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6
bers in our art and advertising design replacing the roman alphabet, was addressing 1,500 students. travel,
speeches,
department and I am enclosing only those
faculty members who teach typography
which would eliminate all language At the end of my speech I was asked friends,
and have expressed an interest in the barriers and, thus, enhance com- to what I attributed my success. worshippers,
paper.
Thank you very much, "U&Ic" will reach
munications among all the peoples I replied," To the'0'." idolatry.
hundreds of students. of the world and, thus, create ever- I noticed a lack of enthusiasm You are a hero.
Tom Chibbaro lasting peace and harmony. for this response which was prompt- Your name is in lights.
Sid Sasson
Bob Holden
So be it. ed by a lack of understanding I felt You have attained the ultimate success...
You are now eligible to become a member of
Bill Sealy I bided my time waiting for the obliged to explain. that great AD Club in the sky.
Anne Namm
Adjunct Lecturer
opportunity to exploit my theory. This explanation, which was And achieve Immortality.
New York City Community College Nothing significant happened for recorded in Japanese and translated For a while.
LETTERS WERE SET IN KORINNA WITH BOLD THIS ARTICLE WAS SET IN SOUVENIR BY HERB LUBALIN
1.272.ox.rntire eme,
In wooing a woman or a customer na single technique
has yet been invented that, to our knowledge, is infallible.
And yet the advertising business seems to develop peri-
odic passions for a single font of wisdom. Unfortunately.
when all products are dressed alike in a single advertis-
- ges adckessed alike to allcust ono
ing style and their messa
fro their individual motto of me-me-nn become indistin-
MASQUERADE
BENTYL guishable in the chorus of rne-toos. We don't believe in
this kind of typewasting.To us. the heart of ad is a
simple. vital, selling idea. To convey it. our illustration
MASQUERADE
bard.our copy long or short. It takes all types. Call SHUL
A QUICK
STOP TO
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(EXEMPT NARCOTICS). PERNIENEAMINE CITRATE ITRIFILENNAMINE CITRATE CHIA Sa\-/ER DE
Fi TshtorreutchtBeusr,lieRoasnd:eiawonaNeueionnrcidlee aia pnpnproeouiracanemds
SayER DE
selling opportunities seven days a
weekall starting November 28th.
TW IDIPTR R
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12
SOUND SPEL
to no more about it, just reed on... point. U predict that Soundspel wil obsoleet th millyunz
ov buuks that ar now in our liebrerryz. Absolootly not;
not for fifty yeerz! And not eeven then. For mor than
Soundspel is phoneticjust as Eng- Let's suppose that tomorrow you pick fifty yeerz thair'l be plenty ov peepl around hoo can
lish spelling's meant to be, but isn't. up your morning paper and find it
Hundreds of years ago English was writ- printed in soundspel. You discover that reed boeth waez. Diligent yung stoodents hoo need to
ten phonetically, until the early printers all TV commercials, the magazines deliv- refur to oelder buuks wil lurn to reed them just az u
muddled it up, the kings okayed the mud- ered to your door, and most of your third lurnd to reed sixteenth senchery buuks in scool yuurself.
dle, the writers accepted it, and the rest of class mail are in soundspel too. Billboards
It wil be no harder for an advanst stoodent to lurn to
us have struggled along knowing that and road signs, when replaced, will be in
something was wrong with our spelling, soundspel; also labels, directions, and reed 1974 Ingglish in 1994 than it iz for children begin-
but not knowing how to straighten it out. other public reading matter. Suppose this ing scool in '74 to lurn to reed and riet our craezy
Soundspel may remind you of your began tomorrow. It would be a jolt. But
Ingglish az we spel it todae!
childhood spelling, but don't be fooled how big a jolt would it really be?
it's no "kid-scribbling". On the contrary, it In the soundspel paragraphs here you Just ask yuurself how much u reed. in an ordinerry
brings together the best ideas that genera- may have encountered a dozen words that
dae that wuz riten mor than ten yeerz ago. Probably not
tions of scholars have had for the simplifi- stumped you briefly. Next time you meet
cation of our writing. Soundspel is for them they'll be as easy as the other 500 oever 2%. Seldom do u reed a nuezpaeper, a magazeen,
children, for adults, for foreigners learning words you read without difficulty. Your leter, memo or a report that iz oever a fue weeks oeld.
English, for everybody. It has a few simple personal and business letters, memos and
Eeven moest buuksinclooding text buuksar fairly nue.
rules, but even without them you can read reports will not be affected. You'll keep on
it pretty well at first sight. No twisted spell- writing them in oldspell as usual. You U,ov cors, wil be aebl to reed boeth waez for th rest
ings, no unused silent letters. Soundspel might compare a switch to soundspel with
is, above all, honest: each word is pro- the jolt you'd have tomorrow if many of ov yuur lief. In fact, th oenly tiem u'l ever need to
nounced exactly as it's written. your friends began talking with a strong riet Soundspel wil be when u riet to yuur grandchildren.
Italian, Spanish, German, Dutch, Hun- British accent. It would, by jove, be jolly So whi not giv th next jeneraeshun a braek and let them
garian, Finnish, Russian and most other annoying and a bit sticky at first, but you'd
western languages match letters to spoken lurn to reed th eezy was furst?
catch on in a jiffy.
sounds. We can do it in English too: A quick switch to soundspel would slow Sinseerly, (52.511
down your speed-reading for a while, but
Th wether man predicts sum cloudy- you'd know that those few weeks of in-
Joon 1, 1974
nes todae but th probability ov raen iz convenience were laying the foundation
sliet sins th skiez ar expected to begin for a more literate and, hopefully, a more
cleering toniet. Then Saterdae wil be fair trouble-free Americaand certainly a every author, journalist, copywriter and ing-plaes for thoez hoo heer gaev thair
and just a bit wormer. more communicative world. English is the typesetter. No longer. Today we can place lievz that that naeshun miet liv. It iz
This Octoeber wil probably be remem- world's best hope for an international a transliterating computer between the aultogether fiting and proper that we
berd for qiet a whiel, in fact it wil hav a language. Except for China, 30% of the typesetter's keyboard and the photo print- shuud do this.
distirakshun rairly claemd sins th Valy haz world's literate population already has a out unit. At the turn of a switch the oldspell But in a larjer sens, we canot dedicaet-
staed sogy for moest ov three weeks. working knowledge of English. And we're input comes out as soundspel typesetting. we canot consecraetwe canot halothis
And th printed report wil luuk verry un- told that English has replaced Russian as And the saving in printing bulk will pay for ground. RI braev men, living and ded,
uezhooal with a string ov figuerz in th pre- the second language in Chinese schools. the computers again and again. hoo strugld heer, hay consecraeted it far
cipitaeshun colum. Last Octoeber thair Its major international drawback is the way abuv our power to ad or detract. Th wurld
wuz a singgl entry for raen. we spell it. By haphazardlyrather than We have, at last, the technology.
We hav, at last, th tecnolojy. wil litl noet nor long remember whut we
Tho it seldum caem net on skejool, th systematicallymaking our 26 letters rep- sae heer, but it can never forget whut thae
raen wuz mor than welcumaul that free resent the 42 sounds of English, we have Do we have the courage to use it?
did heer. It iz for us, th living, rather, to be
lawn wautering plus long raenj benefits. created a Frankenstein of 600 exceptions Do we hav th curej to uez it? dedicaeted heer to th unfinisht wurk
Th best part haz bin th jentl, unstormy to the rule of "one letter for one sound' which thae hoo faut heer hav so noebly
carracter: No big windz spred laeerz ov Spelling failure is high on the drop-out list. TH GETIZBERG ADRES... advanst. It iz rather for us to be heer dedi-
sand befor th drops caem down. Our children use more than a year of their Forscor and seven yeerz ago our faatherz caeted to th graet task remaening befor
Temperatuerz ar beeing verry consis- early education trying to memorize these braut forth on this continent a nue nae- usthat from theez onord ded we taek
tent. Wenzdae had 70-49 and todae au- 600 exceptionsexceptions that give an shun, conseevd in liberty, and dedicae- increest devoeshun to that cauz for which
ferz 70-48. Windz wil be moestly jentl. unnatural spelling to almost two-thirds of ted to th propozishun that aul men ar thae gaev th last fuul mezhuur ov de-
Bi th washow about that wintry visi- our words! By contrast, children in Italy creeaeted eeqal. voeshun: that we heer hiely rezolv that
taeshun to uther parts ov th cuntry with and Spain learn to write their language Now we ar enngaejd in a graet sivil wor, theez ded shal not hav died in vaen: that
sno in Nue York for th furst tiem so urly in without even the aid of a spelling book. testing whether that naeshun, or eny nae- this naeshun, under God, shal hav a nue
103 yeerz! Pitsberg had fluryz last Mun- Ten years ago the dream of simplifica- shun so conseevd and so dedicaeted, can burth ov freedom; and that guvernment
dae, and uther points between heer and tion defied fulfillment. But not today. Ten long enduer. We ar met on a graet batl- ov th peepl, bi th peepl, for th peepl, shal
th Atlantic hav had a furst snap ov Winter. years ago we would have faced the impos- feeld ov that wor. We hav cum to dedicaet not perrish from th urth.
Thae ar welcum to th hoel thing. sible task of changing the writing habits of a porshun ov that feeld az a fienal rest- A. LINCOLN
THE SOUNDSPEL KEV - la
The complete Soundspel alphabet
system is shown here. Children,
adults, and foreign students who
master this relatively simple sys-
tem will then be able to write, in
Soundspel, anything they can say
in English. The Soundspel concept
is not novel: it is an adaptation
for Englishof the phonetic spell-
ing used daily by millions who
write in Spanish, Italian, German,
Russian, Swedish, Dutch, Finnish,
Hungarian, Turkish and most other
western languages. Some day a
system like this may free us from
the ordeal of memorizing the spell-
ing irregularities that are found in
more than 100,000 English words. a as ae air ar au b ch d e eei er2
at
about*
father age fair car auto bed church dip edit
system *
eat baker
nvt ng nk o oei of oo or ou
eer f g h
hear fat got
hat it
easily*
iel
ice
judge
kit cat
1
let
m
men
sing
sink hot
atom*
open oil ooze sore out
how " "
pqr a rrow
merry
sets
sh
shop
t th4 u ue
tin thin up unit
Pairs of vowels ending in 'e' (ae ee ie oe ue)
are pronounced like the first letter of the pair
when you say "a, e, i, o, u" in reciting the
soundspel comfortable for most readers
by selecting the digraph or trigraph that is
already firmly associated with a particular
pet quit this alphabeta bcd efgh ijklmn opqrstu.
sorrow
hurry Oldspell ...date, wait
sound in the reader's mind, eye and ear.
ur uu v w wh x
urgent put van wet when ax
4
exam
yetY
holy
5
Zorle.
