3. The ability of computers and contemporary production methods to
generate type at any size on virtually any substrate tends to blind us to the
subtle but important differences between lettering and type and to the
needs of permanent or semi–permanent display in an environmental
context as distinct from the needs of print on paper or screen.
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4. It is this essential awareness of the context and the methods of
production of a given piece of lettering which must be exploited. The
degree to which this is exploited varies: at one extreme may be a
concern for informative aspects/utility while at the other is
expression.
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