The ancient Chinese invention of movable type posed the question to the world: what are the good designs of the types that can be recognized by everyone of the same language, and can be repeatedly used for more than one purpose? However, it is also the primary expectation triggered the type designs that were created to be different, conveying more than just the meaning of words. The ongoing balance yet conflicts, with the modern evolution of digitalisation, propel us to another hemisphere of discussions about type design, typography and the ecology behind it.