Apparently, Lexicon is the most expensive font in the world. ‘Skiart Lexiconic’ has been on a long growing path getting to where it is now. This font family was originally inspired by the san serif font ‘Skia’, by Mathew Carter for Apple. ‘Skiart’ was designed to feel more like a serifed font, but without any actual serifs. It took a small step between sans serif and serif fonts. Next on the path towards a serif font came Skiart Serif Mini, with tiny serifs added. This was a true serif font, although they were subtle. Then came ‘Skiart Serif Leaf’. and now... We present to you... DT Skiart Lexiconic. Having evolved from the Skiart family, we chose to give it the serifed styling of Lexicon. This is no way a copy or clone of Lexicon. It still has the basic bones of the original Skiart font, but the position, shape and size of the serifs were very much influenced by the world famous Lexicon font. DT Skiart Lexiconic is not the most expensive font in the world.

Sommet Slab Round is the latest in the Sommet series, designed as a slab serif companion to Sommet Rounded. The typeface features slightly wider counters to accommodate the serifs and this more generous whitespace allows the typeface to display well on-screen and as a webfont. Rounded serifs give the face more warmth than the original Sommet Slab, which is strong, rigid and technical. Sommet Slab Rounded’s serifs are not just blunted, but slightly obliqued, giving the face dynamic forward momentum. This geometric typeface is based on bold and clean rounded rectangles. It’s soft and friendly look lends itself to a number of applications. It would be a fine choice for tech company logotypes, magazine headlines and can be used for body copy. The typeface family also includes some alternate titling forms. These alternates can be accessed by activating OpenType features and style sets. In order to use these OpenType features, you will need a program with advanced typography capabilities such as the Adobe Suite or Quark. These alternates include a group of simplified forms that can be accessed under the swash alternates. Sommet Slab is just the latest in the versatile Sommet superfamily from insigne. Be sure to check out the rest of the design family that includes serif and sans members.

Cicero was the first typeface designed by Thierry Puyfoulhoux in 94. It is what could be called a semi-serif. Only the serifs which occur naturally when drawing letters with a flat nib pen have been retained. The absence of certain serifs allows for much tighter spacing. The remaining serifs still stabilize the baseline, although less effectively than a "full-serif" typeface. By borrowing features from both the sans and serif styles, Cicero truly stands at their crossroads.

Prima is a series of fonts designed at Bitstream by Jim Lyles (Sans and Serif) and Sue Zafarana (Sans Mono), released in 1998. The fonts have been tuned to give exceptionally good quality at low screen resolutions. The fonts are therefore suitable for sustained use in browsers and other applications where users read for long periods from the screen. Of course, Prima looks great printed out too.

A series of lettering guides called “Mimeostyle” for the A. B. Dick Company of Chicago (produced for use in making mimeograph machine printing stencils) were custom manufactured by the Wright-Regan Instrument Company (Wrico). One design featured a sans serif letter produced in Shadow relief, with a touch of Art Deco flair. This is now available as Template Shadow JNL, in both regular and oblique versions.

One in the series of fonts called Whiz-Bang Wood Type, intended to be set large and tight. Brazos is an ultrabold, ultrawide sans-serif face that takes up a lot of horizontal territory, but fits in little vertical space. Named after the famous river in Texas. Both versions of the font include the 1252 Latin and 1250 CE character sets (with localization for Romanian and Moldovan).

The Gravity family is a unique series of heavy square slab serifs intended mainly for display usage. Gravity Normal exhibits impact with legibility. Gravity Nova is fine-tuned to showcase brawn and beauty. Gravity Supernova, the most audacious of the family, commands attention with its extremely dense, mechanical design. Each weight includes diacritics for Western and Central European languages and is tightly spaced for maximum impact.

One in the series of fonts called Whiz-Bang Wood Type, intended to be set large and tight. Dime Box is bold and boxy, and creates an interesting visual flow with its notched serifs. Named after a small town in Texas. Both versions of this font contain the Unicode 1252 Latin and Unicode 1250 Central European character sets, with localization for Romanian and Moldovan.

