Stop Stealing Sheep &find out how type works

Second Edition

Erik Spiekermann & E.M.Ginger

Adobe Press Berkeley, California

Page 8 Chapter l : Type is everywhere ................ Type exists. It is a fundamental part of our lives. These simple facts are essential to understanding how to communicate more effectively.

24 Chapter 2 : What is type? ................ Between type's past and its future, our present under- standing of type is rooted in who we are and how we communicate. Type is a living entity integrated into society's moods and trends. '

1 36 Chapter 3 : Looking at type ................

Training the eye to recognize type begins with familiar elements on the page. Looking at both a typeface's basic shape and its finest details is the first step toward understanding how type works.

58 Chapter 4 : Type with a purpose Y

................ Choosing typefaces for a particular purpose need not be more intimidating than planning your wardrobe. Matching an appropriate typeface with the right task is easy.

74 Chapter S : Type builds character ................ Understanding the tone, or feeling, of text is essential in determining what typeface to use, and how it might be arranged on the page.

96 Chapter 6 : Types of type ................ Basic characteristics of typefaces, once understood, can eliminate difficulty with typeface identification. Simple distinctions among typefaces are best under- stood by analogy to human counterparts.

122 Chapter 7: How i t works ................ Legible, readable type depends on a few basic principles: space between individual letters and around words. Choosing the right typeface for the right text also means using the right spacing.

142 Chapter 8: Putting i t to work ................ Considering where type is going to live and work will determine its effectiveness. Simple rules of placement create practical page layouts.

156 Chapter 9 : There is no bad type ................ Type is a basic element of communication. As the means of communicating changes, type evolves in unique and lively ways.

174 Chapter10 : Final form ................ - .. Bibliography, list of typefaces, index.

Index A accents, 13,57 Adobe Illustrator, l7 advertising, 79,83,89,

92,149,163 Aicher, Otl, 109 alphabets, 27,31,39,107,125 architectural type, 73 ascenders, 55,101,107

B Bankhead, Tallulah, 24 baseline, 55 Benton, Morris Fuller, 87 Berlow, David, 89 Bigelow, Charles, 67 bitmap fonts, 57,159 bitmaps, 35,39,71,121 black typefaces,45,51 Blokland, Erikvan, l59 Bodoni, Giambattista, 65 boldtype,67,91,92,113 books, 38,77,145-151 boxes, 153,155 brushstroke typefaces, 163 business communications,

19,65,83 business forms, 18,19,

84-85,155 Butterick, Matthew, 89

C cap height, 55 captions, l49 Caslon, William, 77 catalogs, l47 coffee table books, 145 color

monitors and, 81 text, 137 tips for, 92

columns, 15,77,145,151 computers, 81,121,125,135,

153 condensedfonts, 91,113 copperplates, 69,159 corporations, 83 counters, 55 cursive,63,161

D daVinci, Leonardo, 55 de Groot, Lucas, 67 descenders, 55,57,101,107 design axis, l l7 digital fonts, 159 dingbats, 95 drawings, 147,151 Dwiggins, William Addison,

142

E expert sets, 107

F fonts. See also type;

typefaces bitmap, 57,159 creation of, 159,163 cursive, 63,161 described, 21,55 digital, l59 formal, 69 forms, 85 jobbing, 89 monospaced, 125 proportional spacing, 125 screen,21,35,57,73,155 . .

size, 65, l l9 forms, 18,19,84-85,155 fraktur, 29 Franklin, Benjamin, 76,77 Frere-Jones, Tobias, 61,63,71 Freud, Sigmund, 36 Frutiger, Adrian, 65,85,111

G Germanic typefaces, 29 Gill, Eric, 96 Gillespie, Joe, 57 Goudy, Frederic, 122 graphic design, 81 Greek inscriptions, 49 grids, 147,149,153 Griffith, Chauncey H., 61 Gutenberg,29,31

H Hamburgefons, 39 Handgloves, 39 handwriting, 29,47,63,85,163 Harvey, Michael, 63 headlines, 79 hinting, l21 Holmes, Kris, 67 Holmes, Sherlock, 74

