is passive, detached and objective. The goal is to effectively communicate a message while still enhancing readability and evoking a certain tone or appearance to the reader. Aiming to be legible, clear and authentic- both the reader and the text, in other words, the verbal and visual elements, simultaneously come together to help shape our understanding of whatever needs to be consumed.

"[Typographic style and layout] do not obstruct the transmission of meaning."Jan Tschichold codified the principles of modern typography in his 1928