The Fluid Era is not the end of typographic history—it is an exciting new chapter. There are no fixed ideas or single solutions. With today’s tools and this rich history of ideas and designs, anything is possible. So, how should typography be designed and used today? The answer will be different for each person and project. Embrace this era by adopting a fluid approach to typography, its design, and its use. Create something new by combining contrasting ideas or aesthetics. Then express them using today’s technology and formats—responding to the message, audience, client, and culture. That is our task