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What is typography?
"True spontaneity, however, seems to come from
working by rule, but not being bound by it."
Edward Johnston, Writing, & Il luminating, & Lettering . 1906. (Johnson's emphasis)
Anatomy
What is typography? The nature of typography Speaking and typography Reading and typography Writing and typography Change and typography Authority and convention Printing, composing, and house-style manuals Rules and conventions Craft and typography Hypermedia Vision impairment Print for partial sight Business communication Rural communication Urban communication
70 Anatomy
72 Semiotics 74 Linguistics 76 Rhetoric 78 Semantics
80 Graphology
82 Legibility 84 Readability 86 Spelling 88 Alphabets 90 Punctuation 92 Numerals 94 Spatial cues
96 Linear texts
100 Justified setting 102 - Nonarbitrary line breaks 104 Ranged-left setting 106 Dividing words 108 Type on screen
110 Nonlinear texts 11 4 Information 118 Ephemera 122 Novelty 128 Lists
130 Grids
134 Kerning, tracking, and ligatures 138 Space between words 140 Space between lines 142 Space around text 144 Italic and sloped letterforms
146 Numerals and small caps 148 Dashes and virgules 150 Parentheses and brackets
Issues Anatomy
8 What is typography? 70 Anatomy
14 The nature of typography
18 Speaking and typography 72 Semiotics
20 Reading and typography 74 linguistics
24 Wri t ing and typography 76 Rhetoric
28 Change and typography 78 Semantics
32 Authority and convention 80 Graphology
38 Printing, composing, and house-style manuals
42 Rules and conventions 82 Legibility
44 Craft and typography 84 Readability 48 Hypermedia 86 Spelling
50 Vision impairment 88 Alphabets
52 Print for partial sight 90 Punctuation 54 Business communication 92 Numerals
60 Rural communication 94 Spatial cues
64 Urban communication
96 Linear texts
100 Justified setting
102 Nonarbitrary line breaks
104 Ranged-left setting 106 Dividing words lOB Type on screen
110 Nonlineartexts
114 Information
118 Ephemera
122 Novelty
128 Lists
130 Grids
134 Kerning, tracking, and ligatures
138 Space between words
140 Space between lines
142 Space around text
144 Italic and sloped letterforms
146 Numerals and small caps
148 Dashes and virgules
150 Parentheses and brackets
6 Contents
Portfolios Etcetera
152 Portfolios
~2-Craphics/SW/HK
Paul Belford AI Mohtaraf Atelier David Smith
Atelier Works Boag Associates Baumann & Baumann Cartlidge Levene
David Jury and Fox Ash Jannuzzi Smith
Thirteen Lucienne Roberts @ sans+baum
SAS UNA (Amsterdam) designers Webb & Webb Design Sam Winston
246 References 249 Glossary o f punctuation and letter parts 250 General glossary 252 Further reading 254 Index 256 Acknowledgments
Portfolios Etcetera
152 Portfolios 246 References 249 Glossary of punctuation and letter parts
154 A2·Graphics/SW/HK 250 General glossary
160 Paul BeJford 252 Further reading
166 AI Mohtaraf 254 Index
172 Atelier David Smith 256 Acknowledgments
178 Atelier Works
184 Boag Associates
188 Baumann & Baumann
196 (artlidge Levene
202 David Jury and Fox Ash
208 Jannuui Smith
214 Thirteen
218 lucienne Roberts @sans+baum
