You pick type designs each time you use a word processor, read an e-book ... round shapes in the letter B,” says Tobias Frere-Jones, a designer whose work includes the font used by the 2008 ...

The font is simple — it doesn't shout ... a little more playful with that," Hattenbach says. Mess with the letters A or E, and you're doomed. That's the funny thing about a typeface.