Jefferey Keedy, Keedy Sans, 2002.

Jefferey Keedy, programme, 1998.

“There are many rules and maxims of typography.”

“Breaking the rules is another rule.”

“RULES OF TYPOGRAPHYACCORDING TO CRACKPOTSEXPERTS”by Jeffery Keedy

“Although rules are meant to be brokenrules should never be ignored!”

Frederic W. Goudy, page design, c. 1930

...the first thing he [the modernist] asked was not“How should it look?” but “What must it do?”

and to that extentall good typography is modernist.

Beatrice Warde, Crystal Goblet

Anne Burdick, page layout from Emigre, 1992

Phil Baines, page layout from Emigre,1991.(continuation of his MFA thesis “The Bauhaus MistookLegibility for Communication”).

Phil Baines,detail.

Katrine McCoy, page from‘The New Discourse’, 1991.

Uh-huh. You’ve got the right one baby!

What is the ideal typeface to say:

Uh huh. You’ve got the right one baby!

Uh-huh. You’ve got the right one baby!

Uh-huh. You’ve got the right one baby!

“The crystal goblet does not contain Pepsi”.

“Modernism is responsible for creatinghigh and low class markets.”

Jeffery Keedy

“The fear is that new technology,with its democratization of design,

is the beginning of the end of traditionaltypographic standards”.

George LaRou, Page from:Lift and Separate. Graphic Designand the Vernacular,1993.

Allen Hori, poster, 1989.

David Carson, magazine cover

Edward Fella,poster for exhibition,1988

Elliot Earls,poster for typeface Dysphasia,1992.

Cranbrook students,Output,1992.

SixGun Shoot Out

Uptown

Bull Semi Inked

Misc

Gothic Rock

Porrblaska Regular

“The more uninteresting the letter,the more useful it is to the typographer”.

Piet Zwart, 1986.

Neville Brody, Ad. for Nike, c.1990s.

Massimo Vignelli, exhibition poster,1991.

Experimental JetSet, poster, 2003.

Filippo Tommaso Marinetti, cover, 1912.

“There is no such thing as a bad typeface...just bad typography”.

“Why do typographers insist on doing the impossible: new typography with old faces?...

New typefaces have the possibilityfor new designs.”

References:Keedy, Jeffrey. “The Rules of Typography According to CrackpotsExperts”, pp.48-55, Eye, 11/1993.

Poynor, Rick. No More Rules: Graphic Design and Postmodernism.Laurence King Publishing, 2003.