At the beginning of his work on Advance, Roman Sehrer intended to design a typeface not following any trends or particular criteria. Instead, the new typeface should be optically neutral, very legible, and versatile in character. Advance is neutral but still strong and distinguished. The open shapes were developed during the design process. Softly ending character shapes and slightly opened letters define its look and character. This is what makes it highly legible but still unique. Advance can be perfectly used for long texts with the bolder versions available for headlines and display. Short headlines can also be set in caps only.