by
Pao & Paws
There are thousands of typefaces and more being produced monthly.
It is a continual challenge for designers to select the exact typeface
best suited for a project. In collaboration with the School of St.
Martin, Art Center Pasadena, Rhode Island School of Design, Basel, and
Yale Design School, 30 Essential Typefaces for a Lifetime defines 30 of
the most useful and classic typefaces for all design needs and
occasions. Neville Brody imagined “it takes 10 years for someone to
master a typeface.” This book contains “typefaces for a lifetime.”
Pao & Paws is a creative agency founded by
Imin Pao and Ivee Hu in September 1998. They are based in Taipei, and
have international representatives in London, New York, and Tokyo. The
partnership services a wide range of clients including Nike, Philips
Electronics, AT&T, Toshiba, Motorola, Nissan, Citibank, Citicorp,
K-swiss, Sony, Universal Rocords, Johnnie Walker, Epson, Xerox,
Lancome, Nuskin, Levi’s, and MTV Asia. They have completed more than
6,000 projects, spanning CIS systems, TVC, print ads, posters,
catalogs, packaging design, product design, MTV, album design, display
design, exhibition design, and website design and publishing.
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Graphic Design 
