Ellen Lupton

I didn't have much of an opinion on her when reading our type book but, biased on discussion, I can understand how she only goes one way with typography. While, a clean, crisp style can look perfect in the right setting, I quite enjoyed rugged and rough type. While it is not used very often, it can be perfect for certain type of advertising; like West 49 and skateboarding. I think rough and rugged type tells a story behind it and gives it sort of an extreme edge.