During the early years of industrialisation, typefaces used in large sizes became a tool to market new products. Meaning that they became more than just a tool to print ideas and thinking—their design and style began to be dictated by function, as with Egyptian typefaces. This term was used to describe heavy titling faces, generally with large serifs or simply without any, not because Fat faces came from Egypt but simply because of a fascination with Antiquity in all things related to the arts and architecture. Jean François Porchez.