If you look closely enough a character is a piece of art in its own playful right. It’s a small thing with a big expression. As experts in the field of wayfinding typography is a key tool for us. However, our work is always confined to function: A well-designed signpost is reflected in ease of perception and harmony within the visual hierarchy of elements. Readability is paramount in airports. Therefore, we work on finding suitable fonts where the so-called counter, the inner space of the letter, is big. Addressing the challenge of adjusting fonts in different languages to one another is a big issue in airports too. Typography is also culture and we always investigate how a certain font is used in a certain culture. It might be that a certain Arabic font works well with other typefaces we have chosen for our signage, but if that font is normally used for commercial purposes, it may not be suitable. Credibility and the feeling of safety go hand in hand – in Oman’s airport as well as Heathrow. Last, but not least, the chosen typography should fit, and at best add a layer to, the expression of the room, building and culture where it’s exposed. A library calls for a different tone than a shopping mall.