The Renthouse Font is inspired by authentic typefaces in vintage labels. Font products contain serif and sans serif font. This collection gives more extra halloween illustrations in one pack. This serif font includes some alternates. The Renthouse matches apply in some designs such as the logo, poster, label, badge, packaging, t-shirt, branding, quotes and more custom design. Renthouse features : All-caps, numeral, symbol, punctuation and alternate in serif font All-caps, numeral, symbol and punctuation in sans serif font Multilingual PUA Encoded Renthouse includes : 3 fonts (serif, sans serif and dingbat) 12 hand-drawn illustrations in dingbat

Preto Semi is an experiment. It is an attempt to create a readable type for text point sizes (other than sans-serif and serif). Preto Semi is not a Sans with added serifs or Serif with serifs removed. The use of the serifs is redefined and used for other purpose(s). The serifs became the extension of the stroke, they help to solve the spacing problem of sans-serif types and they use the primary function of serifs – keeping the eye on the baseline and emphasize the horizontal rhythm of the lines of text. Preto Semi is intended for magazines and editorial design, as other members of Preto family. Preto is an extensive type family, which explores the function of serifs on readability and legibility. Preto consist of three subfamilies: Sans, Semi and Serif. Preto is designed for multilingual typesetting. All of the subfamilies have equal gray value but different texture which can be use to differentiate languages. Preto sub-families have two text weights and two bold styles (Regular -> Bold, Medium -> Black). Every weight has a companion Italic style as well.

Preto Semi is an experiment. It is an attempt to create a readable type for text point sizes (other than sans-serif and serif). Preto Semi is not a Sans with added serifs or Serif with serifs removed. The use of the serifs is redefined and used for other purpose(s). The serifs became the extension of the stroke, they help to solve the spacing problem of sans-serif types and they use the primary function of serifs – keeping the eye on the baseline and emphasize the horizontal rhythm of the lines of text. Preto Semi is intended for magazines and editorial design, as other members of Preto family. Preto is an extensive type family, which explores the function of serifs on readability and legibility. Preto consist of three subfamilies: Sans, Semi and Serif. Preto is designed for multilingual typesetting. All of the subfamilies have equal gray value but different texture which can be use to differentiate languages. Preto sub-families have two text weights and two bold styles (Regular -> Bold, Medium -> Black). Every weight has a companion Italic style as well.

Zuzana Licko's goal for Fairplex was to create a text face which would achieve legibility by avoiding contrast, especially in the Book weight. As a result of its low contrast, the Fairplex Book weight is somewhat reminiscent of a sans serif, yet the slight serifs preserve the recognition of serif letterforms. When creating the accompanying weights, the challenge was to balance the contrast and stem weight with the serifs. To provide a comprehensive family, Licko wanted the boldest weight to be quite heavy. This meant that the "Black" weight would need more contrast than the Book weight in order to avoid clogging up. But harmonizing the serifs proved difficult. The initial serif treatments she tried didn't stand up to the robust character of the Black weight. Several months passed without much progress, and then one evening she attended a talk by Alastair Johnston on his book "Alphabets to Order," a survey of nineteenth century type specimens. Johnston pointed out that slab serifs (also known as "Egyptians") are really more of a variation on sans serifs than on serif designs. In other words, slab serif type is more akin to sans-serif type with serifs added on than it is to a version of serif type. This sparked the idea that the solution to her serif problem for Fairplex Black might be a slab serif treatment. After all, the Book weight already shared features of sans-serif types. Shortly after this came the idea to angle the serifs. This was suggested by her husband, and was probably conjured up from his years of subconscious assimilation of the S. F. Giants logo while watching baseball, and reinforced by a similar serif treatment in John Downer's recent Council typeface design. The angled serifs added visual interest to the otherwise austere slab serifs. The intermediate weights were then derived by interpolating the Book and Black, with the exception of several characters, such as the "n," which required specially designed features to avoid collisions of serifs, and to yield a pleasing weight balance. A range of weights was interpolated before deciding on the Medium and Bold weights.

Introducing Mobilla Serif Elegant typeface The Mobilla Serif typeface is an elegantly themed font that has a dynamic serif style. The details of the shape of the "Mobilla Serif Elegant typeface" are very smooth and flow to create unique and beautiful curves. Elegant Serif typefaces such as “Mobilla Serif Elegant typeface” are very easy to apply to any design, especially those with an elegant and smooth concept, besides that this font is very easy to use both in design and non-design programs because everything changes and glyphs are supported by Unicode (PUA). The Mobilla Serif Elegant typeface contains 785 glyphs with many unique and interesting alternative options. Plus, there's a cool serif font family for header and description text from Thin to Heavy. In the poster preview all the letters are in the Mobilla Serif Elegant typeface.