224 SA5 230 UNA (Amsterdam) designers
238 Webb & Webb Design
244 SamWinston
Content> 7
Index
M-Graphics/SW/HK 154-9 abbreviations 146 acronyms 146-7 allographs 80 alphabets86,88-9,136 American English 86-7,106 anatomy 70-1 Arabic numerals 92-3, 146 Aristophanes 90 Arts and Crafts movement
44,46 ascenders 20,22,82,141 Atelier David Smith 172-7 Atelierworks 178-83 Austin, Richard 93 authority 32-7,39,68 authors 32.38-9,74,87,102,
124,144,147,150 avant-garde 28,30,44,46
Baroque l 5 0 Baskerville, John 22-3 Bauhaus 30.46 Baumann & Baumann 188-95 Baumann, Barbara l 8 8 Baumann, Gerd l 8 8 Belford, Paul 160-5 Belgium 121 Bell, John 93 Bill, Max 30 Bisticci, Vespasiano da 35 Boag Associates 184-7 Bockting, Hans 230 Bodoni, Giambattista 23,122,
124-5 body size 16.20.141 Bracciolini, Poggio 35 brackets l 5 0 brands64,184,208,214,224 business communication 54-9
calligraphy 25,80,84,93,122, 134,136,141,144,166
capitals 88-9, 94,134, 146-8 Cartlidge, lan 196 Cartlidge Levene 196-201 cartographers 113-14 casting off 58 character range l 4 '
Chartered Society of Designers 238
The Chicago Monuo/38,40 Chilvers, lan 178
Chinese language 88 chromolithography 121 Clarendon Press 38 colon 90, 136 comma 90.95.136.146-7 composing 38-42,58,87,
89,112 Constructivism 30 conventions 10,17,23,26,
28.32-7,42-3,48,57-8, 62-3,74,78,80,106,128, 136,178
Correct Composition 39 counters 20.82 craftsmanship 44-7,7U 26 Crouwel, Wim 109 Crystal, David 78
dashes 148-9 Day, Oran 172 De I'Ecluse, Will 230 De Vinne,Theodore Low
39-40 descenders 20,22,82,141 Design &Art Directors
(D&AD) Club 154,166 Design in Business Printing 39 desktop publishing (DTP)
36-7,54,57,60,62 diacritics l2,88 dialects 18-19 dictionaries86-7, 102,110,
128,144 digital technology 43,46-7,
58,62,86,108-9,126,132
Eco, Umberto 76 education 25-6.42-3'50 emphasis 90,94,140-1,144 English language 86,106 environmental design 50 ephemera 118-21 epigraphers l2,24-5 esthetics 42-3,96,108,114,
124,130,142 Estienne, Robert l 4 4 exclamation marks 95,136
fit 95,147 fixations 20,22 fonts 14,16,84,86,89-90,
93,108, 126, 134, 136, 144,146-8
foundries 58 Fox Ash 202-7 fractions 149 full point/stop 90, 95,
136,147 Fust, Johann 35
Gill, Eric44 glare 108 golden ratio 130, 132 Goudy, Fred@ric l 4 8 grammar8, 18,38,54,90 graphemes 80 graphic design 112.152, 154 graphology 73,80 graphs 80 grids 130-3,142 Gumbert, J. P. 73 Gutenberg, J. 18.35.89
hanging numerals 93 Hart's Rules 38-40 headings 106, 136, 142,
144,224 house-style manuals 38-41 hypermedia 48-9 hyphenation 102,104,148
identity 74,96,112,196 indents 24,94, 128 indexes l 2 8 Industrial Revolution 31,89 inflections 90,95 information 11 2, 114-1 8,
148,184 Institute of Creative
Advertising and Design 172 Institute of Designers 172 lnternational Societyof
Typographic Design (ISTD) 154,166,202
lsotype 110 italics 14,16,62,89,128, 136,
144,147,150
Jacobson, Egbert l l 2 Jannuzzi, Michele 208 Jannuzzi Smith 208-13 jargon 32.74 Jenkins, Danny 214 Jenson, Nicolas 18,35 Johnston, Edward 82 Jury, David 202-7
justified setting 36-7.100. 104,106,128,138,148
Keller, Peter 172 kerning 46,133-7.144.
