Typeface

“ Example 316.—The stationery of a book dealer should have a bookish character—that is, the typography should be inspired by the same skill and taste evinced in the treatment of a good book. A well-designed type-face should be selected, and there should not be a great contrast in the sizes used. When it is possible to have two printings, the extra impression could take the form of a simple rule border in color, as on this specimen. The first type line runs almost from border to border at the head, and another portion of the copy is arranged directly under it in three even lines. ”

“ This border is merely a one-point rule which serves a good purpose without forcing itself upon the attention. The type-face is Old-Style Antique, which as the years go by does not seem to lose its “flavor.” It is a readable type-face and one that is at its best when used on antique-finished paper, as in this case. The leaflet was printed in black ink on a greenish cream-tinted paper. Mr. Baker’s personal device adds decorative value to the title-page. It will be noticed that the headings are set in a larger size of the body type and lined at the left. ”

“ A page of display typography composed of a mixture of irregular gray and black tones is inexcusable in the sight of the art-loving reader. As combinations of inharmonious type-faces are wrong, equally so are combinations of incongruous tones. For the sake of contrast and variety in typography, art principles are too often ignored, the printer confessing to ignorance or lack of ingenuity. Contrast is necessary, but it may be had without sacrificing uniformity. ”

“ The length of the register being known in advance and nothing but spaces being used in setting the line, the compositor was spared much that makes composition at once a hard labor and a fine art. The result was an irregular margin at the right such as we now see in typewritten letters.
With improvements in types and typography the squaring out of the page soon came into fashion. In many cases this can be done by the careful use of spaces so as to bring a certain number of words squarely out to the end of the line. There have been printers who have insisted that this should always be done. ”

“ The printer and user of typography have been using false logic in favoring type-faces that have descenders cut off. They think they are getting more for their money when they obtain a normal twelve-point type-face on an eleven-point body, but as the one-point linear space must be restored by leading, there is nothing gained. Scientists, in the study of eye hygiene, have ascertained that a certain amount of space between lines is necessary to save eyestrain, and the descenders are essential in furnishing some of this needed space. ”

“ A man lacks something in his make-up when he is satisfied to be rated as a twenty-five or fifty per cent printer.
Tickets, altho only a minute part of the printing-office product, afford opportunity for the practice and development of art printing. In typography there are many themes and styles and their incorporation into type-designs is an interesting and instructive study. The compositor or layout man should know and understand these various styles, that he may be able to adapt himself to any demand made for “something different.” ”

“ Example 234.—This announcement page is lettered in a style that suggests the sturdy masculine character of the lettering that has been developed with the new German decorative art. Typographers should not make the mistake of assuming that a page set in the so-called gothic types of the typefounders would give this effect. While the letters are without serifs, as are the gothic types, yet they have not the mechanical perfection of those types. Type-faces, lettering and drawing of any kind seem to be better liked when they possess the human quality of imperfection. ”

“ The plain, legible typography ably supports the strong illustration and attractive border treatment. By the Matthews-Northrup Works, Buffalo, N. Y.
Before proceeding with the composition of a catalog the printer should insist that the copy be legible, orderly prepared, and all points settled as to type-face, headings and position of illustrations. A dummy page should be planned and set up, and it should be studied and discussed by customer and printer before work is begun on the catalog as a whole. ”

“ This slight contrast in the strength of lettering in many instances gives quality and legibility to steel-engraved and lithographed business cards and stationery. The printer by having a well-designed type-face in two strengths will be able to introduce similar good qualities in his work. The spacing between words on this card is closer than that usually allowed by compositors. Close spacing between words is a quality found in good lettering and in good typography. ”

“ The ideal printshop is that one which contains only harmonious type-faces, ink colors and paper stock. This ideal condition being impossible except in a small shop, the best alternative is to have all type-faces as nearly harmonious as possible. It would be wise to build upon the body type as a foundation. Choose a body face that will be suitable for most purposes, and then select a series or family of display types that harmonize with it. If Caslon Old Style is chosen as the body letter, Caslon bold, Caslon italic and Caslon text will afford variety in display while retaining harmony. ”

“ It was some years after this that typography came under the influence of the Italian Renaissance, and both type-faces and decoration assumed the Roman style. In the old days there was sympathy between the various arts and crafts, and it worked for harmony in effects. Building-decoration, metal-carving and wood-engraving were governed by the same artistic motive, and were often done by the same man, much as the printer at one time was compositor, pressman, binder, typefounder, ink-maker and paper-maker, all in one. ”

“ Great improvements have been made in typesetting. Several late inventions largely take the place of the old-fashioned setting by hand. One of these which is much used in newspaper work, and to some extent upon books and magazines, is called the linotype. By pressing the key of the proper letter upon a keyboard arranged something like a typewriter, the letter is pushed down, and when a line of letters and words has been completed, and the words properly spaced, this matrix is pressed down upon the melted type metal. ”

“ THE MODERN METHOD. This fac-simile gives an imperfect notion of the abbreviations, the blackness and obscurity of a page of the Donatus, but it is a fair specimen of the forbidding appearance of all the printed work of the fifteenth century. The illustration of the modern method of arranging the same letters shows the superior perspicuity of modern types and of modern typographic method. Not every reader of this age has a just idea of the extent of his obligation to what may be called the minor improvements of typography. ”