Introducing Nilota Serif Elegant typeface The Nilota Serif typeface is an elegantly themed font that has a dynamic serif style. The details of the shape of the "Nilota Serif Elegant typeface" are very smooth and flow to create unique and beautiful curves. Elegant Serif typefaces such as “Nilota Serif Elegant typeface” are very easy to apply to any design, especially those with an elegant and smooth concept, besides that this font is very easy to use both in design and non-design programs because everything changes and glyphs are supported by Unicode (PUA). The Nilota Serif Elegant typeface contains 618 glyphs with many unique and interesting alternative options. Plus, there's a cool serif font family for header and description text from Thin to Heavy. In the poster preview all the letters are in the Nilota Serif Elegant typeface.

Everybody loves black colour, strict stylish and elegant shapes. We strive to be perfect. Right? But... Do not you think that we have lost something? Maybe child's spontaneity? The Beebzz Rounded font brings you back to those perfect times, when there was no need to be serious, when the whole world was not so serious. Beebzz Rounded is an original font family designed for headlines, titles and subtitles. It has his own unique style in expressive, perfectly condensed forms, inspired by child calligraphy and strong geometric typefaces. Beebzz Rounded is a font family that is ideal for display, text, print, branding, signage, and also for user interfaces, mobile devices, especially web design creation, with a set of optimal characters for your design in any layout.

Bonhomme Richard evokes the cursive penmanship of Chevalier John Paul Jones (1747–1792), celebrated Continental Navy commander during the American Revolution, in letters from the late 18th century. The font’s name comes from Jones’s famous frigate, lost during his victorious engagement with the British in the Battle of Flamborough Head in 1779. During this battle Jones is said to have exclaimed, when urged to surrender, “I have not yet begun to fight!” (In fact, his likely words were, “I may sink, but I’ll be damned if I strike!” – i.e., surrender.) A legible script, Bonhomme Richard has an elegance about it while also conjuring the colonial era of its source material. Use to simulate historical handwriting in film props, games, formal invitations, product labels, and the like.

This family of two character monograms and initial letters was inspired from a French portfolio containing about two hundred examples of "Chiffres - deux lettres", destinated to engravers and jewelers, published in Paris in 1864, drawn by French engraver, C. Demengeot. Unfortunately, a large part of the pages were lost, so we have had to redraw about two thirds of the complete monogram family. Each package contains numerals and two complete sets of two-letter monograms, for example the A-B set, containing AA AB AC... corresponding to caps keys alphabet and BA, BB, BC... corresponding to lower case keys alphabet. We have added an Initial set, with two choices of single characters. Warning: I and J have strictly identical monograms.

Huxley Alt is just that — an alternative to Huxley Vertical by ATF. It represents one of my earliest efforts. I liked the crispness of Huxley Vertical, but wanted a lowercase and with some modulation of the strokes as in Empire, also by ATF. Huxley Alt is the result. Highly condensed. Set it large or lose it. Huxley Alt is a bargain-priced font with 226 glyphs, covering the usual Western European accents (ref MS Code Page 1252). If you like the style, but would like more glyphs and/or a range of weights, may we suggest our Huxley Amore. Huxley Amore has 379 glyphs and covers the Eastern European, Baltic and Turkish code pages (1250, 1254 and 1257). We also offer Huxley Cyrillic in a single weight.

Bold mutant typography. Retro-futuristic. Sixties meets 1990’s comic book inspired, superfast for your superhero? The pencil tissue was dragged out from the very back of the file cabinet, stuck in the metal rail, it was lost then found- to bring a unique look to your project. A companion font to astroluxtype’s Spacepod, both fine ways to mark and identify your spacecraft. Note the lowercase letterforms that make connectors such as g, j, y, b, d and g. See the posters at myfonts.com for examples of how to you might use this feature. Redrail Superfast is a minimal glyph set which can be used at various sizes, we consider it a headline/display font and best applied larger than 36 points in size.