148,150 Knoll International 11 2 Kubel, Henrik 154
Landis & Gyr 121 . language8,10,13,17-19,
26,32,48,73-4,76,78, 80,86,88,92,96,109, 113,128
large print books 50.52 Latin alphabet 86.88 leading 22,140-2 legibility 24,50-3.82.84,
108-9.126 letterpress 42,62,80, 126,
202,238 Levene, Adam l 9 6 ligatures 88, 134-7,178 line length 104 line-for-line setting 102 lineartexts 96-7.100 linguistics73-5,92,100, l 0 2 lining numerals93.146, 149 linotype 58 lists 128 lithography 125 logograms 88 lowercase 88-9.93-4. 136,
141.146-8
McGill, John 218 magnification 51 manuals 38-41,54,57-8,
112,148 Manutius, Aldus 18,35 maps114 margins 24,132,142,148 Matter, Herbert 112 Mechonick Exercises 13,38 media 86,109-1 0 Merriam Webster's Dictionary
86 modern numerals 93,146 Modern Printing 13.38 AI Mohtaraf 166-71 Monotype Corporation
58,150 Moxon, Joseph l3,38
Index
A2-Graphics/SW/HK 1 54-9
abbreviations 146 acronyms 146-7
allographslD alphabets 86, 88--9, 136 American Engl ish 66-7, 106
anatomy 70-1 Arabic numerals 91-3, 146 A,islophanes 90 AIlS and (rafts movement
"." ascencierl20, 22. 82. 141 AI~ ier DavidSmith 172-7
Atelier Works 178-83
Austin, Richa rd93 authority 32-7. 39, 68 autllors 32. 38-9, 74, 87, 102,
124,144. 147,150 avant-garde 28, 30, 44, 46
Baroque 150
Baskerville, John 22- 3
Baunaus 30, 46
Baumann 8. B"urn"nn 188- 9$ Baurn"nn. B.,ba,. 188 aOUrn"nn, Cerci 188
6elfOfd, Paul 160-5
Belgium 111 Belt John 93 8ill, Ma. 30
B~ticci. \/espa,iano d.3S 1\0.19 As:;ociate-; 184- 7 Bocklir>g. Ha", 230
6odoni, GiarnbaltiS!il23. 122. 124-5
bodysi!c16,20.141
BracciQlinL Poggio 3S bracket, 150 br.nds64. 184, 208, 214, 224
business communicali<ln 54- 9
calligraphy 25, SO, 84, 93, 121, 134, 136.141,144,166
capita ls88-9,94, 134, 146--£
Cartlidge, lOIn 196
Canlidge Lever>\' 196-201
(a rtograph"" 113- 14
castirlg 011 58 cha racter ral1ge 14
Chartered Society 01 Designers
'" TfJe (hkogo MantKJl 38. 40
Chilver"lan 178
Ch ine\.(' language88
chromolithog raphy 111
Clarendon Pr~s 38
colon 90, 136
comma9O, 95, 136, 146-7
composing 38-42, 58, 87,
89, 112
ConstructMsm 30
convenlians 10, 17, 23,16,
28,31-7,41-3,48,57--£,
62-3,74, 78, eo, 106, 128,
136,178
Car"",/ (ampositjoo 39
counters 20, 81
craftsmanship44- 7,78,116
CfQ~, Wim 109
Crystal, David 78
dash~ 148-9
Day, Oran 171
De rEcluse, Will 130 De V,nne, Theodore Low
30-<0 descenders 10,11, 82, 14 1
D~ign &Art Dire<:tars
(D&AD)Club 1S4, 166
Design jn Busjness Printing 39
desktop publishil19 (OTP)
36-7, S4, 57, 60, 62
diacrit ics 12, 88
dialects 18- 19
dictionaries86-7,102,11O,
118, 144
dig italle<:hnology 43,46-7,
58,62,86,106-9, 126,132
Eco, Umberto 76
education 15-6, 41-3, SO
empha~s90, 94, 140-1, 144
Er>gl ish language 86, 106
environmenta l design SO
ephe"""aI18-21
epig raphers 11, 24-5
esthetics42-3,96,I08,11 4,
114, 130.142
Estienne, RoI>e<t 144
e, daffiilt ion mark' 95, 136
lit 95, 147
fixations 20, 22
fonts 14, 16, 84, 86, 89-90,
93, 106. 126, 134, 136.
144, 146--£
foundries 58
f<l. Ash202-7
fractions 149
full point/stop90, 95,
136,147
FItSt. Johann 35
Gill, Eric44
glare 1<11
golden ralio DO, 132
Gaudy, Fred~ric 148
grammar 8, 18, 38, S4, 90
graphemes 110 graphic desi<jn 112. 152, 1 S4 graphalogy73,80
graphs80
grids 130-3, 142
Gumberl, J, P, 73
Gutenberg, J, 18. 35. 89
hangirlg numera ls 93
Horrs Rules 38- 40
head ings 106,136, 141.