Zh
azure
Soundspel ...daet, waet (ae)
Oldspell ...heat, feet
Soundspel ...heet, feet (ee)
There is, however, one selection that is
not easily made. It concerns the digraph
chosen to represent these two different
Oldspell ...bite, right `oo' sounds: loop...look
Soundspel ...biet, net(ie)
tool...took
Th 'eland wuz atacht to th maenland What's Been Done to Make It Easy? Oldspell ...boat, note
food...foot
Soundspel ...boet, noet (oe)
bi a long strech ov sand. Sloely it wuz There are millions in America today and mood...good
Oldspell ...cute, few
civiliezd, furst bi Indianz, hoo caem to fish millions out there in the future for whom Soundspel ...cuet, fue (ue) loom...wood
in th sumerz, and then bi whiet men, hoo the gift of phonetic spelling is the key to a The vowel-sound in 'good, should' etc. is soon... book
bilt manshunz amung th treez and braut bright new world. But there are other mil- written 'uu'guud, shuud. (No change in moon...cook
thair familyz out from th sity. Th wimen, lions who already know how to read and `00' for the sound in 'moon, food, boot,
could
loom, groom,' etc.) The rest of Soundspel is
planting flowerz, discuverd arroehedz. Th write. They, for the most part, oppose close enough to our present-day English so would
reedz wer cleerd until eech hous had a change. "Leave good enough alone and you're not likely to misread it. should
beech. Yaats, moord aufshor, revolvd on don't rock the boat", they say. "Don't u'r not liekly to misreed it.
Dr. Godfrey Dewey's thoro research in-
thair angcor lien, bras fitingz winking in th make us learn to spell all over again". * The Short Vowels (a e i o) in unstressed dicates that the 'oo'-sound in 'moon' oc-
sunliet. A tomahawk wuz found in th Even the most utilitarian contractions syllables are often pronounced almost like a
curs more frequently than the bo'-sound
nite, thru, foto, slo, tho, etc.have had short u. (Linguists call this diluted pronun-
graev yard. Elizabeth, Mathue's oeldest ciation `schwa'.) in 'wood' or 'would'. So soundspel picks
dauter, marryd Qentin, Ken Richardsun'z ruf going. Readers often regard spelling "" To keep certain words looking more famil- the digraph 'oo' for the vowel-sound in
oeldest sun, and a nue hous wuz bilt at th change as degrading, not knowing that iar, medial and final au and ou may be re- `moon' and uses a new digraph curl'
verry tip ov th ieland, faesing south. Be- many linguistic scholars are in the van- placed by aw and ow (as in law, tower' ).
for the 'wood-would' sound. At first the
cauz th hous wuz expoezd to th wind, it guard of those supporting it. But the 1. To keep words looking more familiar, the
combination 'Liu' may seem a bit awk-
finale may be dropped from words ending in
wuz qiet cold in th winter. Elizabeth public's attitude today is negative. So we ee (we0, he0), ie (alibi 0), oe (go0, noe). ward to English readers because today it is
planted roezez and hung wiker burd cae- must be sure that every stone has been found only in the word 'vacuum'. Fortu-
2. er and ur sound alike. Use er in unstressed
jez from th treez. Qentin raezd goelden turned that might reveal one more way to syllables; use ur in stressed syllables. nately it will occur but once in every 1.35
retreeverz and wun troefyz, hunted duk, reduce, by even a trifle, the impact of 3. After the short vowel-sounds a e o u use words only two or three times on an av-
qael, and fezant. Bi th tiem Samueel wuz change on present readers. We who see double rr rather than single r (to prevent
erage page. The other soundspel digraphs
confusion with the digraphs ar, er, or, ur).
born, th civiliezing wuz oever. Twenty-for the advantage of change must make every and trigraphs fall naturally into place and
effort to put ourselves in the shoes of the 4. th and x have two pronunciations
manshunz liend th singgl roed that ran unvoiced th (thin), and voiced th (this); their pronunciation is largely self-evident.
down th midl ov th ieland. Men hierd from millions who do not. unvoiced x (ax,6), and voiced x (exam,g-:).
That's why anyone who can read
th vilej neerbi kept th oek treez and apl Winning converts from those who al- 5. y is used not only as a consonant (yet), but
ready know how to read English is the English will soon see that he can read
treez and elmz and evergreenz proond, th also as a vowel (holy) often replacing
soundspel too.
lawn and hejez trimd, th leevz raekt, th Number One job of soundspel, and the unstressed ee or i.
That's whi enywun hoo can reed
windoez polisht. Gardnerz continued to only way to win them if indeed it can be Five self-evident abbreviations are used
done at all is to make the changeover u (you); i (1); th (the); to (to); do (do). Ingglish wil soon see that he can reed
fiend arroehedz in th soil, sum ov which soundspel too.
thae kept, sum ov which thae turnd oever easy. Two hundred million people is a lot
of opposition, but if the cause is just and Spelling Simplification and
to thair emploierz. Samueel, Qentin and graphically unacceptable unacceptable
the solution is reasonable victory may not Phototypesetting...the new road to a
Elizabeth's oenly sun, explord th ieland. to the eye. So, to smooth the path of
be beyond reach. This article is published quick changeover.
He bilt model boets, airplaenz, and carz, change, we regard wh as a digraph (rep-
foloed th fezants and squrelz bak and forth in the hope of winning friends for the resenting h + w) and make it part of writ- The 400-year history of simplification
acros th lawn, and lisend to "Capten Mid- cause. And prospective friends should be ten soundspel. Another good example is makes it clear that writers and typesetters
niet" on th raedio. Th strech ov sand con- told what has been done to smooth the `or'. The sound of 'or' could be phoneti- not readershave consistently scuttled
ecting th ieland to th maenland becaem a way. Knowing what has already been cally written 'aur', but to use such spellings all serious attempts at spelling reform. The
public beech. Th neerbi vilej becaem a done, they too may have suggestions as 'maul', 'aur', `baurn', etc. for words like public has never seen more than token
rezort. But in th autum, after th vacae- leading to further improvement. more, or, born, for, store, sport, resort, samples of simplificationnever enough
shunerz had left and befor th sno had All the sounds of spoken English can be implore, etc. would look very awkward. for readers to pass judgment on it.
faulen, th ieland luukt much th was it had written with as few as 42 symbols. But if So soundspel accepts 'or' as a digraph Some time around 1910 twenty impor-
when th Indianz furst caem to fish. Th only 42 were used the spelling would look and makes it part of the written language. tant newspapers agreed to try simplifica-
sand wuz cleen and whiet, th wauter quite awkward. Soundspel uses 53 elev- Other concessions to visual familiarity are tion on a piecemeal basis: 12 words this
sparkld liek a handful ov goeld coin, and en more than the absolute minimum. shown in the panel above. year, 30 next, 300 the year after, and
th houzez wer verry qieet behiend th treez, These extra symbols are familiar letter These concessions, of course, put a 1500 or more eventually. It may have
az if no wun livd in them. Siting outsied combinations so deeply ingrained in our slight extra burden on students learning to been a great idea but it was bad psychol-
wun afternoon, woching a squrel chaes a reading habits that to replace them with write English particularly on the foreign ogy. Nobody wants to change his writing
waulnut, Samueel smeld th smoek ov th unfamiliar, tho accurate, combinations student. But it's easier for him to master habitsleast of all journalists and typeset-
next dor naebor'z burning leevz and nue would be offensive to the reader's eye. A what he'll regard as eleven consistent in- ters frantically trying to meet deadlines.
that sumdae he wuud hav to go. Th good example is wh which appears again consistencies than to memorize hundreds As for readers, we can't say how much
smoek, th smaul whiet cloud riezing throo and again in our writing. Wh is not one of of irregular irregularities. And the same resistance they'd generate because we do
th treez, seemd a signal. Hiz muther wuz the 42 basic English sounds because it can may be said for our own first graders. It's not know. If the simplified spelling were
on th terris, wautering flowerz. Out on th be broken down into the phonemes h and not unreasonable to require them to yield comfortable enough so that almost any-
wauter a singgl saelboet slid throo th w, in that order. But to write 'hwen', something for the benefit of adult readers body could quickly "catch on", the resis-
jentl sunliet. Th squrel lost th waulnut hwich', etc. for words like when, which, who ate in the driver's seat and can say tance might fade away rapidly (as it has in
and began chaesing a leef. where, while, why, what, etc. would be NO to the whole idea of simplification. England with the recent change to decimal
14
ova
coinage). We'll never know how much SOCIETY and SIMPLIFICATION less waste of human resource. We must an oportuenity to lift th qolity ov lief in
resistance we'll get from readers until we ...an opportunity to do a good turn end its astronomical cost in well-being and Amerricaand probably in th wurld bi
try simplification on a large scale, and up for the future ... in money. suporting speling reform and puushing it
to now we've had no good way to try it. Spelling simplification may be the very Spelling reform offers us social benefits throo to fuulfilment. Heer iz whair th baul
If, at the outset, we limit our use of sim- best way to attack four problems baffling equal to the metric system's economic ben- can start roeling. And u can plae a verry
plification to newly printed material and American society today: juvenile delin- efits. Many schools are already teaching significant part in this graet moovment.
new public signs, we can completely quency, crime-in-the-streets, hard core phonetic systems of writing and reading to Yuur grafic no-how, yuur inflooens and
eliminate the writers' and typesetters' re- unemployment, and expanding relief rolls. first graders before subjecting them to the yuur eforts can do much to get reform
sistance. They need make no change. Lurking behind these evils is the failure disharmony of traditional spelling. This is started. This mae be yuur was to help
Why not? Because we can program com- of many to master our illogical, incongru- a good foundation for the coming of sim- build a beter Amerrica this mae be yuur
puters to convert their typewritten oldspell ous spelling. It is the chief cause of student plification. The educators now need gift to tomorro.
into typeset soundspelat fantastic speeds! drop-out. Drop-outs, in turn, are the ma- strong support from the adult population The Typographic Committee for Spelling Simpli-
Take a look at what is happening today jor source of our delinquents, criminals, support for a simplified system that adults fication, sponsored jointly by Photo-Lettering Inc.
in the phototypesetting revolution. More unemployables and paupers. can accept and use. and the International Typeface Corporation, has
and more type is being set this way: supplied the material for this article and acknow-
10,000,000 students are falling hope- In this presentation we have tried to ledges its debt to earlier writers on the subject.
