When initially a narrative is imposed on the formal design of the typeface, it can easily drop off later, but at least that doesn't lessen the usefulness of that narrative. What we impose is within the context of what goes on in the world, and the changes that result are usually small. Design is very affirmative in that way. We're affirming other people's ideas, affirming other people's messages and combining them with our own. I don't see our role at all as forcing a change on communication.
Communication is always in flux.
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