144, 224
house-style manuals 38-41
hypermedia 48-g
hyphenatioo 101, 10<1, 148
identity74,96, Ill, 196
indents 14, 94, 128
indexes 128
Indust ria l Revolution 31 89 inflections 90, 95
information 111, 114- 18,
148.184
Institute of Creative
Advertisil19 and ~esign 171
Institute of Designers 1 n International Soc iety 01
Typographic Design (lSTD)
1 S4, 166, 202
lsalype 110
italics 14, 16, 61, 89, 118, 1)6,
144,147, ISO
JiKobson, Egl>ert 112
JannulZi, Michele 208 Jannuu; Smith 208-13
ja rgon32,74
Jenkin" Danny 214
Jensol\ Nicol .. 18, 35
loh",ton, Edward81
Jury, Oavid 201-7
just ified setting 36-7. 100,
104, 106, 128,13il, 148
Keller, Peter 172
~erning46, 133- 7, 144,
148, I SO
Knol ll nternationall11
Kul>el, Henrik 1 S4
undis & Gyr 121
lar>gu~ge8, 10, 13, 17-19,
26, 32, 48, 73-4, 76, 78,
80,86. 88,92,96, 109,
113,118
l~rge print boo'" SO, 52
Latin alphal>et 86, 88
leading 12, 14()-2
legibility 14. 50-3,81, 84, 106-9, 126
letterpresl 42, 61, BO, 126.
201,238
Levene, Adam 196
ligatures88,134-7,178
line length 104
line-for-line setting 102
linearte><ls96-7.100
lingUist iCS 73-5, 92, 100, 102
lin ingnumerals93, 146, 149
linotype 58
lisls 118
li tf\ography115
logogramsB8
lowercase 88-9, 93-4, 136,
141,146-8
McG i11, John 218
m~gnir.cation 51
manuals38-41.54,57-8,
111,148
Manutius, Aldus 18, 35
map' 114
margins24, 132,142. 148
Matter, Herbe" 112
MedlOnk;k Exercises 13, 38
media 86, 109-10
Merri<lm Webster~ Djcfiol1Ory
" modern numera~93, 146
Modem Printjl19 13, 38
AI Moh!araf 166-71
Moootype Cor~ation
58,150
Moxon, Josepn 13, 38
neoclassicism 23,122 neologisms 74 Neurath, Otto 110 New Rhetoric76-7 Newark, Quentin 178 newsbills 67-8 Niccoli, Niccold dS 35 nonarbitrary line breaks 102-3 nonlineartexts 110-13
nonlining numerals93, 146-7 notices 60,67,126 novelty 122-6 Noyes, Eliot 1 12 numerals 92-3.134 136,146-7
l old-style numerals 93,146
i optical aids 50 ' oraltradition 18.74.113.118 : I paleographers l2,24
pantographs l 2 6 l
paragraphs10,24,94,96,104 1 parentheses l 5 0 Pearman, Hugh l 7 8 Penguin Composition Rules 38 Pepys, Samuel 89 ' phonology 80 phototypesetting 58 physiology l 0 0
S pictographs l 1 0 Pitman 57 portfolios 152-245 posters 60,62,64,68,121,
126,153,208 PostScript 144 Powner, John l 7 8 Prang, Louis l 2 1 Print for PartiolSight 51 -3 The Printer's Crommor 39 printing 8,35,38-42,48,58,
62-3,72,80,87,90,110, 125,133
pronunciation 106 proofreading 87 psychology 100,108 public relations 46 publishers 98, l 0 0 punctuation 54,57,80,84,
87-8,90,94-5,128,136
QuarkXPress l 4 4 question marks 95,136 quotation marks 144
ragged right 104,106 Rand, Paul l l 2 random letters 20 ranged-left setting 37,102.
