Australian entrepreneur developed a ligature to replace the word the

Australian entrepreneur Paul Matis spent from $ 34,000 to $ 68,000 to develop a symbol that would replace the word 'the'. His inspiration was the symbol of ampersand, which he mistakenly considered the symbol 'and'. Ampersand, which is the Ligature 'E' and 'T', comes from Latin, was popularized by the French and used at least from the 2nd century.

💡 There are a number of problems with the ligature offered. First, it is not a ligature 'the', but is a ligature 'th'. Secondly, symbols are not suitable for use as a ligature. The purpose of the ligature is to increase the readability where the interpretive interval is such that parts of the characters, such as the hand on 'f' and the point above 'i', are confronted.

⚡ Another nuance is the relative ratio of the upper symbols and the height of the lower letters: in Roman fonts the height of the upper line is often shorter than retreats, and almost always so in the seetic faces. The ligature proposed by Matis becomes counterproductive, creating a noticeable discrepancy with the rest of the font, or forcing you to process all the fonts that use the symbol.

• 📌 Paul Matis spent considerable amounts to develop a new ligature.
• 📌 The symbol of Ampersanda has become inspiration for him.
• 📌 There are several problems with the ligature offered.
• 📌 This project is unsuccessful because of the inability to change the culture.

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