Typographical visionairies mostly started their career with a play and experiment, by innocent cuddling with graphical symbols, often developing very important milestones on typographic timeline. This is valid for second half of 19th century, in context with a new need of display typefaces raised by the industrial revolution, but also for a period of Bauhaus, when type was an additional field for artistic expression, as wel as for dadaists' visual poem, and after all for recent deconstuctivist typography reflecting the chaos of post-industrial civilization. Identity crisis was always a cradle of creative powers, refusing of conventions and enjoying new, fresh graphic style. Designer of all manners is today a very influent domain, with ability to involve masses. A good campaign requires original font, unique and remarkable, in order to assure a new graphical identity.