Think for a moment about how many times you come across digital or printed words on any

given morning. You check the messages on your phone, read the New York Times with your coffee,

and pass by billboards on the freeway. You're probably paying more attention to what these

words say than what they look like.

But if you zero in, you'll notice that the things around you in daily life are written in a

vast array of fonts.

Those messages on your iPhone are coded in a modern sans-serif typeface called San Francisco.

That copy of the New York Times is set in the old-school charm of Cheltenham and Georgia.

And the billboards on your way to work might feature Futura or Ariel Black.

Behind each and every one of these fonts, there are hundreds of little design choices, made by

someone like Lucas Sharp.

You look at some typefaces and it's like, dang, she's a brick house.

It's like, bam, you know, it's really in your face and very apparent.

It's got attitude and flair and it's beautiful.

Sharp is a professional font designer.

He's worked on more than 50 typefaces,

and he's done work for brands like Condé Nast, Samsung, and Amazon.

It's mostly rhythm section.

You know, most of those letters are playing the tambourine.

But you can use those moments where things are a little more funky and

curvy, like a double-story, lowercase G. Sometimes, every single letter is like a crazy guitar

solo. Fonds aren't just a form of artistic expression. They're a big business. There are more than a

...