1. The author typewrites his manuscript
lessly behind in their effort to memorize sho that simplified speling iz practical Much benefit has been derived from their work.
as usual. The findings of this committee are offered as a
2. The typesetter keyboards the manu- the hundreds of different ways we write now; that adults can reed it without further public service. Inquiries may be addressed to:
script onto punched or magnetic tape. our 42 basic sounds. 16,000,000 Ameri- traening; that thae need lurn no nue riet- Edward Rondthaler, Photo-Lettering Inc.,
cans cannot read a newspaper, and ing habits; that thair persunal rietingin- 216 East Forty-fifth Street, New York City 10017.
(The holes in the paper tape simply repre- deed aul thair rietingcan continue with-
sent letters that have been keyed.) 19,000,000 cannot fill out a job applica- NOTE An experimental feasibility program demon-
3. The tape is then converted back into tion form. Seriously disabled readers in out chaenj, and that compueterz wil trans- strating tape-to-tape computer transliteration of
laet riten oldspell into printed soundspel. soundspel is presently being conducted by Edward
visible letters and projected, a paragraph our prisons outnumber the national aver- Lias, director of the computer center at Ocean
or two at a time, onto a proofreading age almost 4 to 1. We must stop this need- Th Grafic Comuenity haz befor it todae County College in Toms River, New Jersey.
screen resembling a TV screen with a
typewriter keyboard attached to it.
4. The proofreader reads the copy on
the screen. He can type in corrections, ,_(Gt`'.:_,Z. ,_)?//777,C,f,r4//tie- .22,3.z-)2):57:3/_57_47/i77:,602vaiv
/ PREVIEW:
additions, etc. As he types, the errors
magically vanish from the screen and the
- ae ' ,/ieN-,.5Xyyze
[R /2/f,i9--713/g7/tET/ye-A/A,,,7
and the proofreader could then type in the ,9f F60IRA ---._
c,,e,v,..:
correct soundspelling. !GREAT
;IDEA IS I
And all this will be practical long before if --- THE ONE \\
simplification is accepted. REN,n4 !oft0 /MAT HITS
The important thing to remember is that OP hqe 'YOU RIGHT
the resistance shown to previous attempts 1164046-4m,o
'OETWEEN THE
at reform has been writer-resistance- 6'44,6-- Re*01-1u4rue
EYES, BUT IT'S
\ THE ONE YOU
not reader-resistance.
--
We can now detour around the writer- /
74 r Gagge)
resistancethanks to phototypesetting
and its energetic computers.
THIS ARTICLE WAS SET IN SOUVENIR
THIS ARTICLE WAS SET IN SERIF GOTHIC
Question: Which are the greatest
numerals you have ever seen.
6:11
oir
Answer: Stilla numerals.
And the'ris kind of great, too.
H.L.
That was a time B. T.L.&L. (Before Tel
sion, Life, and Look) and The Saturd(
Evening Post was truly a household u
Was a time when every Saturday nigh'
In 1962, Herb Lubalin was asked saw the man of the house coming hor
to redesign The Saturday Evening from work with a copy of the Past tu(
Post. He said,"What for?"They said, underneath his arm readyfor Sunday
"To restore the interest of the ad family reading.
agencies and the youth market." And what a magazine it was! Foun
Herb's idea was to redesign the by Benjamin Franklin way back when,
magazine back to what it was before featured stories and articles by the out
it became something else. Once standing writing talents of the day fic
again to make it the great Middle and non-fiction with much text and in
Class American Literary Magazine
dental illustrations. A magazirc to ent(
it used to be. Once again to make
tain, inspire, and help you rise ahcr)e
'GOOD OLD cares of the moment. To make you this
SATURDAY to make you laugh, and yes maybe ev(
make you cry a little.
EVENING POST It was not at all unusual to see such
:
.
.. .
OF
An Illustrated Weekly Magazine .7...
.............44.
mee nem/an .ov.
...........
., uomf .... rr,
e' 1' 1 v ,,.
YOligNaprtAMEN .
HOW Will
''''''''''
you trade
,
The Great Universal Genius
..570,... ehl. BIOGRAPIO, Ore The Rim lenenNe JO
....... . e....
..,Olt _ ..
REPUBLIC =. ..
1.
E. R, DuMONT, Publisher,
ehmttetattt,
0, ,
the hook
!tors of comparable ability? zine back to its original form. They said, What do you think? U&Ic will welcome
!II, TV, Life, and Look for one thing. "You're out of your mind! This your opinions.
is the 20th Century!" So Herb resignedly
THE LITLISILIT ...NINO POST
redesigned what turned out to be a big
e Senator's MightDs General Charles King 20th Century compromise and an even
17:4 bigger 20th Century total failure.
But people learn by experience. Right?
Wrong.
In 1968 after a six-year downhill strug-
gle a new management once again (you
guessed it) asked Herb Lubalin to redesign
The Saturday Evening Post. Herb said,
"You're out of your minds. I al-
most put you out of business in '62. Now
you're coming back for a second chance?
You'll be defunct in 8 months"
Management decided to risk it and were
out of business in 8 months.
A continuing debate has since raged on
who it was exactly who put The Saturday
Evening Post out of business. Ad people
claimed it had no place in our present
society and appealed to the wrong audi-
ence. The Post people claimed that the Ad
people were responsible because they
failed to understand the value and appeal
THE SATURDAY EYENING POST
of the magazine's editorial policy. Herb 16
SPECIAL
OFFER
No .3 $500 R
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bade Vichy Tablets t Root Sc,,
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IVIadauu
Make Money at Howe Everything as perfect as care and
money can make it. All that it
Ia Sal sl Makesiselle costs you in addition is the expressage.
Compact, Light, Portable and Cheap.
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Faitinfe=
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=agiQiir""
THIS ARTICLE WAS SET IN SOUVENIR LIGHT ITALIC WITH BOLD ITALIC
18
1VHOIN312.1VW
Something for Everybody from U&lc.
COMBINING SEX AND TYPOGRAPHY "AMPERSANIX'THE in France after his hero's exile,
SIGN & IS CALLED and he was not shy about express
ing his continuing high regard
THE AMPERSAND, for Napoleon. It is ironic that
FROMTHE PHRASE his excessive zeal in behalf of a
"AND PER SE AND" cause most of his countrymen
RR OR"&"BY ITSELF thought well lost resulted in his
becoming an object of ridicule.
MEANS"AND:'THE Perhaps, though, Nicolas
Chauvin has the last laugh for,
RH CHARACTER IS BE-
LIEVED TO HAVE
though all those who mocked
him are long-forgotten, his
ORIGINATEDAS AN name remains in the language
RH ABBREVIATION
OF THE LATIN Er
of us all the word chauvinism
being coined to describe his
fanaticism. And it remains ever
popular today as the one best
MEANING "AND:' word to indicate militant, boast-
PRONUNCIATION? ful, and wholly unreasoning de-
AM-PER-SAND. votion to one's country, one's
race, or one's gender.
"AVANT-GARDE"
A literal translation of the
French words making up
MARRIAGE avant-garde would be "be-
fore the guard" The English
modification of it is van-
Commune et Departement
i 1040
Far the year January 1-December 31 1973 or Other taxabio vear Ceg inning
Department of the Treasury-100mM Revenue Service
1973
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9
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.5 14 Adjustments to income (such as "sick pay, moving expenses, etc, from line 43)
commune 0 15 Subtract line 14 from line 13 (ad usted rocs income) . .. . . . . . . '15
t f you do not Remise deductions and line 15 Is under 610,000, find tax in Tables and ante on Use 16.
11En cas de changement De domicile s f you Itemize deductions or line 15 is $10,000 Or mane, go to line ed to figure tax
.5 CAUTION. If you nave uneamed income and can be claimed as a dependent on Soin,parentkretfirn. check hero 0 and see Instructions on page].
durant Fannee ecoulde, indiguez
Fran
on*
11 Form 4726 ORDform 49721
16 Tax, check if from: Tables 1-12 Tax Rate Schedule X, Y, or Z
votre adresse au 1" janvier 1973.
0 Schedule D .1 . - S chaduIe G 1 16
`!!Palapuequau.lhed 'xe4,
17 Total credits (from line 54) 12
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18 Income tax (subtract line. 17 from line 16) 18
"EGGHEAD" commune
W-2 or W-2P to front)
b 1973 estimated . tax payments (include amount
21a
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allowed as credit from 1972 return) . . . . b
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lead was first used by Ower A. le 1974 c Amount paid with Form 4868, Application for AutOnlatic
Extension of Time to HIS U.S. Individual fik5Cme T. Return
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son..Abne of the famed ; , .efl . Other payments (from line ssy . ,. . ;; . - 4 / e .,
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10
e word was revived during 8 Note: 1972 Presidential Election Campaign Fund Designation.Chea ,-, if you clla not designate $1 of your taxes on your
2042 C E ONO
CADRE R E SERVE A LADMINI TIO g 1972 return. but now wish to do so. If joint returri, check Ei if spouse did not designate on 1972 return but now *sheet ea sd.i
952 Eisenhower-Stevenson 1.1_1_1_11 111 , 1.1 i; J_ 1 I III _11_1 1_1 iilvi II(11111111 11 Sign inti,r=r.:fileieWV.11ZAW:f7e4ri:flteuitlo'4.iiiTt:arL ill:till::,%%dlt",11142::irs:.""7 0d"""6'"
"
Daign. There's no doubt that 21_1_1_11, _L_L I 1_1_1 1 I 1 I I le i here illo y.r ,,,,.... .
One. 1111' riowere wand.. iww. biJa amused oars
This is a favorite of mine typographically (1) Kobel for displayNote title and
as well as conceptually. The typography cover and frontispiecethe only
is hardly flamboyant or inventive and cer- 'designed' typography. Also used for day-
tainly not meant to be. It's meant to be to-day section dividers and storyboard
intelligent, logical and clear in a most heads.
complex situation; trying to capture in (2) Century ExpandedAppears for
book form 46 hours of continuous CBS editorial transitionsbetween voices or
News television coverage of the first to establish time and locations
landing on the moon. intelligence.
Typography attempts to distinguish and (3) Century Expanded ItalicThese are
separate CBS News 'voices' from astro- verbatim CBS News reports as they
nauts, Houston Center voices' and edi- appeared on the air. So Century
torial transitions, etc. It breaks down as Expanded Italic represents CBS News.
follows:
In all six typefaces were used throughout (4) Century BoldIdentifies CBS News
people who are being quoted (in Century
MY BEST WITH LETIEI
this book.
