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Typeface or Typography?
Excellence in a typeface depends on its ultimate use. What will it be used for. An excellent face for setting a novel will be different from one used for large motorway signage.
As for excellence in typography, well that's a big topic, but line lengths, type size and other issues of readability as well as letter spacing/kerning. Correct typesetting conventions, ligatures, ragging, hyphenation, widows, non-lining figures for numbers in body copy, correct use of en/em dashes...there's lots to consider!