Volume 5–2.pdf - U&lc

The stockholders could have gotten
the wrong impression from her.
For over a decade, Frederic
Ryder Company had set much of the
type for one of the Midwest's largest
corporations.
But then, not long ago, this
corporation installed an in-house
computer typesetting system and
trained one of their best secretaries
to operate it.
For the first few months, the
secretary-turned-typesetter slowly
learned the new equipment. She even
produced the type for a series of
brochures, sales sheets, and manuals.
But as she began to turn out
galley proofs for the corporation's
prestigious annual report, it became
obvious that this year it wasn't going
to look like it had in the past.
Her boss noticed it. She noticed
it. And it seemed as if stockholders
would notice it too.
It wasn't that she was using a
different typeface.
What was missing was typographic
style. The kind of style that
gives people like stockholders
the right impression of a company.
What was missing was the
experienced eye that instinctively
takes out unnecessary bits of air,
hangs punctuation, and kerns letters
when necessary.
And what was also missing was
economy, because after numerous
revisions, the type set in-house was
thrown out and Frederic Ryder
Company once again set the annual
report.
43
The corporation learned
something from this experience.
We think we did too.
As the need for printed
communication grows each day,
typographers can't expect to set
every word for a corporation.
But what we'd like to think is that
the words we do set are the ones
that make the best impressions.
Rydeldrypes
500 N Dearborn, Chicago, Illinois.
Telephone (312) 467-7117