Typographic rules should be bent but not broken

In response to Eleanor Tanner’s letter Legibility is being lost in typographic design (Letters, DW 3 September), new technologies and software, Photoshop filters and application gizmos are running riot in our design studios.

The effect on our work is to stimulate a dynamic approach to graphic design. While we remain disciplined in our approach to typographic design, we are keenly aware that times are changing.

Beyond the rule books of legibility and readability the “typographic terrorist” is born. Beyond the sacred laws of Frederick Gaudy and Eric Gill, the terrorist disregards all classical “rules”.

The composition of typography, the style, mood and feel, have become more important than the legibility of words themselves. There is terrorism in the brilliance of Neville Brody’s work. His willingness to express himself against conventions has pioneered new looks (The Face, for example) and a new style and culture has evolved.

Provocative “cultural branding” has become more important to the client and consumer. As a result, good old-fashioned legibility has gone sideways.

Mark Bate

Creative director

Qwerty Graphics

Berkshire RG7 4PE