More Copy than Concept

A copywriter who can tell Eric Gill from Claude Garamond? How odd.

But why?

When all those words I so carefully write so obviously depend on the
skills of art directors and typographers to make them sing?

That’s why I’ve never understood how hours can be lavished on copy,
without having some sympathy for how words look, as well as feel. It’s an approach that’s won me a healthy client list, a few awards, and, I hope, the respect of the creatives and clients I work with. And one that works as well for a closely-argued corporate brochure as it does for a three word headline. Which, when you think about it, isn’t really odd at all.

At least, nowhere near as odd as Eric Gill.