                    "position": 2,
                    "name": "Quotes",
                    "item": "https://sms4smile.com/quotes/"
                },
                {
                    "@type": "ListItem",
                    "position": 3,
                    "name": "Topics",
                    "item": "https://sms4smile.com/quotes/categories/"
                },
                {
                    "@type": "ListItem",
                    "position": 4,
                    "name": "Typefaces Quotes",
                    "item": "https://sms4smile.com/quotes/about/typefaces/"
                }
            ]
        },
        {
            "@type": "WebSite",
            "@id": "https://sms4smile.com/quotes/#website",
            "name": "SMS4Smile Quotes",
            "url": "https://sms4smile.com/quotes/",
            "publisher": {
                "@id": "https://sms4smile.com/quotes/#organization"
            }
        },
        {
            "@type": "Organization",
            "@id": "https://sms4smile.com/quotes/#organization",
            "name": "SMS4Smile Quotes",
            "url": "https://sms4smile.com/quotes/",
            "logo": {
                "@type": "ImageObject",
                "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png",
                "width": 512,
                "height": 512
            }
        }
    ]
}
```