I illustrations, 147,151 italics, 63

J jobbing fonts, 89

K Keere, Hendrikvan den, 61 kerning, 55,127

L landscape format, 92 laser printers, l53

L C D screens, l21 Le Corbusier, 33 leading, 15,55,92 legibility,61,77,99,101,119 letter shapes, 73,81,113,119 letterforms, 49 letterpress printing, 89 letters

history of, l25

tools for, 159 Licko, Zuzana, 69 ligatures, l07 lines

in forms, 85 horizontal, l53 length of, l49 long, 137 short, 131,133,149 spacing, 15,55,77,129, 133,135 vertical, l53

Linotype, 61,85

M magazines, 87,147,149 Majoor, Martin, 69 margins, 77,147 Marx, Groucho, l56 Mergenthaler Linotype, 61 metal type, 57,89,163 Middleton, R. Hunter, 159 Miedinger, Max, 11 1 monitors, l21 monospaced fonts, 125 Mulligan, Gerry, 58 multiple master typefaces,

117,119

N newspapers, 12-15,38,61,

91,92 nostalgia, 89 numerals, 107

P Page, William Hamilton, 89 paperbacks, 38,77,145 photographs, l51 pixels, 57,121 point size, l45 portrait format, 92 Postscript, 65,81 Powell, Gerry, 159 printers, laser, 153 printing, letterpress, 89

R reading, 31,145-149 Renner, Paul, 79 Rickner, Tom, 89 Roman alphabet, 27,31 Roman typefaces, 29 Rossum, Just van, l59

5 sans serif, 51 Sauerteig, Steffen, 73 Schneidler, Stempel, 63 screen displays, 57,73,

121,155 screen fonts,35,57,73 script, 69 serifs,49,51,55,63 Shaw, George Bernard, 77 signs, 22,23,95,99,161,163 Slimbach, Robert,67,105 Smeijers, Fred, 87 spacing

letters, 125,127,129, 135,137 lines, 15,77,129,133,135 proportional, l25 white typeand, 140 words, 129,133,135, 137,141

stencil typefaces, l59 symbol sets, 95 symbols, 95

T text

color, 137 reversed-out, 140 whitevs. black, 140

tracking, 127,131,135, 137,141

Twombly, Carol, 67,77 type. See also fonts;

typefaces in books,38 described, 55 importance of, l1 metal, 57,89

type classification, 53,61 type families, 105,107,109,

115 typefaces. See also fonts:

type black, 45,51 bold,67,91,92,113 brushstroke, l63 business communica- tions, 19,65 choosing, l7,55,61, 103,131

classic, 33,38,71,117 condensed, 91 creation of, 159,163 described, 55 emotions and,44-52 future of, 35 history of, 29-32,125 italic, 63 legibility, 61,77,99, 101,119 multiplemaster, 117,119 newspaper, 13,15,38,61,91 product association and, 163 for reading, 31,145-149 Roman, 29 size, 65,119,145,147 stencil, l59 trendy, 71,87 weight,67,111,113,115,117, 119

"workhorses," 67 typewriter faces, 71,73 typewriters, 107,125,153,159 typographicpurpose,40-45

r, Gerard, 61,63

van Blokland, Erik, 159 van den Keere, Hendrik,61 van Rossum, Just, l59 VanderLans, Rudy, 69

W Watzlawick, Paul, 8 web pages, 92,155 weight,67,111,113,115,117,119 Wenzel, Martin, 67 white space, 113 word spacing, 129,133,135,

