Type – Adapted to Everyday Life

And there is another issue which Adrian Frutiger believes anyone who has to do with design is obliged to consider. He postulates that there is a danger in being overly obsessed with fashion and slipping into a perpetual state design narcissism. The quality of type, images, design and media must always be seen in a pragmatic light. “Type and design which is too overbearing is not fulfilling its purpose, because it is distracting us from the contents.”

This core message accurately mirrors his own character. Friends and business partners alike have come to appreciate Frutiger for those qualities which seem to have become a true rarity nowadays: his inner peace and concentration, consistency and modesty, dynamics and endurance, vision and pragmatism. Even at the ripe age of 76, his intellect is as quick and as flexible as ever. He shines with stunning clarity in conversation and he is able to convey both fundamental knowledge and amazing visions in highly vivid and easily understandable words.

Search with the keyword for ‘Frutiger’ to find all fonts in the Linotype Library designed by Adrian Frutiger.