Typography has become a natural extension of the visual identity of the most diverse organizations, governments and businesses, for their publications and products. Typeface design is at a pivotal point in its history, thanks to new creative technologies and uses. Letters and by extension, typographic signs, have always been witness to the conveyance of thoughts between author and reader. Nowadays, the typeset text is not only tied to the world of the books. Since the industrial revolution and the globalization of education, typography has become the gateway to texts and contents, and is a key element of communication between people. We have reached a cross-roads which bears discussion. Let's open a debate about how to address typeface design and its role in the contemporary world, similar to how design and visual identity were formulated during the 1960s.