Volume 12–4 (Low Res).pdf - U&lc

John Gibson supervised fine typography at Young & Rubicam New York for many years.
He is now VP-Manager of Graphic Services at MacLaren Advertising, Toronto.
john Gibson
offers ten suggestions
on typography.
Thou shouldst remember that
words are meant to be read.
Words are precious tools, capable of changing
a stubborn mind or winning a reluctant heart. They
are not merely a design element, or a good-looking
block of grey.
Thou shouldst READ thy copy
before having it set.
Only by doing so can you know what the words
are trying to do. Are they trying to shout or cajole?
Are they talking to punk rockers or geriatrics? All
this affects what you do with those words.
Thou shouldst consider the
context of thy communication.
Is it a full page, or is it competing with other
ads on the same page? Is it going on white magazine
stock or grey newsprint? Is the publication
word-heavy or picture-heavy? Do you know? Do
you care?
Thou shouldst guide the eye, and
allow it space.
The eye moves back and forth more or less
like an old typewriter carriage. It needs room between
the lines to find its way back ; and it wants
a firm left edge to the type, to get it started again.
Thou shouldst not admire thy
work from a distance.
Most communication is meant to be seen from
less than two feet the length of the human arm).
Don't judge it by hanging it on a wall, unless it's
meant to wind up there.
Thou shouldst not fall in unseemly
love with new faces.
New type faces give vitality to communication.
But remember, the human eye is a traditionalist.
It is most comfortable with what it literally went
to school with.
Thou shouldst be prepared for a
sea of revisions.
Ads get Alf4ktkfevised- changed a lot.
Make sure your typographer offers equipment
which responds quickly to the need for change, as
well as clarity and beauty.
Thou shouldst treat thy typographer
as a brother, and consult him early.
His experience can save you from a thousand
pitfalls. Does the font you want include SMALL
CAPS? Are you trying to take a face that's exclusively
ROMAN and slope it into italic? Did you
know that an upside-down British pound sign
makes an excellent swash Y? Your typographer
knows, and what he knows will help you.
Thou shouldst not make thy lines
too long, nor too short, either.
The eye is worn out by lines that go on and on and on and on and on and on and on and on and on and on and
But too
short
Thou shouldst know all the rules,
lines
and then be prepared to break them.
are ir-
Nobody ever would have heard of Newton or
ritat
Galileo or Picasso or Einstein if they'd stuck to
ing.
what they were taught. But because they knew the
rules, they knew where to look for something
better.
At Berthold-Alphatype we make typesetting
equipment for those who will not settle for less
than the best.
We also offer the complete and exclusive
Berthold Type Library, setting the standard for
style and clarity throughout the world.
Our goal is the proper combination of modern
technology with old-fashioned virtues like
reliability and good taste.
We design and build our machines and our
reputation in the same way. To last.
Berthold-Alphatype
FOR FURTHER INFORMATION ON OUR PRODUCTS AND SERVICES, PLEASE TELEPHONE: NORTHERN CALIFORNIA (415) 872-2924, GEORGIA (404) 449-5515,
ILLINOIS (312) 965-8800, SOUTHERN CALIFORNIA (213) 217-0249, NEW YORK (212) 594-3970, TEXAS (214) 350-7891, VIRGINIA (703) 442-9555.
IN CANADA, VANCOUVER (604) 684-2841, CALGARY (403) 276-5762, TORONTO (416) 475-8570, MONTREAL (514) 336-1440.
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