“ German typefounders have made type-faces that carry the qualities of this poster style of lettering. The young printer should not infer from this that careless and unfinished typographic work is preferable to a careful, finished product. It will be found that the artist or printer who can best give this little touch of human nature to designs is one who first learned to do the work as perfectly as possible. ”

“ This is almost a literal quotation of the remark of a printer who prides himself on his progressiveness, and he is only one of many who imagine that to be up-to-date it is sufficient to use new type-faces, ornaments and borders, caring little if the resulting jobs lack appropriateness, harmony, color, tone, and other elements that are essential to perfect typography. ”

“ EXAMPLE 467
Six standard representative Roman type-faces, approved by authorities for both beauty and legibility, and selected by the author from the thousands of type-faces available for hand and machine composition
Selection of these faces was also made just as a person makes a wise selection of records for a Victrola—for permanency and investment. As standard records can be selected which will “wear” for a long time, so standard type-faces can be selected which will look well for many years. Good type-faces are like good music. ”

“ Hundreds of dollars are spent on the work and then for the sake of saving thirty cents (the cost of a harmonious initial or ornament) many dollars in effectiveness are sacrificed. Another way of injuring the appearance of a book is to use a type-face on the title-page that does not harmonize with that used for the body matter and the sub-headings. In order to secure complete harmony even the lettering on the cover should blend in style with that used for the title-page, sub-headings and text pages. ”

“ In many cases title-pages are constructed with no regard to the motive suggested by the design on the cover. Bibliophiles judge a book not only by the excellence of its execution, but by the harmonious unity that may be expressed in every detail, from the literary contents to the last bit of tooling worked on the cover. The type, ornamentation, paper, ink, margins, leather, the arrangement of the title-page and the cover treatment, all must be selected and utilized in expression of a dominant central motive. The same rule presents the key to good typography in job work. ”

“ Example 170.—Lettering, as has been pointed out, has an important place in booklet designing along with decoration, illustration and typography, and from well-lettered designs the printer can obtain valuable suggestions. This example was printed on hand-made paper, and the deckle edges and rough surface of the paper blended with the freehand drawing of letters and border. There was a further blend of the hand-lettering and the Caslon type-face used on the inside pages. The lettering was based upon the same model as the Caslon, which is standard for old-style effects. ”

“ In other words, there is and always will be a place for beauty in typography, even though it involve a certain loss of clearness. As related to the total bulk of printing, works of this class never can amount to more than a fraction of one per cent. But their proportion in the library of a cultivated man would be vastly greater, possibly as high as fifty per cent. In such works the esthetic sense demands not merely that the type be a carrier of the alphabet, but also that it interpret or at least harmonize with the subject-matter. ”

“ Charles T. Jacobi, of the Chiswick Press, London, as an instructor and writer on printing subjects has done much for typography in England. He is not wedded to a particular style of typography, but advocates the adaptation of any style that is good when by so doing clients are pleased and the principles of art are not violated. The title-page reproduced in this connection is unusual in arrangement. The type groups and the device are all squared and their angularity is enhanced by the exclusive use of capitals. ”

“ Example 315.—D. B. Updike makes plain by this specimen, as well as by the preceding one, that typographic art and good taste can be used in the designing of a billhead as well as in the designing of a book. The woodcut device has the same good quality as the typography. The old-fashioned “M” and “Dr.” are used, and blend well with the old dignity of the heading. The ruling on the lower part of both of these headings was printed from rules. There are other good printers who prefer brass rule to the ruling machine for billhead purposes. ”

“ The young compositor will, no doubt, recognize the small amount of actual typesetting necessary for this page; however, he should not overlook the fact that the results were really secured by one-tenth manual labor and nine-tenths brain exercise. A specimen such as this is good not because of what is put on but because of what is left off. There are only a rule border, a small silhouette illustration and four lines of type exclusive of the signature, yet the busy man gets the message and experiences pleasure in getting it. ”

“ Example 182.—Modern German typographical ideas have found expression in this grocery-catalog page. The lettering is type, the black tone and decorative form of which were probably inspired by strong lettering designed for poster purposes. Rules seem to have a place in the building of modern German art effects, as will be seen by this design. Bold type as used here is possibly unnecessarily forceful, but when color is to be shown in its true values it is desirable. Color never shows to advantage in thin lines, while broad lines bring out the color qualities of the ink. ”

“ But as typography gradually made models for itself, the best artists, particularly those who aimed at producing regular Roman and Italic letters, discovered the utility and expediency of arriving at uniformity in design and contour, by the use of these counter-punches, which stamped on to the steel the impress of the hollow portions of the letters they were about to cut, leaving it to the hand of the engraver to cut round these hollows the form of the required character. ”

“ An important feature of a type is the nick on the side of the body. In many cases there may be two, three, or even four nicks on a type. Usually all the types of a font have nicks that are identical in number and position, and when the types are composed in lines these nicks match each other and form continuous grooves on the lower part of the line of type.
The nicks serve as guides to the compositor when taking the type from the case to his composing stick, and they assist in distinguishing the types of one font or face from those of another on the same size of body. ”

“ It offers the readiest means for securing a page of correct reading matter. The mechanical operations are relatively simple. No other process will produce so good a printing surface as quickly or as inexpensively as the typographic method. Serious faults of the original copy, in spelling, use of points, words, phrases, in paragraphing, in spacing of lines, in arrangement of headings, and other errors can be readily corrected in type. The page can be made longer by leading, or shorter by taking out leads. ”