Weaving is a family in which the letters fit together so that wavy lines separate them both horizontally and vertically. It creates this effect by alternating letters on upper-case keys with those on lower-case letters and this alternating is done automatically in applications that support the OpenType feature of contextual alternatives (calt). (The upper-case can be used alone but it unlikely that the lower-case characters could be used by themselves.) The family is a thinner and condensed version of the typeface Woven, but in condensing it, the tessellation properties that a were in Woven are lost. It is a decorative display face but because there are few typefaces similar to it, it is hard to predict what uses it may have. Be creative!

Frederic Goudy drew Truesdell in 1930 and first used it for an article in a quarterly journal for book collectors. Since it was a small family and not promoted, Goudy received few orders for fonts. The original drawings and matrices for the face were lost in the fire that destroyed Goudy's studio in 1939.The only known examples of Truesdell fonts reside in the extensive collection of typographic material at the Rochester Institute of Technology School of Printing. It was proofs from these fonts that served as the basis for Monotype's digital revival of the family. Monotype Truesdell was released in March of 1994, just slightly over fifty-five years after fire destroyed Goudy's original work. Truesdell font field guide including best practices, font pairings and alternatives.

Everybody loves black colour, strict stylish and elegant shapes. We strive to be perfect. Right? But... Do not you think that we have lost something? Maybe child's spontaneity? The Beebzz font brings you back to those perfect times, when there was no need to be serious, when the whole world was not so serious. Beebzz is an original font family designed for headlines, titles and subtitles. It has his own unique style in expressive, perfectly condensed forms, inspired by freehand child calligraphy and strong geometric typefaces. Beebzz is a font family that is ideal for display, text, print, branding, signage, and also for user interfaces, mobile devices, especially web design creation, with a set of optimal characters for your design in any layout.

Think of Garamouche as Garamond's drunken cousin. This font replicates a long lost document ravaged by time and the elements (with a little sloppy printing for good measure.) Unlike the fake bolding option found in software programs, Garamouche Bold is a variant with more appropriate thick and thin features. The "dancing along the baseline" that has made Garamouche a favorite, is also a feature in Garamouche Bold, but the letters align and tilt in on their own terms. Using the two Garamouche fonts together can produce much more expressive results than just hitting "bold". P22 Garamouche Ornaments is a set of 72 ornamental embellishments designed to complement the Garamouche fonts but can be used with almost any layout that calls for historical decoration.

Cell is a sturdy, geometric typeface with many potential applications. Though it is best suited to display sizes, its construction is simple enough for use in smaller settings. Its octagonal, almost mechanical design is softened by rounded corners. The face is characterized by a single thick stroke in each letter, lending it a unique appearance. It also features an oblique counterpart with several italic-style glyphs. Both members of the family also include small capitals mapped to the Private Use Area. Cell was designed to be at once simple and unique. Its grid-based structure is enhanced by slight adjustments for optical consistency. Glyphs which are normally round instead have 45-degree angles at the corners, sticking to the grid system without losing legibility.

Leftfield - stylish vintage font collection. Leftfield collection includes following: •Leftfield Brush -a bold baseball style script with Clean and Rough version •Leftfield Swoosh -a set of swooshes designed to go with Leftfield Brush. Clean and Rough version. •Leftfield Sans -a sturdy all caps sans serif with Regular and Bold weight and Clean and Rough version of both •Leftfield Serif -a sturdy all caps serif with Regular and Bold weight and Clean and Rough version of both Leftfield Brush is a bold and strong sports team style vintage connected script. It’s great for any kind of display use from impressive logos to packaging and headlines. Brush is equipped with automatic Contextual Alternates that keep the connections smooth. In addition there is Swash, Titling and Stylistic alternates for standard characters. Try combining Leftfield Swoosh to make stunning compositions. Leftfield Sans and Serif work great as themselves, they make striking word blocks and they are designed to go with the Brush. Try Leftfield Serif in large sizes to make the best out of the subtle serif’s. Leftfield Rough versions simulate a printed version of the font for authentic vintage look. They’re otherwise the same font but with a rugged outline and print texture inside the characters. Leftfield has a wide language support including West European, Central European, Baltic, Turkish and Romanian character sets.

