Emigre continues to highlight the experimental spirit that lurks within the field of graphic design. I'd like stop selling too much of my soul. The battle modern art fought with bourgeois complacency was simultaneous with the rise of consumer capitalism, where every stylistic twitch was symbolic fodder for a new, different and often modern codification of taste. Capitalism, of course, holds no special place for modern values. Modern values simply serve to brand the image of one product or class of publication over the folksy or traditional image that another product might demand.
Style is market-driven.
Style has no intrinsic worth apart from the image it ascribes to a product. I could live with a payment of one penny for every time one of my letters appeared on television or in printed media. In fact, I would give my fonts out for free if such a licensing structure was in force. Inc. All rights reserved. Inc. Emigre is a registered trademark of Emigre Graphics.