Learning a lot about the effects of typography as a medium of communication from Marshall McLuhan (who coined the adage; ‘the medium is the message’). You may not know it now, but the typography used in your business plays a critical role in the mind of a recipient of your message. A student of media, semiotics, business and typography (all understood to be under the category of design), I’ve started a creative service; branding. My types are part hobby, as to my interest in the forms and of semiotics, part portfolio oriented (as to demonstrate capabilities in creating unique distinctive brand assets), and of course, I'd love to design bespoke typefaces for businesses. Here's a little more on why I believe type changed the world (and what it means to us).McLuhan wrote that written language, especially when conveyed through the phonetic alphabet, created an entirely new environment that individuated ones senses. As a matter of experience, one has to exit the collective mindset of sound and song when reading, and enter into a uniform, individuated world that you alone translate. Plato and Aristotle’s rationality differ from the stories conveyed through song by Homer, with the new invention of codified language. Then came Gutenberg who introduced repeatability to bring literacy to the masses—the new era of the individual, of Descartes, Locke and Machiavelli. Our phonetic alphabet is akin to the wheel, the servo-mechanism, the road, etc., insofar as it creates an individuated environment. The alphabet was the secret to western success.