1.
Typography has one plain duty before it and that is to convey information in writing. No argument or consideration can absolve typography from this duty.
Emil Ruder
2.
To design is to plan, to order, to relate, and to control. In short, it opposes all means of disorder and accident.
Emil Ruder
3.
A printed work, which cannot be read, becomes a product without purpose.
Emil Ruder
4.
Today we are inundated with such an immense flood of printed matter that the value of individual work has depreciated, for our harassed contemporaries simply cannot take everything that is printed today. It is the typographer's task to divide up and organize and interpret this mass of printed matter in such a way that the reader will have a good chance of finding what is of interest to him.
Emil Ruder
5.
They should make new ways to better design buildings and books. The computer was the end of Swiss typography!
Emil Ruder
6.
They work now with computers for building buildings and books, but not ever with new ideas.
Emil Ruder