137,141 writing utensils, 31

2 . Zapf, Hermann,65

180

Typeface index

Aachen Colin Brignall, 1968: 91

Akzidenz Grotesk Berthold, 1896: 81

Alternate Gothit Morris Fuller Benton, 1903: 51

ITCAmericanTypewriter Joel Kaden &Tony Stan, 1974: 159

Andale Mono Steve Matteson 1997:2l,l69

Angst Jurgen Huber, 1997: 51 Antiqueolive Roger Excoffon,

1962:39,47,51,91,101 Arial Robin Nicholas &

Patricia Saunders, 1998: 155

Arnold Bocklin 0 . Weisert, 1904: 41,42

F F Atlanta Peter Bilak, 1995: 21

ITCAvant GardeGothic International Typeface Corporation, 1970: 99

Banco Roger Excoffon, 1951: 47

Base 9 Zuzana Licko, 1995: 19,71

Baskerville John Baskerville, 1757: 38

Bell Centennial Matthew Carter, 1978: 39

Bell GothicChauncey H. Griffith,iy38: 167

Bembo Monotype Corporation,~yzy: 29

ITC Benguiat Ed Benguiat, 1977: 103

BerlinerGrotesk Erik Spiekermann, 1979: 89

Bickham Script MM Richard Lipton, 1997: 31

Block H. Hoffmann,lyo8: 45,51,89,91

Bodega Greg Thompson, 1990: 45

Bodoni Giambattista Bodoni,i790: 83

Bauer Bodoni Bauer Typefoundry, 1926: 69,83

Berthold Bodoni Berthold, 1930: 83

ITC Bodoni Janice Fishman, Holly Goldsmith, Jim Parkinson & Sumner Stone,iygq: 53,65,83

F F Bokka John Critchley &Darren Raven,lyy7: 95

Brush Script Robert E. Smith, 1942: 21,163

PMN Caecilia Peter Matthias Noordzij, 1991: 165

Cafeteria Tobias Frere- Jones, 1992:63

Caledonia William Addison Dwiggins, 1938: 142

Californian Lanston Mono- type Corporation, 1957: 81

Campus Mecanorma: 41,42 Carta Lynne Garell, 1986:

52,95 F F Care Pack Johannes Erler,

1992: 95 Adobe Caslon Carol Twombly,

1990: 39,77 Caslon William Caslon,

1725: 38,77,165 F F Catchwords Jim Parkinson,

1996: 89 Centaur Bruce Rogers,

1928: 53 Centennial Adrian Frutiger,

1986: 85 Charlemagne CarolTwombly,

1990: 53 ITC Charter Matthew Carter,

1993: 167 ITCCheltenham Morris Fuller

Benton,iyoz: 43 Choc Roger Excoffon, 1955: 47 F F Confidential Justvan

Rossum,iygz: 159 Cooper Black Oz Cooper, 1926:

41,42,43 Copperplate Gothic Frederic

Goudy,lyo1:21,69 Coranto Gerard Unger,

1999:6l Corona Chauncey H. Griffith,

1940: 61,167 C0rporateA.S.E. Kurt

Weidemann,iyyo: 39

Courier Bud Kettler, 1945: 19,109,165,169,171

Critter Craig Frazier, 1993: 31 F F Din,Albert-JanPool,

1995: 71,99 D I N Mittelschrift

( ~ ~ ~ - S c h r i f t ) : 22,23 Dizzy Jean Evans, 1995: 47 Dogma Zuzana Licko,

1994: 47 F F Dot Matrix Stephen Miiller

& Cornel Windlin, 1992: 21

Eagle David Berlow, 1989: 51 Eagle Bold Morris Fuller

Benton, 1933: 51 Egyptienne F Adrian Frntiger,

1956: 167 Electra William Addison

Dwiggins, 1935: 142 Ellington Michael Harvey,

1990: 63 Empire Morris Fuller

Benton, 1937: 45 Bureau Empire David Berlow,

1989:45 F F ErikrighthandErikvan

Blokland, lyyl: 163 Excelsior Chauncey H.

