I often equate type design to writing music. A lot of work I do is custom work, working with a client, mobile user interface, or a print magazine. It's similar to going up to a musician and saying: ‹Write me a jingle. And it has to be written in this key, and it's going to be sung by a male so it has to be low in the register, and we want it up tempo,› and all these other sort of things they might specify for a piece of music. It is similar for specifying what they want in the typeface. That builds the structure. Steve Matteson.