Bruce Mau

'If fonts are iconic, they also have memory. somehow they remember every message that travels through them. They recall the things they were once asked to say. And over time, they take on the character of those collective meanings.'

This was a quote from a brief that we were given by our tutors, on typography, Initially i didn't quite understand it , but when you stop and consider it its not the type remembering the message it once gave us, its relating that text with some product or message that we have stumbled across and held in some unimportant part of our brain just a footnote at the back. But as a designer that message that people relate with that text is so vital, i need to be aware of these subtleties and messages. open my eyes, bring that footnote to the front, and file it properly, and make concious choices of which relate to those past messages within that txt.