Expanded Italic). Also Century Bold used
for verbatim 'voices' of the astronauts
and the Houston Space Center people
or everyone but CBS News.
Man (5) Century Bold ItalicIdentifies all
on the Moon This ad was prepared for presentatio
other voices' other than CBS News. purposes only. While designing the al
July20,21 (6) Spartan MediumIn 4 pt. typeface liked the way the pieces fell together
captions for the off-the-screen photos of so easily.
the entire event (treated as a story- The two-part headline, with its allusic
board). Also to identify each frame accu- to original sin, had a see-saw quality
rately as to the moment it appeared on which allowed either part lo be read 1
the television screen. Using a compass, Futura Light transfl
LOU DORFSMAN, USA sheet type, an Art Kane foto and stats.
I designed this "poster ad" to be seen
across a conference table rather Thai
paging through a magazine.
I did it in 1969 and on subsequent vie
ing I'm sure it's not my best bit of typc
raphy. But at the time it satisfied me c
a solution and impressed those being
presented.
GENE FEDERICO, USA
1056:20 EDT
72069 The historic. voioptest of the noton as reported to the American people
by CBS News over the CBS Television Network.
ATYPI
COPE* general. Regular patterns, in the widest Rhythmic scribbling exercises could serve designed with this in mind. All this public let-
HAGEN sense, allow the greatest freedom of forms to uncover natural basic patterns. The most
and shapes, and at the same time bring a important element in this pattern is the
specific point of view which goes like a red angle or the different angles of movements;
line through eery form that results from other elements are widths and heights
this way of conceiving design. Let crys- which can only be defined at a later stage.
tallography serve as an excellent example in Having defined the principal pattern ele-
Nature!..."
tering is thus a factor in social life in quite a
different sense from ordinary reading and
writing and it is a new factor. It has become
part of the environment and its problems. It
is lettering for these new and various uses,
as opposed to the design of text typefaces
ments of each individual child, the actual for books and newspapers upon which I
New rules for new methods... teaching ofwriting can begin. . ." propose to concentrate here...The char-
"... The complete regular pattern can be acters which we write or which we read in
".. . We have to create rules for a new design
method; to work in accordance with these used right away without the fear of disturb- books are normally small black marks on
ing the natural free movement because this white paper. Those which we see dis-
A Proposition for rules will lead to results which will fit into a
pattern is itself a record of free muscle played in advertisements, in shops, on the
new invisible system, this will not force us
Education into uniformity but will allow the greatest reflexes. For these earliest writing exer- streets, on the screen are made up of all
in Letterforms degree of freedom and flexibility. . " cises, we should not teach basic symbols of sorts of sizes, mostly large, or very large; in
the alphabet in a specific traditional form, all sorts of materials, plastic, metal,
and Handwriting "... At the same time letterforms will evolve but only basic form-characteristics. These ceramic, fibreglass, etc., as well as paper;
away from their existing forms, and it will basic form-characteristics should be shown produced by many different sorts of pro-
By Wim Crouwel almost cease to be possible to make faithful cesses; and in many cases, with the added
in such a way that the child can interpret
copies of historical typefaces. (See for them in its own way. A moving picture dimensions of color, artificial illumination
example what the Digiset, the Linotron, or could serve this purpose, or a series of and movement.... public and display let-
any other CRT-machine, which works slides could show the symbol in different tering everywhere leaves much to be
along the lines of regular patterns, is mak- existing forms. The idea is not to show a desired...one of the things to be done is to
ing of historical types. Take a close look specific "a," etc.. .." educate public authorities as well as those
through a magnifying-glass; because the who commission, and those who read, so
Wim Crouwel is head of the Total Design
pattern is so small as to be almost invisible Studio in Amsterdam.
that they can discriminate between good
to the naked eye, we accept these ill-shaped and bad lettering. We need to show them
results!). .." what good lettering is like, and the ways in
which it can enrich instead of defacing our
"... So we no longer have to teach finished
surroundings."
lettirforms, but instead we have to teach
im Crouwel How do you think about letters?...
sees letterforms as a means to personal
the rules of regular patterns; and we have to Lettering and Society
open up the fantastic world of pattern sys- "...We have all been shown what good let-
expression. Excerpts from his tems. .This is the grammar to serve a Ian By Nicolete Gray tering is like. We have only to look at the
observations follow... guage of new forms and shapes . . ." best Roman inscriptions to see the most
... When talking about 'education in letter- beautiful possible letterforms.... Everything
"... almost every teaching method for hand-
)rms,' we cannot separate this activity depends on how you think about letters. If
writing starts with a determined pattern,
-om other activities in the field of creative you think of them conceptually, as signs
and from the strict limitations of this basis,
ducation. In my view, education in letter- which are individualisations of an idea in
one has later to develop a personal style
irms means helping a human being to find the mind, which are beautiful in so far as
... we have to invert this system. We have
personal form of expression through let- this idea is clear and correct, and its reali-
first to find the basic pattern which is
n-forms. It dOenot mean learning how to sation is skilled, then perhaps we need only
strictly personal for each individual, so as to
opy existing types... we have discovered to maintain this revival. This is a classical
explore the existing creativity of the child;
ow nonsensical it is to follow any of the way of thinking, and it undoubtedly pro-
personality in handwriting style can then
umerous 'how-to-do-it' systems." duced very beautiful and sensitive clas-
start much earlier and will develop far more
ettering sical lettering on classical buildings. But we
.. the same critical point has been reached harmoniously..."
can and should be infinitely no longer build in the classical style, and
most other fields of education. It is no "... Different teaching systems exist today. diverse one has only to look at the Roman letters
mger possible to talk about 'beauty' or Systems that use single, double, triple, or
igliness,' or about 'good taste' or 'bad taste' This was the theme of Nicolete Gray's pre- produced in the forms of perspex boxes
more lines along which to write; systems sentation. Mrs. Gray focused on letterforms now to be seen in many streets, to realise
1 absolute terms. 'Aesthetic' has become a that start off beginners with a flexible pen, a that Romans are not readily adaptable to
:rm which can be interpreted in many dif- for display purposes. The thread of her
flat pen or a pencil; systems that use pre- comments weaves through the following all uses and materials. The classical idea
'sent ways. Any shape for a utility-object is printed examples, which start with the sin- that each letter has one perfect form is one
3 good as any other shape, as long as it excerpts of her text...
gle letter, or which start with certain letter- which was tied at the Renaissance to the
,rues a certain purpose; as long as it is eco- combinations; or the most advanced sys- "...lettering is a means of communication stone-cut...monumental letter of the
omically satisfactory in handling So any tem, which starts with the drawing. But all and as such performs a vital social func- Romans. Perhaps if we detach it from this
:tterform is as good as any other letterform these systems have one thing in common: tion. But...reading is a very private affair arbitrary connection it will still work today. It
iday, provided it serves a certain aim . . ." the result is to be more or less the same and the written word implies lack of con- can surely be more logically applied to a
. o longer a basic standard . . . script so as to provide a communication tact...This written product is received by an sanserif letter based on objective geomet-
tool. This utility purpose is primary; self- individual, and the criterion of the success rical principles. The result is just one sort of
.. The result is that there is no longer any expression is always secondary. . ." and value of any lettering is, in the final letter applied to all purposes. Is this really
standard to which we can refer, either
isic resort, its impact upon individuals. I pro- what we want? To a certain extent, we
)r shape in general, or more specifically for Self-expression is co-primary... pose therefore, to begin my inquiry on the have it already and can imagine the result.
tterforms. Today we are still willing to "... In my opinion both purposes are side of the reader:" Surely it would not only become very
:cept that certain historic typefaces are equally important; neither should be given monotonous but also unfunctional. Far from
.,:rfect examples, mainly because these Here Mrs. Gray reflected on the impact of
preference. Certainly not in this era of type- lettering in the life of different kinds of peo- being more restful, one would be obliged
pes were in accord with the time of their writers, dictaphones and other tools, which to read everything, instead of being able
eation, and perfectly expressed that time. ple in a variety of everyday situations. She
-
serve the same purposes of communication feels that "... For most people lettering is not to recognize the kind of product at a
ut what typeface today expresses our just as well or even better. . ." glance by its lettering style. The idea of a
me? Is it the so-called computer-type with only omnipresent in everyday life, but takes
_range dots and thicknesses here and
Instead of trying to teach every individ-
4 . . a great variety &forms...people are nor- house-style, in itself restful and convenient,
ual child to write in the same style, with the mally involved in two quite different sorts of would disappear. In a station, how would
tere? Or is it the neutral easy-to-read sans- directions be differentiated from advertise-
underlying belief that this will later change reading. One is private and voluntary; we
:rif? Is it the standanlized functional forms
handwriting with those ball-point pens
automatically into a more personal style, we choose whether to make notes or write let- ments? And why should the advertiser be
should help the child by the rules of the ters, whether or not to read a book, what deprived of this direct way of catching the
hich are forced into the child's fingers?" eyes of indifferent readers? And most rele-
game and by the natural feeling for the basic book and for how long. When we are tired
.. The only way out of this critical stage in patterns. For this we have to discover basic of it we close the book and its contents are vant of all to my mind, why should we
:signing and teaching is, in my view, a patterns from a study of the child's uncon- seen no more. But the other greater part of deprive ourselves of the possibility of mak-
Ilular approach to the problems. This trolled scribbling in its pre-writing period, our daily reading is involuntary if not actu- ing our environment gayer and more
eans thinking along the lines of cellular and these will provide basic directions ally against our will. Even book jackets and lively?"
ttterns as a basic structure for design in towards its natural feeling for rhythm. record sleeves are displayed in shops, and The letters as a visual sound...