Introducing Rosehot Serif Elegant typeface The Rosehot Serif typeface is an elegantly themed font that has a dynamic serif style. The details of the shape of the "Rosehot Serif Elegant typeface" are very smooth and flow to create unique and beautiful curves. Elegant Serif typefaces such as “Rosehot Serif Elegant typeface” are very easy to apply to any design, especially those with an elegant and smooth concept, besides that this font is very easy to use both in design and non-design programs because everything changes and glyphs are supported by Unicode (PUA). The Rosehot Serif Elegant typeface contains 559 glyphs with many unique and interesting alternative options.

🌻Introducing Bulone Serif Elegant typeface🌻 The Bulone Serif typeface is an elegantly themed font that has a dynamic serif style. The details of the shape of the "Bulone Serif Elegant typeface" are very smooth and flow to create unique and beautiful curves. Elegant Serif typefaces such as “Bulone Serif Elegant typeface” are very easy to apply to any design, especially those with an elegant and smooth concept, besides that this font is very easy to use both in design and non-design programs because everything changes and glyphs are supported by Unicode (PUA). The Bulone Serif Elegant typeface contains 613 glyphs with many unique and interesting alternative options.

Gordita is a minimal sans serif typeface with a geometric foundation that has been built upon with modern details that result in an optically balanced, friendly typeface. When designing Gordita referring to features in Futura were influential as were the structural and harmonious strokes of Gotham. Forms have been optically compensated to appear natural and purely geometric. Joints are slightly tapered and ink traps feature in heavier weights with the purpose of achieving maximum legibility. Gordita has been tested in print and on screen in a wide range of point/pixel sizes. The family is equipped with OpenType features including alternate glyphs, fractions, case sensitive forms, small figures, arrows and symbols as well as old style and tabular figures. Now delivered in 7 weights with matching italics that slant at 15°. The italics are slightly lighter and narrower than the upright versions. The horizontal weighting in the italics have been reduced to compensate for the loss of vertical stroke thickness. With support for over two hundred languages with an extended Latin and Cyrillic character set, Gordita is ready to be put to work. Designed by Thomas Gillett, metrics and engineering by iKern (Igino Marini). The family has been recently updated to include two additional weights (Thin & Ultra + their matching italics) as well as slightly opened apertures for better legibility in the heavier weights, new glyphs and more opentype features.

Novin Font family is designed by Naghi Naghashian. This Font is developed on the basis of specific research and analysis on Arabic characters and definition of their structure. This innovation is a contribution to modernisation of Arabic typography, gives the font design of Arabic letters real typographic arrangement and provides more typographic flexibility. This step was necessary after more than two hundred years of relative stagnation in Arabic font design. Novin supports Arabic, Persian, and Urdu. It also includes proportional and tabular numerals for the supported languages. Novin Font is available in Light, Regular and Bold. Novin design fulfills the following needs: A Explicitly crafted for use in electronic media fulfills the demands of electronic communication. Novin is based on Aldo Novareses Eurostile Extended. B Suitability for multiple applications. Gives the widest potential acceptability. C Extreme legibility not only in small sizes, but also when the type is filtered or skewed, e.g., in Photoshop or Illustrator. Novin’s simplified forms may be artificial obliqued in InDesign or Illustrator, without any loss in quality for the effected text. D An attractive typographic image. Novin was developed for multiple languages and writing conventions. E The highest degree of geometric clarity and the necessary amount of calligraphic references. This typeface offers a fine balance between calligraphic tradition and the contemporary sans serif aesthetic now common in Latin typography.

Art Deco Arabic is a sans-serif Headline font. Designed by Naghi Naghashian as a sigle weight. Art Deco Arabic is reminiscence of Art Deco style, at the beginning of 20th century. The Latin part is a new design inspired from Art Deco style. It is extremely legible even in very small size. This font is a contribution to modernisation the Arabic typography, gives the font design of Arabic letters real typographic arrangement und provides more typographic flexibility. Art Deco Arabic supports Arabic, Persian ( Farsi ), Urdu and Latin.It also includes proportional and tabular numerals for the supported languages. Art Deco Arabic design fulfills the following needs: A Explicitly crafted for use in electronic media fulfils the demands of electronic communication. B Suitability for multiple applications. Gives the widest potential acceptability. C Extreme legibility not only in small sizes, but also when the type is filtered or skewed, e.g., in Photoshop, InDesgine or Illustrator. ArtDecoArabic’s simplified forms may be artificial obliqued in InDesign or Illustrator, without any loss in quality for the effected text. D An attractive typographic image. Art Deco Arabic was developed for multiple languages and writing conventions. Art Deco Arabic supports Arabic, Persian,Urdu and Latin. It also includes proportional and tabular numerals for the supported languages. E The highest degree of calligraphic grace and the clarity of geometric typography.

