He sought to "use the experience and stylistic developments of the 20th century to develop an independent alphabet that meets modern typographical needs" ("Type Gallery – Avenir" ). This typeface is described as a geometric sans-serif font with a human touch. It is not completely geometric because it has thicker vertical strokes than its horizontal counterparts, as well as shorter igniters. The x-height is also taller than other typefaces, which some consider a strength. The letter o in this character is also very particular, since it is not a perfect circle. There are three weights provided with this typeface, as well as a roman and oblique version, but no italic versions. What makes this font so unique is that each variation is designed for a different purpose, creating versatility. For example, “the Light and Book weights are similar, but Book is more appropriate for blocks of text while Light is better for adding a contrasting element (perhaps a title) to a heavier weight. These weight selections also allow for optimal results in different printing conditions” (Blake). The features and appearance of Avenir make it great for use in texts and headlines and effective