Consumerism Quote by Robert Bringhurst
““Logograms pose a more difficult question. An increasing number of persons and institutions, from archy and mehitabel to PostScript and TrueType, come to the typographer in search of special treatment.In earlier days it was kings and deities whose agents demanded that their names be written in a larger size or set in a specially ornate typeface; not it is business firms and mass-market products demanding an extra helping of capitals, or a proprietary face, and poets pleading, by contrast, to be left entirely in the vernacular lower case. But type is visible speech, in which gods and men, saints and sinners, poets and business executives are treated fundamentally alike . Typographers, in keeping with the virtue of their trade, honor the stewardship of texts and implicitly oppose private ownership of words.””
About This Quote
The passage argues that typographers must balance diverse demands—royal, commercial, poetic—while preserving the democratic nature of text, resisting the commodification of language.
In simple terms: Typography mediates power and accessibility in written communication.
Key Takeaway
Design should serve the text, not dominate it.
Themes
Power dynamics
Design ethics
Cultural hierarchy
Language democratization
Commercial influence
Mood
Reflective
Critical
Type
Philosophical
Observational
When to use this quote
- Corporate branding
- Literary publishing
- Religious inscriptions
- Digital UI design
Key Concepts
Typographic hierarchy
Brand identity
Literary authenticity
Practical Applications
- Guidelines for inclusive typeface selection
- Policy for open‑source font licensing
Questions to Reflect On
- How does a typographer decide when to prioritize client wishes over textual integrity?
- What responsibilities do designers have in preventing language commodification?