THIS ARTICLE WAS SET IN TIFFANY
22
ATYP1
COPE*
HAGEN
19Th
"...A monetary consideration of the anal- ty? If we expect invention and originality, 1. "Gutenberg brought us lettercasting, page
ogy of the spoken word may be illumina- how can such talent be trained and fos- make-up, and left and right justification"
ting. In ordinary speech we seldom note tered? Current practice seems to consist in 2. "In the fifteenth and sixteenth centuries, the
Technical Training
the quality of a voice: we are more inter- reviving designs from trendy decades of diagonal stress of the broad quill pen deter- for Technicians
ested in whether what is said is audible and the recent past, which thought it had rein- mined the shape of both gothic and roman and Typographers
distinct. But we also recognize that words troduced a few good designs, seems a types, especially in the lowercase"
can be shouted to attract attention, or can barren and defeatist method." By Adrian Frutiger
blare at us and become a menace; or they 3. "As earlyas the end of the seventeenth cen-
"There are two methods of approach by tury and particularly in the eighteenth century,
can be spoken or sung with such art as to which the designer can expand his formal
give a whole gamut of entertainment from punchcutters began to veer away from existing
lettering vocabulary and find a training forms at much the same speed as calligraphers
the trivial to the sublime. The possibilities of which will discipline and enlarge his native
.
the art of lettering are parallel. I see letters made increasing use of pointed pens, and
invention. One is the application of geo- made sharpness and fine lines into their ideal!'
as a medium by which the designer trans- metrical principles, the other is the study of
mits not just the meaning which the words the past." 4. "An important influence towards a departure
spell out, but also his attitude to those from Renaissance typefaces was exerted by
words. This may be completely impersonal, "...I am not a revivalist; I do not believe that Louis XIV... outlines of the letters for the new
as in a directional sign, when it should be you should use Roman rustics today, any typeface were laid down on a grid of forty-eight
as clear and simple as possible; or the more than that we should build classical or by forty-eight squares. However these carefully
designer may make his point with a simple Gothic buildings. I do however, think that built-up outline drawings had to be transferred he norms,
visual transferencefat letters to spell the no letter is obsolete which is legible, and to copperplates as engravings, and then cut by there's a good reason for them.
word 'fat '. He may wish to evoke various that all forms are usable, provided that hand upon punches by Grandjean ... in so That's Adrian Frutiger's position and here ai
connotations in advertising scent or ciga- there is a good reason for their use. As I see doing he departed to some extent from the some of the things he said to support it...
rettes; or the shape of the letters may be an the history of lettering, its pattern consists in originals... it, nevertheless, set the general pat-
opening into a world of fantasy as with the a series of classical revivals, followed by "...The strength with which memories ai
tern for typecasters of that time, and the prin-
nineteenth century fairy story illustrators, or periods of experiment and invention." retained depends upon the strength of of
ciple of a stronger vertical stress"
in a different way Saul Steinberg. Lettering feelings when they were formed, or upon tt
Even the great tangled Baroque letters, 5. "The development of calendered paper by
may also be used to convey deep per- number of times they are repeated. The lette
Pre-Carolingians, art nouveau forms, com- Baskerville and Bodoni, and the invention of
sc ,u1 feeling, as by Rudolph Koch, or to of our alphabet are part of the 'images' whic
pressed sansserifs, eighth century Irish capi- papier velin in France, made it possible to cut
jive a sense of the sublime import of what is tals or brick and tile Kufic lettering still has its
are most deeply rooted within us ...the:
written, as by medieval artists copying the
punches with still finer lines and to increase the images of sign form the fundamental e
place when appropriately fitted to the
Gospels."
contrast with vertical strokes. Rounded serifs ments of reading and writing..."
design problem involved. were gradually abandoned and were replaced
"If letters are thought of as a medium, their Who 'makes' typography today...
..Or again suppose the problem is linear, by fine horizontal terminals!'
physical qualities regain importance. The a neon sign or a line which grows on the TV "...A very clear distinction is made took
6. "Between 1800 and 1850 punchcutters ex-
whole thingcolor, form, dimensionis Screen; the handwriting of the contem- between two kinds of printed communicatic
celled in virtuosity, competing against the onset
important and integral and they can all porary student does not easily work up into The first consists of texts composed in small (
of lithographic alphabets some of them
equally be used to fulfill the purpose in lively movement, but he can find delightful medium sizes of type, produced by fast col
highly ornate. These new designs were ad-
hand..." convolutions in late Roman cursive script posing machines, in order to transmit kno\
mirable more for their technical brilliance than
Qualityhow to recognize it... and in the books of the early French writing edge, ideas and information. The types use
for their aesthetic excellence...Following the
masters. The lettering work of the past is like are increasingly subject to strict rules, whic
"...If letters are indefinite concepts, which delicate classic forms of the eighteenth and
result in widespread comprehension of ti
are a medium for diverse purposes, how a great store where the designer can early nineteenth centuries, attempts were made
search for forms of letters, ideas, and types. The second category comprises fan(
can we expect individuals or committees to alter the thickness and forms of main types, whose shapes may assume every ima
to discriminate between good and bad? inspiration--according to his problems stems as well as serifs. This led to light and
and his taste." inable style, right to the very limits of legibili
And most important of all, how are we to bold, narrow and wide, and partly decorated without upsetting the reader who is firmly set]
train art students to master this medium? For In conclusion Mrs. Gray says...students display faces of the early industrial age: his reading habits. Why is this so? BecauE
many years.I have been trying to think out must: Egyptian, Bold Roman, Clarendon and ulti- fewer words are used, their range of meanin
and check the criteria by which lettering 1. Learn to draw. mately to every kind of sanserif Grotesque!' is limited, and because these textseven wile
should be judged. There are various defi- 2. Analyse existing alphabets. Here Max Caflisch notes the influence on they are meant to convey a meaning al
nite factors; fitness for purpose, which 3. Think about design problems (including letterforms of such diverse inventions as viewed more like an illustration, and are see
includes legibility; fitness for the place and materials, purpose, and working). Jacquard's punch card controlled loom, photog- rather than read, that is to say they do not ft.
the material and process in question; com- 4. Have a wide vocabulary of letterforms. raphy Braille's abstract alphabet for the blind, intoplayersu
petence of execution; judgment in details Nicolete Gray is a Professor at the Morse Code, the Telephone and the wire-
of design and spacing; sensitivity in delin- Central School of Art and Design, London "...About ten years ago the first so-called elE
less, the scanning tube and the CRT transis-
eation; feeling for individual letter charac- writing and letterform design. tors, lasers, and of course, hot metal composing
tronic letters appeared. Readers were at fir
ter; originality. The relative importance of shocked by their deformed appearance, 1
machines. He continues this historical review
these factors varies with each particular their illogical and discordant excrescence
noting the influence of filmsetting systems,
job.... Sensitizing the student.... Finally we Nevertheless their use served to accompliE
OCRs, digitally produced alphabets and the
come to the vital question of the training of an act of liberation so far as traditional forrr
requirement of reading machines. He con-
art students in letter-design. To what end The Interdependence of were concerned. The chain was broken; ne
cludes: "...Radical alterations to the traditional,
should such a training be adapted? Surely forms of writing appeared, freed from the
Technique and Typography basic forms of our alphabet are neither desir-
ters of tradition, and this act cleared the stac
to meet the requirements of present-clay able nor possible. Newly invented letters, how-
society; again the sort of usage I suggested By Max Caflisch for creativity; the results can be seen today
ever ingenious, are not likely to become widely
earlier. For calligraphy in the sense of for- periodicals and poSters. It is not easy to judc.
accepted. Let us remember what Stanley
mal pen writing or illuminating, I see little theirqualy.Yon
Morison wrote in his First Principles, 'A type
place. Lettering as a personal means of person in charge of groups of graphic desic
which is to have anything like a present, let
expression is for the specialist; the sort of ers making typefaces now has to change h
alone a future, will be neither very"different"
course which I envisage might lead to this, teaching programme, so as to take inl
nor very"jolly."The demand that we make
but it should be primarily directed to com- account the psychological changes whic
of a typeface is not simplicity but legibility This have occurred."
mercial usesor rather possibilitiesof let-
legibility along with familiar letterforms, must
tering. it has been my argument that Typography for continuous texts ...
be preserved in the future, despite technical
lettering can and should be infinitely di-
developments that may still arise.'" "It is necessary to stress the essential c
verse... All Students should know something
about the principles and the history of san- "The automation of manufacture for high- ference which exists between text types ar
serif and roman letters, and be able to use he speed setting is a task for the future; the cre- display types, because in exactly the same wi
them and to discriminate between good interdependence of technique and ation of legible and aesthetically satisfying there are really two categories of type desk
and bad designs, suitable and unsuitable typography is traced by Max Caflisch typefaces is the task of the type designer" ers; it is hard for one and the same designer I
usage. But beyond this, how are they to from the medieval scribes through work in both fields."
Max Caflisch is head of the Department
achieve versatility in this medium which is today's reading machines. of Arts and Crafts of Kunstgewerbe- "....One criticism might be made here: tyf
potentially so rich in scope and opportuni- In sum, he notes: schule, Zurich. He is also a Professor. designers do not keep up fast enough with tt
THIS WAS SET IN AVANT GARDE GOTHIC BOOK THIS ARTICLE WAS SET IN SOUVENIR ITALIC
23
lopment of new kinds of machines, and integrate them. The alphabet has become Knowledge and awareness of type and letter-
:onsulted too late in the day. Thus for eager to co-operate, and is fully capable of forms for other professional groups...
Iple the 18-unit system seems to be set
Type in Our Environment assuming new co-ordinating roles. The media 44
...If we wish to emphasize the importance of
to years ahead. Yet one knowsdespite By Armin Hofmann are beginning to overlap and combine and
letterforms as our most significant means of
act that typography using the 18-unit sys- even to swallow each other up, so as to arise
communication... then other professional
forms a good basis for qualitythat anew.
groups must be made acquainted with the
grow, for a limited investment, it will be
"The coming generation of designers will many styles and varieties of letterforms already
ible to produce a typography which will
have to take on the task of constructing open- in existence... such as architects, industrial
no limitations at all of units affecting
ended, superior communication systems in designers, communication experts, journalists,
is. So it seems paradoxical that a virtue is
which type may have its part to play, but which television technicians, specialists in the role of
dy made of necessity, and that the shapes
will be quite unlike anything we know today." newspapers, publishers, booksellers, and
tters which are limited by techniques in
Armin Hofmann is head of Graphic Design librarians
!nt use are fixed to form prototypes in the
Department of the School of Design, Basel.
ar's subconscious (for example, types for "Letterforms must also be presented to the
composition are today cast on 18-units public in more attractive guise if they are to
rrespond with the 'standard of reading' of fter arouse greater interest..."
ke of typesetting machine in widespread appropriate bows to the crucial role
"The aim is to popularise letterforms amongst
... Those responsible for the results played by moveable type in the Education and Training all age groups and social strata. To gain support
ned are no longer only the type designers development of our culture, Armin Hofmann in Letterforms for this view, it would be advisable to include a
Iso the filmsetter operators, who hold in suggests that the alphabetical system
study of letterforms in the curricula of all intro-
hands the possibility of debasing fun- may have outgrown its usefulness. By Gunter Gerhard Lange ductory courses offered by schools whose
antal forms, of altering traditional spacing, He compares writing to speech.
