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“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.”
― Massimo Vignelli

“You can say, "I love you," in Helvetica. And you can say it with Helvetica Extra Light if you want to be really fancy. Or you can say it with the Extra Bold if it's really intensive and passionate, you know, and it might work.”
― Massimo Vignelli

“It's not a remarkable note except for one thing. The typeface Tony used to print it is the exact typeface Kubrick used for the posters and title sequences of 'Eyes Wide Shut' and '2001'.
'It's Futura Extra Bold,' explains Tony. 'It was Stanley's favorite typeface. It's sans serif. He liked Helvetica and Univers too. Clean and elegant.'
'Is this the kind of thing you and Kubrick used to talk about?' I asked.
'God, yes,' says Tony. 'Sometimes late into the night. I was always trying to persuade him to turn away from them. But he was wedded to his sans serifs.”
― Jon Ronson, Lost At Sea: The Jon Ronson Mysteries

“Helvetica is good for typographers who do not know what to say.”
― Thomas Bohm