Griffith, 1931: 61 Ex Ponto JovicaVeljovit,

1yy5:53 F F Fago OleSchafer,zooo: 91 ITC Fenice Aldo Novarese,

1977: 69 ITC Flora Gerard Unger,

1980: 63 Flyer Konrad Bauer &

Walter Baum, 1962: 51,91

F F Fontesque Nick Shinn, 1994: 63

Formata Bernd Mollenstadt, 1984: 91

Foundry Form David Quay & FredaSack,iyyy: 167

Franklin Gothic Morris Fuller Benton, 1904: 91

ITC FranklinGothicVic Caruso,iy80: 51,67,87

Franklinstein Fabian Rottke, 1997: 51

FreestyleScript Martin Wait, 1981: 52

Friz Quadrata Ernst Friz, 1965: 53

Frutiger Adrian Frutiger, 1976: 65,67,81,85,171

Futura Paul Renner, 1927: 39,51,79,91,99

Garamond Claude Garamond, 1532: 38,165

Adobe Garamond Robert Slimbach, 1989: 105

ITCGaramond Tony Stan, 1975: 101

Stempel Garamond Stempel Typefoundry, 1924: 101

Geneva Susan Kare, 1983: 155

Georgia Matthew Carter, 1996: 93

Giddyup Laurie Szujewska, 1993: 31

Gill Floriated Eric Gill, 1937: 31

Gill Sans Eric Gill, 1928: 96,99,103,109

Giza David Berlow, 1994: 51 Glypha Adrian Frutiger, 1987: 167 FF GoldenGateGothic

Jim Parkinson, 1996: 89 Goudy Heavyface Frederic

Gaudy, 1925: 43 Griffith GothicTobias

Frere-Tones, 1997: 91 Gulliver Gerard Unger,

1993: 61 Hamilton Thomas Rickner,

1993: 89 FF Hardcase Dmitri Lavrow,

1997: 165 Harlem Neville Brody,

1996: 45 Hermes Matthew Butterick,

1995: 89 Helvetica MaxMiedinger,

1957:21,51,57,65,81,93, 99,111,115,171

Helvetica lnserat Max Miedinger, 1957: l l 5

Hobo Morris Fuller Benton: 1910: 39

League Night KenBarber, 1999: 161

Impact Geoffrey Lee, 1963: 91

FF lnfo ErikSpiekermann & Ole Schafer, 1996: 23,167,171

Interstate Tobias Frere-Jones, 1993: 71,91

lronwood Kim Buker, Barbara Lind &Joy Redick, 1990: 52

Jackpot KenBarber, 2001: 35 JansonText Horst Heiderhoff

&Adrian Frutiger, 1985: 53 Adobe Jenson Robert

Slimbach, 1996: 31 Joanna Eric Gill, 1930: 96,109 FF Justlefthand Justvan

Rossum,1991: 163 Kabel Rudolf Koch,i927: 49 ITC Kabel International

Typeface Corporation, 1976: 49

FF Karton Bst van Rossum, 1992: 159

Kaufmann Max R. Kaufmann, 1936: 161

Kigali, Arthur Baker, 1994: 31 Kiinstler Script Hans Bohn,

1957: 69 LasVegas David Quay, 1984:

161 Letter Gothic Roger Roberson,

1956: 19,109,165 FF Letter Gothic Albert

Pinggera, 1998: 71 Letter GothicSlang Susanna

Dulkinys, 1999: 47 Lithos Carol Twombly,

1989: 49 Lo-Res Zuzana Licko, 2001:

35,159 Lucida Kris Holmes 81

Charles Bigelow, 1985: 19,67,73,109,165,169

FF Magda Cornel Windlin, 1995: 165

Magneto Leslie Cabarga, 1995: 161

FF Marker Thomas Marecki, 1994: 163

Matrix Zuzana Licko, 1986: 69 Memphis RudolfWeiss,

1929: 53 Mesquite Kim Buker, Barbara

Lind & Joy Redick, 1990: 41,42

181

FF Meta Erik Spiekermann, 1991: 39,67,99,171

Metro William Addison Dwiggins, 1930: 142

Mini 7 Joe Gillespie, 1989: 57 Minion multiple master

Robert Slimbach, 1992: 109,119,140,171

Mistral Roger Excoffon, 1955: 47,163

Modula Zuzana Licko,i985: 71 '