T
main concerns are form and color."
hanging upright lines to a slope, and of In writing one must learn to string
1g around with the weight of the strokes." together fragments to make words, phrases, Here Dr. Lange referred to the influence of
ideas. This is becoming too Johannes Itten and noted that...
refore it is a most important matter that
a. artistic training be given to the tech- awkward, too slow, too limiting... "The success of his educational theories was in
ns who are in daily control of machines. "A brief comparison between the written word no small measure due to the fact that he was
a Stradivarius costing 100,000 dollars and our other traditional means of communi- prepared to adapt his theories in the light of
make beautiful music on its own." cation, namely speech, clearly establishes practical experience."
.training type designers... that the latter is in a better position to cope Noting the shrinking job market for type
with the deterioration of meaning, form and designers Dr. Lange sees... "The main task of
might say that hardly any problems arise
practice. Due to its more flexible structure, it ypographic all these groups is at present the creation of
ining type designers to make text type ...
can adapt more speedily and is in general able educationfor whom?... subtle adaptations of existing types, in confor-
.training operators ... to react more decisively to the challenges of mity with the requirements of particular com-
our time. Speech is less formal, less determi- "... Professional groups concerned with edu-
training of operators for filmsetting position techniques, mechanical systems, or
nate, less definite, less tied to technology cation in letterforms as part of vocational train-
lines poses quite different and far more raw materials. This is not a creative task..."
than writing; it is not so firmly fixed in time and ing schemes are: poster designers, manufactur-
trtant problems. We might go back to the
is a more highly articulated, efficient means of ers of signboards, graphic designers, advertis- "Despite these limitations there are other pos-
ufacturer and ask to what extent he is
expression; it is more discriminating and con- ing agents, typographers, book designers, sibilities. Anyone possessing a good grounding
)nsible for training the user of a filmsetter
trollable, it is more easily corrected than the engravers, stonemasons, teachers in the fields in the theory and practice of type design,
numerous capacities. Or ought we to
written word... of type design, composition,and printing." coupled with skills in typography, photography
it to schools, with their limited and often
or design will not lack employment. Hence the
fated means, to make it their concern to "Naturally it is not a question of spoken lan- "These groups usually develop an interest in
basic idea behind such a revised educational
:rye quality in composition? Might not the guage serving as a pattern for written lan- fundamental problems of letterforms while
program should be to provide students with a
ling of a new method of composition be guage, nor vice versa of written language studying calligraphy and drawing. At present
creative model within the general framework of
e the responsibility (including with the serving as a pattern for speech. But if we com- the emphasis is on classical inscriptions, callig-
type design. Its aim would be to cultivate a
tion of quality) of both industrialists and pare both communication systems, we come raphy and historical examples of letterforms."
sense of form, color and proportion in the indi-
ationalists? ..." across some interesting factors relating to "Instruction in the field of type design is bound vidual student, which would bring about a gen-
ling automatic reading... quality, speed and differences in perceptual to have a subjective bias, since it is dependent eral raising of standard of formal perception."
processes; and we pick up hints about the on the teacher's personality. He chooses the
matic machines will be subservient to direction which future methods of communi- He suggests a basic course with the following
examples which will provide his students with
s needs, and tomorrow they will be able to cation might possibly take. subjects required...
their standards of workmanship. Tuition is
not only the most beautiful alphabets,
"Moveable letters secured a new freedom of backward looking, at best conservative in con- "Precision drawing, study of contrasts, optical
tut deforming them, but they will also be
movement from the time their material forms tent, and buoyed up by exercises in calligraphy illusions, theory of colors, studies of materials
:o read all our handwriting.
ceased to be restricted to wood, metal or syn- and expressive writing. Occasional practice in and textures, introduction to manual graphic
n recognize any letter I receive from a thetics. Far too little importance has been alphabet design allows the students to study techniques, and principles of photography."
i in any part of the world by his handwrit- given to this fact, for otherwise we would have the difference between static and dynamic con- For courses in type design he would include...
Handwriting is an aspect of personality realised immediately that filmsetting dis- cepts of letterforms
an expression of character...when one "Practice in writing and drawing typefaces,
penses with those functions which were the "Today's students do not possess the patience
iders automatic reading, the same ques- bookhand typefaces, sanserifs, Modern serifs,
backbone of the original invention: individual required to work on page after page of calli-
Iways comes up: how can a machine ever Egyptian serifs, English copperplate writing
parts are no longer interchanged, nor do they graphic exercises. They totally reject the con-
3nize the many different kinds of hand- styles, study of the form of earlier romans and
run only in one direction; they are no longer cept of lessons in writing as a form of discipli-
ig for such purposes as sorting mail? We italics, type widthspast and present, legibility,
restricted to the previous limited range of nary exercise.. ,"
only assert that we see considerable hand-cut types, phonetic typefaces, semantic
sizes, no longer chained to type-carriers, no
ress in this field..." "...By now it should have become quite clear characters, electronic reproduction and
longer limited to specific dimensions...
that education in letterforms is in need of radi- recording of type, modification of letterforms
does not mean that a great deal more
"The written word has moved closer to spo- cal reform. We must begin our inquiries into arising from reproeducational techniques, let-
t not be said on the question of how to ken language, to gesture and can now be this subject with the question: How, and for terforms for headlines, non-representational
handwriting properly. But I would like to
compared more readily with representational what purpose? ... The narrow view of educa- uses of letterforms, letterforrns in mobile adver-
this topic to qualified specialists, and I images. Technical developments point to the tion in letterforms as a question simply of tising, letterforms in architecture and space, let-
ly wish to say that it no longer means to us
possibility of disseminating messages that calligraphic exercise must be aban- terforms as educational aids, and significance
cquisition of a 'fine hand' but rather the are more precise and more colorful. doned...writing is not only the preserve of of letterforms in the context of total design."
ing out of fundamental structures which
"The alphabet is now less dependent upon experts." "These headings are merely intended as key-
De internationally applicable, and which
I help different peoples throughout the any one system. It has reached a stage where "...To ensure that knowledge imparted to words and can be developed. They contain the
I with different tongues to understand one it can be used in conjunction with other com- students is up to date, a short compendium of basis of a training course for specialists in the
ter." munication methods and systems. It can be the principal works of international importance field of type design. Investigations into legibility
n Frutiger is a Type Designer, running his used to assist in getting across complicated in our field would be of value. A committee, and psychological effects of letterforms should
audio for typography and letterform design, subject matter, it can assimilate complemen- responsible for compiling such a study should complement these courses. For the writing
her with his associate Bruno Pfaffh in Paris. tary elements from systems alien to itself and be set up under the auspices of A.TYP.I." down of letterforms only serves to elucidate
RTICLE WAS SET IN KORINNA THIS ARTICLE WAS SET IN KORINNA BOLD THIS ARTICLE WAS SET IN ITC SOUVENIR
A TYP I
THE ASSOCIATION MORAL CODE OF THE ASSOCIATION
TYPOGRAPHIQUE INTERNATIONALE TYPOGRAPHIQUE INTERNATIONALE
their distinctive features. Type designers of theLogotypesanother story... The Association Typographique Internationale, Whereas one of the aims of the Association T),
old school have no place in our future; we ask a founded in 1957, owes its existence to the vision graphique Internationale as given in artic
"The rule of the alphabet game is that and energy of Charles Peignot. the President of of the Statutes is
great deal more of contemporary type design- twenty-six signs must all relate to each other A.TYP.I.from1957 to1967. Need forsuch an organi- "To fight by all means in its power against
ers. It is in this spirit that education in letter-
in any combination. But with logotypes, zation became obvious to him through his experi- authorized copying; and to insist on the obr
forms ought to be reformed." ence as a type-founder, machine manufacturer, once of industrial properly laws and copy
consisting of three or four letters, these artist, editor, film-maker and businessman. His legislation, and to uphold among its mem
Dr. Gunter Gerhard Lange is Art Director, rules are changed as there are only three or skillful direction of the 'Association has gained the principles of professional ethics expre:
H. Berthold AG, Berlin. four signs which have to relate to each other universal respect for A.TYP.I. in its moral code:'
and no longer twenty-six. Through this The Association was founded with the convic-
Members of the Association Typographi
change of the rules we can arrive at a dif- tion that the typographic arts cannot advance
without proper protection for new type designs, Internationale agree to honour the folio\
ferent letterformin fact a letterform which and without efforts toward better typography. Moral Code, provided it does not conflict
The Rules of the Game does not only belong to an existing alphabet It was realized that a matter of fundamental National or International law.
By FHK Henrion as in the case of Mobil but a sequence of five importance was to create first, a moral climate (1) In accordance with the terms or the Vie
letters, in this case of a known typeface; but and next, legal conditions, in which new types
could be designed to suit old and new typo-
Agreement for the Protection of Type Faces
their International Deposit, members undersl
through the very simple device of having graphical techniques. It was also realized that typefaces to mean sets of designs of:
blue letters with a red '0' or black letters with artists should be stimulated to create new type (a) letters and alphabets as such with their
an outline '0' becomes a familiar and legally designs, and that the relationship between the cessories such as accents and punctuE
manufacturers of type faces (in the form of print-
registerable word feature, i.e., logotype." ing type matrices or film alphabets) and the type
marks
(b) numerals and other figurative signs suc
"In corporate design, in packaging, in initials designers could be improved. It was also ac- conventional signs, symbols and scientific
for a well-known international company, the cepted thatto promote bettertypography was a
challenging and important task. (c) ornaments such as borders, fleurons
design of logotypes has become very im- Since its foundation, A.TYP.I. has attempted to vignettes
portant. In fact in many ways it has become obtain effective international protection for new which are intended to provide means for c
more important than the design of symbols, type designs. Copying type designs is not a new posing texts by any graphic technique.
because every symbol must have a word ref- decidedproblem, but in the past a type-founder who term "typefaces" does not include iypefE
to copy another typefounder's design of a form dictated by purely technical req
has become erence so that if you have a symbol you need was put to considerable expense in equip- ments.
axiomatic of late to refer to design a word in addition.. :' ping himself with the required founts of type,
as a problem-solving activity, no matter Conclusion... and could only complete them after months of (2) Members consider it to be incompatible
whether it is industrial design, work. Today, a new type design can be cheaply their professional ethics to make a reproduc
communication design, or any other "These are just indications how letter design copied by photography, and can be ready for
sale within a few days as film negatives or letter
of another member's typeface, whether id
cal or slightly modified, irrespective of
kind of design and I believe in logotypes and display lettering can enrich transfersheets, in which form they are so lig ht that medium, technique, form or size used, ui
whatever design we practice we must our environment on the lines indicated and they can be flown across the world to every the owner of the typeface has given his w
recognize the rules of the game advocated by Nicolete Gray. I can only very country which does not restrict them by tariff. agreement on terms granting a license.
warmly endorse what she has said that the If those concerned with the progress of the
within which we play. (3) If, after a minimum period of fifteen yec
challenge is enormous and our environment typographic arts do not give thought now to the
thetypeface first being offered for sale, the a
These rules apply of course equally in the capable of great improvements with the full implications of the increasing use of film, refuses to grant a licence, members may
areas of designing display letters and alpha- contributions of professional designers who future generations may condemn them for fail-
ing to face up to their responsibilities, and espe- sider themselves free to manufacture a sit
bets. If we do equate design with problem- can apply themselves to whatever problems cially for failing to obtain effective international typeface, and to offer it for sale under anE
solving the proper sequence of action is: name, where the typeface is not protecte ,
they find; be it one of pure information or ad- protection for new type designs. It is as if those
concerned with the protection of musical works suchmeantrdk
1.State the objective to be achieved. vertising, or of illuminated signs. Whatever had failed to obtain adequate protection before erty rights, copyrights, laws against unfair c
we do, we either impoverish or enrich our the widespread use of gramophone records, petition, or private agreements.
