My background is in corporate identity and branding. One approach that I try to follow in the work that I do is my strive for subtlety and simplicity. The great Dieter Rams summed this up much better than I can in his phrase “Less, but better”. The catch of course is that this is easier said than done, and it requires you to be more attentive and strategic about what is essential and what is not. The other concept is that of the 'golden mean', first coined by Aristotle to judge and evaluate character in the people around us, but also applicable to producing any work of consistent value. In people, qualities such as courage, liberality, friendliness, wittiness and modesty are incidentally all attributes that a good typeface should posses. I find this relation both daunting and intriguing, but also a good base for exploring and developing typefaces that are timeless and universally appealing.