We named the project rooms in Adaptive Path’s new San Francisco office after typefaces. This made the type nerd in me happy and hopeful about the respect paid to typography on UX design. Recently something inspired to me to crack open the bible of print typography, “The Elements of Typographic Style,” by Robert Bringhurst. As a student this dense book, first published almost 20 years ago, was the bane of my existence. But revisiting it I was struck by how the rules of good typography reflect those of effective UX design. Below are a couple quotes that resonated with both the type and UX nerd in me. Honor the content. “Typography exists to honor the content…Typography must often draw attention to itself before it will be read. Yet in order to be read it must relinquish the attention it has drawn.” A typographer walks a fine line between giving personality to a text without dishonoring the content. As UX designers we balance guiding users