104,106,138 ranging numerals 93 Ratdolt, Erhard 35 readability 24,50-2,58,82,
84.95, 100,108-9, 1 24, 140,142
reading 20-3,26,28,32,52, 63,72,78,84,96-8,100, 102-3,106,108,110, 113-14,116,128,133-4, 138,140,142,146,152
Renaissance 93,132 residual vision 50,52 rhetoric 32,72-3,76-7,
90,104 Roberts, Lucienne 21 8-23 Roberts, Nigel160 roman 14.89.136.144.150 Roman numerals92-3,146 Rudofsky, Bernard 4 rules 42-3,48,58,72 rural communication 60-3
saccades 20 sans+baum 218-23 sans serif 52,84,134,141 SAS 224-9 Sassoon, Rosemary25 Saussure, F. de 72 Schoffer, Peter 35 screens 48,80,108-9 secretaries 54,89 semantics 72-3,78,100,102.
104,112 semicolon 90,136 semiotics 72-3,76,142 serif 52,82,84, 140,148 setting 22,37,84,89,
100, 102,104. 106, 126,128,138
shorthand 89 signage 64.67-9,84, l 12,
114,116,153,214 sloped letterforms 144 small capitals 146-7 Smith, David 172 Smith, John 39-40 Smith, Richard 208 solidus 149
Southward, John 38 spacing 14,22,52,57-8, 67,
94-5,100,104 134,136, 138.140-3.146
speaking 18-1 9,26,80,86, 9 9 9 2
specialists 12,17,23, 31 -2, 48,80,113
spelling 19,24,54,86-7 Spencer, Herbert 39 )
Spender, Humphrey 202 spreads 130 standards28,38,42-3,
46,152 Stephenson Blake 178 style guides 38-41 Style Monuol forAuthors 38 subheadings 106,142,144 syllables 106 symbols 72-3,77,80,88-9,
92,110
technology 4,8,16-18,30, 37,42-3,46,48,58,62-3, 80,108,121,126,133
Teige, Karel30 text numerals 93 Thirteen 214-17 tight setting 22 timetables 114,116,146,244 titling numerals 93 tonality 82,138 tracking 133-8 Trickett & Webb 238 Tschichold, Jan 38-9,218 type size 20,52,82,126,
133,138 type-specimen books 36 typewriters 36.54.57-8.62.
80,93,112,146,148
typography change 28-31 craft 44-7 definition 8-13 nature 14-17 reading 20-3 speaking 18-1 9 writing 24-7
UNA (Amsterdam) designers 172,230-7
uncials 88 underlining 62
Underwood, John 214 unjustified setting 104 uppercase 93,134,141,
146-7 urban communication 64-9
virgules 148-9 vision impairment 50-1
Warde, Frederic 148 wayfinding 64.11 0,144, 196 Web sites 108,184,196, 208 Webb & Webb Design 238 Webb, Brian 238 weight 14,16,52, 58,89,
126,133,138,141,144, 147-8,150
Widmer, Jean l 7 2 Wilkinson, Bob 218 Williams, Scott 154 Winston, 5am 244-5 word breaks 106,138 words per line 22,138 World War 11 39,42,62,
110,136 writing 8, 18,24-7,35, 60,
74,80,90,92,96
neoclassicism 23, 112 ragged right 104, 106 Southward, John 38 Underwood, John 21 4 ne-ologisms 74 Rand, Paul 112 ~piIcir>g 14, 22. 52, 57-8, 67, unjustified settir>g 104 Neurath, Ono 110 random leu*", 20 94-S, lOO, 104, 134,136, upperca",93, 134, 141, New Rhetoric 7&-7 ranged-left sett ing 37, 102, 136, 140-3,146 ,%-, New. rk, Quentin 176 104, 106,136 ~pe. king 16- 19, 26, 80, 86, urban communiGltion 64--9 flm'Sbills67-6 rang ing numerals93 90, 92
Niccoli, NkcolO d~ 35 Ratdolt, Erhard 35 specia lists 12, 17, 23, 31-2, virgules 148-9 non.rbit rary line break. 102-3 re~dabi lity24, 50-2, sa, 62, 48,80.113 vision impairment 50-1 nonlir>ear texts 11 0-13 84, 95, lOO, 108-9, 124, ~l ling 19, 24, 54, 86--7
