

In Issue 1 of Gratuitous Type, David Smith chronicles his changing (and unchanging) typographic interests over the course of his career — from the “MAC trash” of the 90s through to the typography of his most recent projects. In the following excerpt, David discusses the founding design and typographic principles on which his studio, Atelier David Smith:
“One of the most naive principles was that we had to be proud and confident in showing 100% of our output. Whatever we did had to be as good as it could possibly be relative to the time, opportunity and budgets available. Too many studios have 5% of work that they showcase and 95% that’s “bread and butter” — a euphemism for mediocrity.
“Typographic principles? Easy. No Helvetica.”
More of Issue 1. Images courtesy of Atelier David Smith. © David Smith