"No"

“A ‘No’ uttered from the deepest conviction is better than a ‘Yes’ merely uttered to please, or worse, to avoid trouble.”

— Mahatma Gandhi

The Typographer's one essential task

“The typographer’s one essential task is to interpret and communicate the text. Its tone, its tempo, its logical structure, its physical size, all determine the possibilities of its typographic form. The typographer is to the text as the theatrical director to the script, or the musician to the score.”

— The Elements of Typographic Style by Robert Bringhurst