2. Analyse the situation.
3. Make a list of requirements and criteria. environment, and we can only do a proper radio, recording.
talking pictures, television, and tape (4) If the adaptation for contemporary use
4. Put the list of these requirements into a job if we are aware of the rules of the game, The aims of the Association as contained in
typeface entails a high degree of artistic skill
ingenuity, members of A.TYP.I. consider it as b
priority order and you define the rules of what the criteria are; if we set the appropri- article II of the Statutes of the Association are as new, and will respecf the design according
the game. ate criteria to establish the particular rules of follows:
the gaMe we can achieve our objectives in Its aim is to bring together, co-ordinate the (5) Typographical layouts enjoy the same
In spelling out these rules F.H.K. Henrion the most imaginative and the most appro- ideas and give effect to the wishes of all those tection as typefaces.
also noted that... priate manner."
whose profession has to do with the art of typog-
Members understand a typographical layc
raphy, namely:
"...Rules of the game however determine FHK Henrion Is head of be an artistic creation made for selecting
designers and typographers disposing typefaces, illustrations etc. for a
the varying emphasis of these criteria in any Henrion Design Associates, London. type-founders and manufacturers of composing cific purpose.
rticular case, the priority of each over the machines (for metal or film).
Oi. ' and therefore by establishing them we (6) All typefaces and layouts will be consid
Endings, beginnings and continuums tions, printing houses, and adyertising firms, associa-
to be new upon their first appearance untE
are 'Ale step further towards understanding and professional bodies (also any individ-
board of experts nominated by the Boar
particular problems." .. All good things should come to a uals, companies, groups or clubs interested in
,Directors of A.TYP.I. rules to the contrary.
typography)
Mr. Henrion accepted Adrian Frutiger's beginning. And so it was with the ...who declare their intention of giving moral (7) When licences are granted, member:
thesis that letters of the alphabet are images 16th International Congress of support to the aims of the Association, and who recommended to specify precisely what
well anchored in our memory and that there the A.TYP.I. When it closed in are ready to make a united effort to proMote are granted, and the purposes to which
good typography, to extend a critical knowl- may be applied. Provisions should cover
are two kinds of lettering: text for pure infor- Copenhagen lost August it gave edge of the subject, and to uphold principles in sible alterations and additions to a typefac
mation and display lettering "which can be birth to a Working Seminar to be respect of legal rights. which a licence is granted.
shown in all imaginable type variations and "To promote a procedure of arbitration for deal-
imaginative evolutions and deformations." held in November, 1974, in (lase!, ing with typographical matters. (8) If a dispute arises between members of A
over the interpretation of the terms of this l
His comments focused on the latter, which Switzerland. The theme will be "To ensure world-wide contact and cooperation Code, members ought not to resort to law be
he recognizes can become "almost illegible The Teaching of Letterforms, Signs,
-
between organizations and bodies with similar trying to settle the dispute between themsE
without however impairing the process of and Symbole The organizational aims. Forthis purpose an arbitration committee cc
reading." The virtue of the rules is not simply "To create an international center for documen- set up within A.TYP.I. Only if parties to a disput
to agree before an arbitration committee sh
that they help state and solve problems but committee includes Aaron Burns, tary information on typographical matters.
a lawsuit be started.
that in spite of their requirements and limita- Nicolete Gray, Andre Gurtler "To set up for its members an information center
The arbitration committee of A.TYPI.Is also
to co-ordinatetheiractivities, so as to avoid losses
tions they make many solutions possible. (Chairman), Ernest Hoch, Alfred which might arise if one member works in igno- petent to establish the fact that a copy has t
After showing some examples of different Hoffman, Walter Jungkind, Christian rance of what is being done by others. made of a typeface by a non-member of A
approaches to one problem he notes...
Mengelt, Niklaus Morgenthaler, "To offer its services to members for the protection
"...These are all examples of typical design Ralph Prins, Karl Schneider and of their interests. - U & lc is pleased to announce that it has just learned the
problems where the aim to be achieved is "To act as arbitrator in any dispute which might result of The World Treaty on Intellectual Properties
in June, 1973, in Vienna (as mentioned in the edito
very clearly stated, certain limitations im- Michael Twyman. For more details arise amongst its members, or to refer them to a
third party outside the Association. this issue of U&Ic) the United States Copyright Office'
posed, but the ways and means to achieve and up-to-date information please rently reviewing its position on the registration for cop
these aims within these limitations are left contact Andre Gurtler at Allgemeine "Finally, to organize various activities, exhibitions,
publications, films, conferences, etc., which
protection of typeface designs and letterforms. We i
stand that industry hearings may be held during the o
completely free so that they can be, as we Gewerbeschule School of Design, might develop a critical knowledge of typog- months in Washington. This may well be the most sign
have shown here, greatly varied...Any de- raphy amongst the public' opportunity of this century for American artists engal
sign problem can be solved and the result Vogelsangstrasse 15, CH-4000 the field of letterform designs to achieve the same t
One of the first actions of the Association was to legal recognition and protection for their work that is co
measured by comparing a number of solu- Basel, Switzerland. establish a moral code as a guide to its members today to composers, writers and other artists.
tions as twits appropriateness." in recognizing rights in type designs .
THIS ARTICLE WAS SET IN FRIZ QUADRATA WITH SERIF GOTHIC THIS ARTICLE WAS SET IN AVANT GARDE BOOK WITH BOLD CONDENSED
ROGER HANE. JANUARY 3. 1939JUNE 17. 1974
ii I^ Ii VNY SOUVENIR
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VariTyper Qualified? system that uses an IBM Selectric ation, or the character of your photo-
Do You Have To Start All Over?
s. we're the phototypesetting sup- typewriter to cut input costs and typesetting needs.
No. The system we propose will take
?.r: with all of these ingredients of improve system flexibility. How Do We Get Started?
full advantage of your present hard-
e systems capability: See Edit/Setour full screen VariTyper PTS specialists are ready
ware that is compatible with a modern
We have long-time heritage in video editing terminal will out- now to put the Spectrum concept to
phototypesetting system. It will be in-
graphic arts, combining in-depth perform any competitive model work for you. Call your local VariTyper
tegrated into the proposed new system
knowledge of typography and we've seen in complex editing office today. Or for a free copy of our
along with the most appropriate Vari-
optics, with today's advanced elec- functions. Spectrum brochure, write VariTyper,
Typer equipment.
tronic technology. We've just announced Amtrol 11 Mt. Pleasant Avenue, E. Hanover,
We have a tradition as solvers of What About VariTyper Hardware? our AM-developed minicomputer N. J. 07936.
customer problems, not just sellers Along with our unending R&D activity, an integral part of our photo-
of machines. today we offer a broad array of reliable, typesetting equipment including
We have a broad array of ad- high-performance equipment for every the 748, Edit/Set and the Scan/
Advancing the state
vanced-design hardware to per- facet of the phototypesetting function: Set system. of the graphic art
form all key functions in modern Heart of our system is the new AM
phototypesetting. 748 Phototypesetter, with its built-
We have the largest local sales, in minicomputer and Storanethe
training and service network in industry's most versatile and ad-
phototypesetting.
We have the corporate resources
vanced software package. The 748
produces type in a range of 17 sizes
ADDRESSOGRAPH MULTIGRAPH
and stability to assure you that from 5 to 72 pt., with any four text
we'll be around when you need us sizes and any four display sizes on VARITYPER DIVISION
in the years ahead. line at one time.
A concert violinist is just a fiddler
if he isn't playing the right violin.
And an art director or designer may come off looking available to you on short notice in many cases,
like an ordinary layout man if the type he buys is set on the overnight! (And our fonts are priced low enough so
wrong machine. that you needn't be reluctant to order the typefaces that
Fiddles have their place. For example, they're great for interest you.)
square dances. And a typesetting machine designed for When you consider quality typography, consider
newspapers or throwaway publications may be perfect AlphaSette by Alphatype. Because when you're getting
for that purpose. ready for your next concert, you don't want to fiddle
But when you're playing Carnegie Hall, you'd better find with less than the best while Romeor a clientburns.
yourself a Strad. Here's our Stradivarius: AlphaSette,
by Alphatype.
