… type design is widely seen as the last arena where the graphic designer is still in charge of his or her own work. Typeface designers will bang the table and say that commissioners of typefaces are every bit as picky as commissioners of other types of graphic production. … typeface design feels like one of the last arenas of free expression. It also feels like the exercise of a craft. It feels like proper old-fashioned ‹making›, at a time when huge areas of graphic design practice have become increasingly robotic. Adrian Shaughnessy .