Max Kerning on typography:


/If you want type that’s distracting (rather than clarifying), create a mask with text. But if you do that, you are an idiot.


/ If type becomes illegible after it’s been photocopied several times, your font choice was unwise. Good type will not be degraded.


/ Do not besmirch proper letter spacing by using improper punctuation. Only idiots place a period outside a closing quotation mark.


/ A double space after a period is a double no. We're no longer living in the dark ages of the typewriter. Which was never right at all. No.


/ Forgery and fakery are not acceptable. Never settle for faux italics.


/ In general, avoid a font with the word casual in its name—or any font with a name which includes an inappropriate use of the letter z.


/One must never, ever, ever distress Helvetica. Even in jest. No Señor.


/ Avoid typefaces with ostentatious ears. A lowercase g should not look like it’s auditioning to be Dumbo.


/ You should never feel that perfecting your letter spacing is tedious, but if you erroneously do, remember that space is an odyssey.


/ When your letters are in line, your life is in line.


/ Good typography is good to readers. If you’ve chosen a font that looks like it could poke an eye out, you have not chosen wisely.


/ Under no circumstances are you to use bubble letters. They deserve to be deflated—permanently.


/ Overlapping letters are overlapping idiocy.


/Some say clean type is boring. But it is not. A well chosen combination of typefaces can be most invigorating.


/ Baselines should never appear to be suffering from scoliosis.


/ Of course loops are necessary in some letters. Loopiness, however, is verboten.