Volume 8–4 (Low Res).pdf - U&lc

WHERE TYPEFACES FIT IN
Typefaces (as opposed to typewriter faces) often
make possible the accommodation of almost twice
as much copy in a given space. The resultant
savings in paper, printing, plates, filing space and
distribution costs can be considerable.
COMMUNICATION EFFECTIVENESS
Furthermore, in addition to saving money, typeaces
attract readership, improve readability and
offer alternate ways to add emphasis—with italics,
changes in point sizes, use of bold faces, and choices
of contrasting typefaces, etc. These typographic
design options are in addition to the limited choices
of only underscoring or capitalizing available on
typewriters.
OR CORPORATE DESIGN
or companies with a carefully developed corporate
"IF LANGUAGE
IS INCORRECT,
THEN WHAT IS
SAID IS NOT
MEANT.
IF WHAT IS SAID
IS NOT MEANT,
THEN WHAT
OUGHT TO DE
DONE REMAINS
UNDONE:
design program in which typography plays a key
role, the typefaces selected for the corporate type
styles and advertising programs can also be used in
correspondence, memoranda, internal documents
and reports.
TYPEFACES AND OFFICES
Many major manufacturers of office printers are
planning to introduce typefaces on their printers in
the near future. One, Xerox Corporation, recently
became an ITC Subscriber and is now licensed to
offer ITC typefaces on some of its electronic printers.
In Xerox's words, "The ITC agreement. . . marks a
major commitment by Xerox to ensure typographic
excellence for all our electronic printing products."
THE OFFICE OF TODAY
This is a mcijor breakthrough into the office automation
market. Typographic arts quality, not typewriter
quality, is what the future portends for the
"AS GOAN)
ALMONT
KILL A MAN
AS KILL A
GOOD BOOK:
"office of the future" which is already being called
the "office of today." We are truly witnessing the
dawn of a new era in communications... the office is
entering the world of typographic communications.
A TYPOGRAPHIC EVOLUTION
While one cannot put a ruler on these trends and
truly measure their effects, it would appear their
first impact will be for manufacturers to introduce
typefaces which will produce work that was not
typeset before. At first, the limited range of type
families, of typefaces within a family and of type
sizes, and often the lower than graphic arts resolution
of most of the new printers, is likely to slow the
development of this typographic communication
revolution. But as the level of output quality
increases and costs of equipment decrease, typography,
with all its communications advantages, will
pervade the office as it now does in advertising,
publishing and commercial printing.
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"THERE IS DANGER
IN READING BAD
BOOKS, BUT
ALSO GREATER
DANGER IN NOT
READING GOOD
JOHN COURTNEY MURRAY
ITC SERIF GOTHIC® ITC TIFFANY FRIZ QUADRATA
3