nonlining numerals93, 146-7 140,142 Spencer, Herbert 39 Warde, FrederK 148 notkes6O, 67, 126 read ir>g 20-3, 26, 28, 32, 52, Spender, Humph rey 201 wayfinding64, 110, 144, 196 novelty 122-6 63, n 76, 84, 96-8, lOO, spreads 130 Web Sites lOO, 184, 196, 200 Nayes, Eliot 112 102-3,106,108, 110, mndards26, 38, 42-3, Webb & Webb Design 238 numerals92-3, 134, 136, 146-7 113- 14, 116, 126, 133-4, 46. 152 Webb, Brian 238
138. 140, 142, 146, 152 Stephenson Bla~e 176 weight 14, 16,52, '>8, 89, 0Id -styienumerals 93,146 Renaissar.ce93,132 style gu ides 36--41 126, 133. 138, 141 , 144, optical aid, SO residual vision SO, 52 5ty1e Manual for Aulhoo 36 147-6, ISO oral tradition 16, 74, 113, 116 rhetoric 32, 72-3, 76-7, subhead ings 106, 142.144 Widmer, Jean 172
90,104 syllables 106 Wi lkinson, 6ob218
paleogfilphers 12, 24 Robert', L",ienne 218-23 symbols 72-3, 77, 80, 68-9, Wi lliams, Swu 154
pilntog raphs 126 Roberts, Nigel160 92, 110 Winstan, 5am 244-5
pilra9raphs 10, 24, 94, 96,104 roman 14, 89, 136, 144, ISO word breaks 106, 138
parentheses ISO Roman numerals 92- 3, 146 te<:hnology4, 8, 16-18, 30, words per line 22, 138 Pearman, Hugh 176 Rudof~ky, Bernard 4 37,42-3. 46,48, '>8, 62-3, World Wa r 11 39, 42, 62, Penguin Composition Rules 36 rules 42-3, 48, '>8, 72 SO, 100, 121, 126, 133 110,136
Pepys, Samuel89 rural commun ication 60-3 Teige, Karel30 writin96, 16, 24-7, 35, 60,
phonology 80 text nume<als93 74, SO. 90, 92, 96
phototypeo;ening '>8 saccades 20 Thirteen 214-17
physiology 100 sans+baum 218--23 tight setting 22 x-heig ht 16, 20, 22, 82, 95,
pictographs 110 sans:>erif 52,84,134,141 timetables 114, 116, 146.244 140-1,148 Pitman 57 SAS224-9 t~ ling nUme<al,93
portfolios 152- 245 Saswon, Rosemary 25 tona lityB2,138
posters 60,62. 64,68. 121, Saussure, F. de 72 tracking 133-6
126,153,lffi Sdwffer, Peter 35 Tric ken&Webb238
PostScript 144 scteens 48, 80, 100-9 Tschic~ld. Jan 36-9, 216
Pilwne<, John 176 secretaries 54, 89 ty~ ~ile 20, 52, 82, 126,
Prang, Louis 121 -emanties 72-3,78, lOO, 102, 133,138
Prim for Par/iol Sight S 1- 3 104,112 type-specimen books 36
The Primer's Gmmmar 39 -emicolon 90, 136 typewriters36, 54, 57- 6, 62,
print ing 6, 35, 36--42, 48, 58, :>emiotics 72-3,76,142 80, 93, 112. 146, 148
62- 3. 72, 80, 87. 90, 110, :>erif52,B2,B4,I40, I48 typography
125,133 :>ett ing 22, 37, 84, 89, change 28-31
pronunciation 106 100,102, 104,106, craft 44--7
proofreading 87 126, 128, 138 definition6-13
p'Y'hology lOO, 1<11 shorthand89 natu re 14-17
publ ic re latioos46 signage64, 67-9, 84, 112, readir>g 20-3
publ ishers98, loo 114,116, 153, 21 4 sJI!'aking 18-19
punctuat ion 54, 57, 80, 84, sloJl!'d lenerform' 144 writing 14-7
67- 6,90, 94-5.128, 136 small capitals 146-7 Smith, David 172 UNA (Amsterdam) designers
Qu.rIJ(Pres, 144 Smith, John39-40 172, 230-7
question mar1<s95, 136 Smith, Richard 200 ur.ci. r,88
quotation ma rks 144 solidus 149 uooerl ining 62
Index 2SS
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