Volume 2–3.pdf

20
the inner
You asked me for "my best with
letters" and I (77) hope that I
have not yet done my best with
letters....?
I am most fascinated by the white
inside the letter—and the shape
of the white around, or between
two letters—like with Egyptian
faces where the serif embraces
the white between the type.
And so, for this text, I chose this
particular Egyptianese (from
Hamilton, Chicago, ca. 1860).
This page comes from my "Experiments
lypographica II; which I
composed in October 1944, and
was published by "Galeria der
Spiegal, Cologne" in 1956
and '58. WILL SANDBERG
This is the shoe
that trod the way
as pretty as May
that shod
the mrtircrclamo way
straight as a
LiLIENLIMEILIlf0]
principle
I chose this piece because,
although it was done about seven
years ago, I would probably do it
the same way today— even
though I'm (inevitably) older and
(supposedly) wiser.
Playing with type is my fun &
games and especially gratifying
when it is the keystone supporting
the idea and the design.
Originally designed as a paper
placemat for use in all the
Pappagallo Shops, it was later
adapted for newspaper ads. It
was to be light & playful & evoke
nostalgia by nursery rhyme &
jingle. The type selection, frankly
primer-ish yet feminine, to skip
lightly in cadence from illustrated
stop to stop until the last stop—
the Shop where the shopper
would stop to shop. REBA SOCHIS
that shod the foot
that led to the shop
that sold the shoe
the foot , that leads
for all to follow
swallow, to
MY BEST WITH LETTERS
If a father is questioned about
which of his kids he likes best, he
comes in conflict with himself,
with the mother and with his
children. They are all pretty or
handsome and all useful in this
world. Normally, he would say,
I like them all—light or heavy—;
but if he must make a definite
decision for only one, you can
well imagine the difficult situation
he's in. Well, I will whisper in your
ear: I like, of all my kids, "Optima':
especially. She has an elegant
face, a body well proportioned
like a beauty-queen, and is a star
since birth in 1954 in Frankfurt,
Germany. Now she is 20 years
old. The best age! Of course you
always like your babies above all.
This is natural, for they are so
charming, untouched, just to kiss.
I have a new baby named "Zapf-
Roman:' born, 1974, in New York
City on the East Side and baptized
with Atlantic water. I hope I can
show all my many friends in the
typographic world a picture of
this new baby "Zapf-Roman" very
soon. HERMANN ZAPF
This picture shows a poster for
the Stedelijk Museum (Municipal
Museum) in Amsterdam.
The subject of this poster is an
industrial design exhibition.
Graphic design is an activity
within the field of industrial design;
so I tried to make this clear
by showing the basic grid-system
that I use for all the typographical
work for this museum.
For this occasion I also composed
the letters within this grid
to express the design-system as
strong as possible.
Anyhow, I am fascinated by
system-type and this is what this
poster shows; so it is also a
personal expression.wIM CROUWEL
the shop for
pappagallo
I
Hermann Zapf MANUALE
TYPOGRAPHICUM
100 typographische Gestaltungen
mit Aussagen Ober die Schrift, Ober
Typographie und Druckkunst, aus
Vergangenheit und Gegenwart, in
achtzehn verschiedenen Sprachen
100 typographical arrangements
with considerations about types,
typography and the art of printing
selected from past and present,
printed in eighteen languages.
Z-PRESSE FRANKFURT
NEW YORK MCMLXVIII
stedeli jk museum amsterdam
s april tsm juni 196s
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