Lettering is, in many ways, the opposite of type design. Whereas type design creates letters that must function under the broadest possible circumstances, lettering is created for the most narrow of applications. A word or phrase, be it a logo or a book jacket, is custom tailored to work in that environment alone. Every letter is drawn to fit within its own small world. Even lettering that looks like typography initially, has been custom tailored letter-by-letter, and space-by space to work perfectly.