You can’t pick a nice, modern typeface if the city is actually really run down. People can quickly see through it. You can’t rebrand something and then tell people ‹This is what your city is like,› because if it’s not, they’ll just say ‹That’s rubbish, it’s not like that at all.›

A new typeface in itself isn’t going to change a city, but it might help change the mindset of the people in a city and inspire them to make the change themselves.

Paul Bailey.