Plantin is a family of text typefaces created by Monotype in 1913. Their namesake, Christophe Plantin (Christoffel Plantijn in Dutch), was born in France during the year 1520. In 1549, he moved to Antwerp, located in present-day Belgium. There he began printing in 1555. For a brief time, he also worked at the University of Leiden, in the Netherlands. Typefaces used in Christophe Plantin's books inspired future typographic developments. In 1913, the English Monotype Corporation's manager Frank Hinman Pierpont directed the Plantin revival. Based on 16th century specimens from the Plantin-Moretus Museum in Antwerp, specifically a type cut by Robert Granjon and a separate cursive Italic, the Plantin" typeface was conceived. Plantin was drawn for use in mechanical typesetting on the international publishing markets. Plantin, and the historical models that inspired it, are old-style typefaces in the French manner, but with x-height that are larger than those found in Claude Garamond's work. Plantin would go on to influence another Monotype design, Times New Roman. Stanley Morison and Victor Larent used Plantin as a reference during that typeface's cutting. Like Garamond, Plantin is exceptionally legible and makes a classic, elegant impression. Plantin is indeed a remarkably accommodating type face. The firm modelling of the strokes and the serifs in the letters make the mass appearance stronger than usual; the absence of thin elements ensures a good result on coated papers; and the compact structure of the letters, without loss of size makes Plantin one of the economical faces in use. In short, it is essentially an all-purpose face, excellent for periodical or jobbing work, and very effective in many sorts of book and magazine publishing. Plantin's Bold weight was especially optimized to provide ample contrast: bulkiness was avoided by introducing a slight sharpening to the serifs' forms."

Plantin is a family of text typefaces created by Monotype in 1913. Their namesake, Christophe Plantin (Christoffel Plantijn in Dutch), was born in France during the year 1520. In 1549, he moved to Antwerp, located in present-day Belgium. There he began printing in 1555. For a brief time, he also worked at the University of Leiden, in the Netherlands. Typefaces used in Christophe Plantin's books inspired future typographic developments. In 1913, the English Monotype Corporation's manager Frank Hinman Pierpont directed the Plantin revival. Based on 16th century specimens from the Plantin-Moretus Museum in Antwerp, specifically a type cut by Robert Granjon and a separate cursive Italic, the Plantin" typeface was conceived. Plantin was drawn for use in mechanical typesetting on the international publishing markets. Plantin, and the historical models that inspired it, are old-style typefaces in the French manner, but with x-height that are larger than those found in Claude Garamond's work. Plantin would go on to influence another Monotype design, Times New Roman. Stanley Morison and Victor Larent used Plantin as a reference during that typeface's cutting. Like Garamond, Plantin is exceptionally legible and makes a classic, elegant impression. Plantin is indeed a remarkably accommodating type face. The firm modelling of the strokes and the serifs in the letters make the mass appearance stronger than usual; the absence of thin elements ensures a good result on coated papers; and the compact structure of the letters, without loss of size makes Plantin one of the economical faces in use. In short, it is essentially an all-purpose face, excellent for periodical or jobbing work, and very effective in many sorts of book and magazine publishing. Plantin's Bold weight was especially optimized to provide ample contrast: bulkiness was avoided by introducing a slight sharpening to the serifs' forms."

Granic is an athletic font family with 3 weights (each in regular and italic) for the sans serif and slab serif versions. The corners are reverse rounded to match the style better. The 3 weights cover most situations needs and the sans serif substitute those situations when slab serif is not suitable.

Introducing Throne Serif Typeface: Unleash Masculine Elegance Experience the epitome of masculine sophistication with Throne Serif – a font designed to embody strength and refinement. From commanding headlines to timeless logos, its bold serifs exude confidence. Elevate your designs with a touch of masculine charm – explore Throne Serif and make a bold statement today.

Branden – Casual Sans Serif Font is a modern sans serif font family whose design refers us to the style of casual sans serif. The distinctive features of Branden – Casual Sans Serif Font are the relatively low contrast of strokes, the slightly squarish shapes of round characters and the emphasized business like simplicity.