Mrs.Eaves Zuzana Licko, 1996: 69

Myriad CarolTwombly & Robert Slimbach, 1992: 67,99,109,117

Mythos MinWang & rim Wasco, 1993: 31

Neon Stream Leslie Cabarga, 1995: 161

Neue Helvetica Linotype Corporation, 1983: 85,111,113,115

NewsGothicMorris Fuller Benton, 1908: 67,171

Nugget Ken Barber,2001: 35 OCR-A American Type-

founders,1968: 71 OCR-B Adrian Frutiger,

1968: 19 FF OCR F Albert-ran Pool, 1995: 21 ITCOfficina Erik

Spiekermann, 1990: 19,51,67,109,167,171

Ottomat Claudio Piccinini, 1995: 47

Palatino Hermann Zapf, 1952: 65

FF Peecol KaiVermehr & Steffen Sauerteig, 1998: 35

Perpetua Eric Gill, 1925: 96 Poplar Kim Buker, Barbara

Lind &Joy Redick, 1990: 51,91

Poynter Tobias Frere-Jones, 1997: 61

FF Profile Martin Wenzel, 1999: 67

Proforma, Petr van Blokland, 1994: 167

FF Providence Guy Jeffrey Nelson, 1994: 163

FF Pullman Factor Design, 1997: 89

FF Quadraat Fred Smeijers, 1992: 87

Rad John Ritter, 1993: 31 Reporter C. Winkow,

1953: 163 Rhode David Berlow, 1997: 89 Rosewood Kim Buker

Chansler, 1992: 31 Agfa Rotis Otl Aicher,

1989: 109 Runic Condensed Monotype

Corporation, 1935: 45 Sabon Jan Tschichold,

1966: 53 FF Sari Hans Reichel, 1999: 91 Sassoon Primary Rosemary

Sassoon, 1990: 39 FF Scala Martin Majoor, 1996:

69,103 Stempel Schneidler F. H. E.

Schneidler, 1936: 43,63 MvB Sirenne Alan Greene,

2002: 52 Snell Roundhand Matthew

Carter, 1965: 41,42,69 Solex ZuzanaLicko,2000: 51 ITC Souvenir Ed Benguiat,

1977: 43 Spartan Classified John

Renshaw & Gerry Powell, 1939: 39

Steile Futura Paul Renner, 1953: 51

Stencil Robert Hunter Middleton, June 1937: l 59

Stencil Gerry Powell, 1937: 159

ITCStone Sumner Stone, 1987: 52,109,165

Streamline Leslie Cabarga, 1995: 161

Stud2 Michael Harvey, 1993: 31

FF Sub Mono KaiVermehr, 1998: 35

Suburban Rudy Vanderlans, 1993: 69

Swift Gerard Unger, 1985: 39 Syntax Hans-EduardMeier,

1968: 49,53 Tagliente Initials Judith

Sutcliffe,iyyo: 31 Tekton David Siegel, 1990:

41,42,103 Tempo Robert Hunter

Middleton, 1940: 91 Tenacity Joe Gillespie, 2001:

73,93 Thesis Luc(as) de Groat,

1996: 52,67,81,99,169 Times New Roman Stanley

Morison &Victor Lardent,iyy: 21,57, 61,65,93,155,171

Traian Carol Twomblv. ;989: 27

FF Trixie Erikvan Blokland, 1991: 159

FF Typestar Steffen Sauerteig, 19yy:71,73

Univers Adrian Frutiger, 1957: 51,65,81,85,11l,llS,171

Universal Newsand Commercial Pi:53,95

Utopia Robert Slimbach, 1989: 167

Verdana Matthew Carter, 1996: 19,21,73,93,155

Berthold Walbaum Giinter Gerhard Lange, 1976: 69

ITCWeidemann Kurt Weidemann, 1983: 39

Weiss Rudolf Weiss, 1926: 101 Wilhelm Klingspor GotischrM

Rudolf Koch, 1925: 53 FF Xscreen KaiVermehr,

1999: 57 FF Zapata Erikvan Blokland.

1997: 39 Zebrawood Kim Buke

Chansler,igyz: 31