Why is typography a vital asset of business communication? Visual identity is built from the colors and typefaces that make up the most fundamental expression of the brand. Meanwhile, the design of typefaces must remain invisible for the convenience of the reader. How to reconcile the contradictions of the typeface designer to meet the needs of his clients? As godfather of modern French typography, Jean Francois Porchez will deliver a talk about his experiences and nuggets of typographic wisdom in designing custom typefaces for some of the world’s most recognizable brands: Le Monde, the Paris Metro, Louis Vuitton, Galleries Lafayette, Sephora, YSL Beauté, The Boston Consulting Group and Nespresso – just to name a few.