AlphaSette incorporates exclusive features that enable it P.S.: Drop us a note for complimentary brochures
to set type of unmatched precision and sharpness. featuring some of our recent ITC typeface releases. We'll
AlphaSette is also the world's most versatile phototype- also put your name on our mailing list, so you'll be
setting system, with more than 2,000 typefaces among the first to learn of future offerings from Alphatype.
alphatype corporation
7500 McCormick Boulevard
Skokie, Illinois 60076/312-675-7210
This ad was composed on the AlphaSette System
33
and "Photo
c. r (47t
1 9. onlei,-Gc S."; I t. 92ogyl.
rr..nfr, ,; rvy, . C A
34 BrOdtext fr6n Typografen i gradanpassad tillriktning.
Kaster som aro ddligt hopkomna och af otilTRAUTENSILIERNA I ETT TRYCKERI ARO INGALU
torrt tra, asamka snarl nog officinen extra k
Trautensilierna i ett tryckeri Oro ingalunda en ov
i reparationer. Kasten bar vara af kvislfritt o
faktor, for trefnadens, ordningens och ekonom
torrt tral kannas Iatt, och bottnen bar icke v
uppratthallande, och dock Or det icke salon so
Korinna 24 p sorgliga erfarenheter g - ra pa grund of det of
TRAUTENSILIERNA I ETT TRY och med hvilket kaster, form% s e_n_oc i regaler till
och
farsaljas. Kaster som Orraoddal hopkomna go
Trautensilierna i ett tryckeri aro ing och nlroce
acli iligt torrt trb, ct'isamkig a snort
ch k faktor, for trefnadens, or etxc raofsko titi re parationer. Watt
Kasten
sten bar vara
af.. I och font rO t .cf3.61 st nt (Dedn
och bottnen
och eko nomiens u ppratthallande , o er'cskieiruvaorar limmad mad men ddremot
,
dock d et icke sallan som sorgliga med fv serval erurpdto kanterna som den gr
.. renheter goras pa grund af det m
erfa
of midtbalken sa avt ytt ai med n csikoruf i krys
a feeltlan
t afat clien. Fram4? keret med r ea n
rstand med hvilket kaster, form aretrOsIag, sasom bjark eller rOcdbloaliras
och regaler tillverkas och forsaljas heist for
f strefn adens skull fernissadt, det kern de) a
vid eventuellt behov aftvarras. Bottenmellonlag
Kaster som aro daligt hopkomna o bar vara of godt tjocktpopper, som icke upplO
35
Typografen AB, Pyromidvagen 7, Box 1164, 171 23 Solno 1, Tel 08-27 27 60.
Typografen AB, Stora Tradgordsgotan 3 B, Box 6104, 200 11 Malmd, Tel 040-11 26 50, 11 2660.
Ty/pho/grofen ads, Solvgade 10, 1307 Kobenhavn K, Tel 01-151134.
Norske Typografen o.s, Karl Johonsgote 25, Postboks 59 Sentrum, Oslo 1, Tlf. (02) 33 00 19, 33 20 01.
Oy Suomen Typogrofi, idakdrinkatu 4 C, Helsinki 15, Puh. 13695.
iy Light 24 P
...As a manufacturer,
I've been all over the world. Few stores equal this one. J. B. Adams, President: Winsor & Newton
...An aura of modernity that sa s 'art'. I like it. Barbara Bel Geddes, Painter-Actress
...Incredible selection of frame moldings in a posh, yet private atmosphere. Roy Carruthers, Illustrator
A.I.Friedman Inc.
Quality Art & Drafting Materials
Custom Picture Framing
(212) 245-6600
ANNOUNCING
THE NEW
ull page national ads. These are run periodically Processors are offered in 3 distinct models from Brochures and full details are available on any of
o show new styles. You are listed as 'where to buy' our 14" 'Technomatic' (designed for film and paper the above items by calling or writing
:
ypesetting. Another 'extra' to our customers. printout from any phototypesetting unit such as
Phototype Supplies.
AlphaSette, VIP, Photon, etc.) to our 20" 'Chal-
lenger: the all-purpose graphic arts line and half-
tone processor. Units use any type film, paper and
chemistry, and are priced from only $4,650,
PHOT SION
P.O. Box 552-T 8540 W. Washington Boulevard,
Ne offer a full range of paper, film, chemistry and Culver City, California 90230 (213) 870-4828
color cell materials for your setters and camera. completely installed.
"Phototypesetting products developed by the people who design and set typeevery day:"
MARVIN
KOMN/EL
PRODUCTIONS,
INC
MU 2.3498
19 WEST 44TH STREET NEW YORK, N.Y. 10036
41. ,t7,11%
1r
elvetica
He
nudvelca
eNettica
el eti a
Helvetica
Helvetica Helveticd
Helvrti cr
Other exclusive series foreseen for 1974: The exclusive typefaces of the frrn Dr Boger Photosatz GmbH.
are kept by the folowiig firms in west germany
Plea,se mail coupon to:
Dr. Boger Photosatz GmbH D2 Wedel, Rissenerstra8e 94
1 Berlin 62 (Schonberg) HauptstraBe 9 VVe are always riterested n new photo-typesettrig typefaces
6 Frankfurt a.M.1 Hanauer LandstraBe 135/137 hformation free d chage, please
0
Furst Dusseldorf
4 DOsseldorf 1 Bilker Allee 217 Aciess/Departrier
Alfred Utesch
2 Hamburg 26 Normannenweg 18
Axel Rung
8 MUnchen 80 Lucile - Grahn - StraBe 41
40
aron c
happens to make:
1 zfocl-one
DRY TRANSFER LETTERING
An all new dry transfer lettering system. Over 200
type styles to choose from. A unique transfer sheet
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Over 300 self-adhesive shading film
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41
We work with
Lr alive typ
of tomorrow,
today!
The fact that our names look and sound alike is coincidental. The fact that LSC and ITC share
a common interest, a love of letterforms, is what U&lc is all about. We .are happy and proud to
contribute our talents to making this one of the most interesting journals of the graphic arts.
UBALIN,NTITH,
223 E313TRET
W TOW Y :10016
(9N 9.2636
43
The Sensitive Photography of Caroline
Kennedy
Hunter S. Thompson: The Counter-Cul-
ture's Gonzo Journalist
Down by the RiversideA report on folk
singer Pete Seeger's successful one-man cru-
sade to,clean up the Hudson.
This Crumb Is No Milktoast A portrait of
the hip world's courageous, outrageous,
inimitable cartoonist Robert Crumb.
Howard Hughes' Plan to Mine the Ocean
Floor
Arthur Miller's Next
Sit-Down StrikeProtest plans of the Com-
mittee to End Pay Toilets in America.
CRAZY GINZBILI
Ralph Ginzburg, that brandied fruitcake will produce a weekly of incredible power
that prints high-compression news, pants-
Pot BustThe discovery by Boston sur-
geons M.S. Aliapoulis and John Harmon
Garde at lowest available rates;
You'll be entitled to buy gift sub-
scriptions at the same low rate; and,
Your subscription will start with
Volume I, Number 1. This is not to be taken
lightly since first issues of Crazy Ginzburg's
other publications now sell for as much as
of a publisher, is at it again. that heavy use of marijuana may cause
First he devilishly exposed the intimate down profiles, mind-searing photographs, gynecomastia development of female $200 EACH!
no-bull editorials, turn-'em-over-in-their- breasts in men. To enter your Charter Subscription,
parts of Fanny Hill and Lady Chatterley to simply fill out the coupon below and mail it
a blushing America while those erotic clas- graves obituaries, system-beating consumer Nixon's Freudian Slips An hilarious collec-
tips, last-laugh political cartoons, kiss-of- tion. with $5 to: Avant-Garde, 251 W. 57th St.,
sics were still banned. New York, N.Y. 10019.
Then he bought himself a $2-million death reviews of cinema, books and theatre, The Zeppelin Will Rise AgainFuel-wise, it
hash-pipe fiction and poetry, and tear-it- is one of the most efficient conveyances Get your check in the mail today.
lawsuit by daring to question Barry Gold-
water's psychological fitness to finger the out-and-frame-it illustrations. Avant-Garde ever devised. Avant-Garde Weekly is going to cause the
nuclear trigger when Goldwater was run- Weekly is going to be one of those things High Public OfficeA report on the shock- greatest cultural cataclysm since the advent
ning for President in 1964. you've got to see just to be able to say ing drinking habits of leading Congressmen. of the Beatles.
Next, with his muckraking magazine you've seen it. "Crime Doesn't Pay" Clifford Irving's
million dollar debt is no hoax.
Fact, he risked the wrath of the mighty by Just look at this list of the kinds of -
attacking Detroit (for building cars that far-out articles and features Avant-Garde The Spirited New Sale of Ouija Boards
were uncrashworthy; this was before Ralph will print: No-Fault Divorce
Nader), drug manufacturers (for selling
Pre Mortem-28 celebrities (including Fed-
-
cyclamates which had been proven to cause erico Fellini, Art Buchwald, Woody Allen,
chromosome damage), and the tobacco in- Gerald Ford's Devotion to the Teachings of and Gore Vidal ) write their own obituaries.
Mao Tse-TungBased on actual quotes.
dustry (for attempting to hide the tragic The 10,000 M.P.H. Train The Rand Cor-
link between cigarettes and cancer; this was The U.S.'s Plan to Grow Opium -
44
The
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instantly adds color and
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Shadow Lettering is avail-
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outline face. Each style
can be obtained in five
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blue, green, yellow and
white - and a choice of
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Save time, ask your art
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chartpak
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I ED BENGUIAT
DOES\I VATTER -OW ITS
AT CO \TS S -OW T
How we do itthe machines and other way. That's the only basis on
methods we useis our business. How which we ask you to work with us.
it comes out is yours. If you're already a TGC client,
At TGC we've spent our entire you're going to be receiving our new
business career discovering new ways to 174-page VIP Type Specimen
set type faster, for less money, and with Catalogue.
better quality. If you're not a TGC client, give us
To do this we've introduced a lot of one jobany size, any priceand we'll
revolutionary hardware. But we don't throw in the VIP Catalogue free.
kid ourselves that you care one iota Our Programmed Typography
whether we've set your copy with a folder and Spacing Guide booklet are
space-age phototypesetting system or also yours free for the asking.
with our toes. So call us the first chance you get.
All you care is how it looks on the We know you'll like what you see.
paper. And we wouldn't have it any
If you want the newest dry transfer arrangement and point sizes are
Deans Geographics Ltd.
product on the market, with clear, based on North American standards. Manufacturers of Geotype, Geocolor. Geotone.
Geosign and Geotape.
sharp edges, on a carrier sheet that Geotype sheets are 28% larger and USA
won't buckle, with unlimited shelf therefore cost less than our major Box 489. Richfield. Utah 84701
CANADA
life - you'll want Geotype. dry transfer competitor. Head Office 1110 Seymour Street. Vancouver.
B C. V6B 3N3 (604) 685-8236
More and more interest in We'd like to show you how easy Central Marketing Division 23 Railside Road.
Don Mills. Ontario M3A 182 (4t6) 447-8568
Geotype is being shown by typo- Geotype is to use. Just fill in the I'd like more information on Geotype .
type services. The wide range of complete information and a free COMPANY
typographers. Type sizes range from With Geotype you'll waste not, want STATE
NAME
COMPANY
ADDRESS
STATE ZIP
CITY
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