How To Fall In Love With Letters, According To A Typography Icon

Priscilla Frank | Huffington Post | 11th September 2015

Alan Petholick glimpsed his future career as a junior in an ad agency “I kept getting fired from these agencies because I spent too much time worrying about what the type looked like instead of selling the soap.” He became a pioneer of “expressive typography”– designing letterforms so that “the reader can really feel what the word means, not just read it”.