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iN VT 4) Message from ITC Collaboration from concept to reality. 6) I Collaborate, You Collaborate, We Collaborate by Steven Heller 8) SMINBROOK/HAYE: What's Good and What's Not by Lewis Blackwell 12) TONIASWA/FARAEU/StMOICK: Transforming Text by Margaret Richardson 16) MAMA/HAYCOCK MAMA: Creative Hedonism and High-Speed Collision by Andrea Codrington 20) 6nrits/H0fit: Reconcilable Differences by Joyce Rutter Kaye 24) rEtt.A/PIANSKER: Subversive Collaboration by Peter Hall 26) 17 New ITC Fonts Text by John D. Berry 34) Book Reviews by Lewis Blackwell 42) (Re) Imagining the Book by Steve Tomasula MESSAGE FROM SIC Collaboration is the theme of this issue of U&lc. Collaboration is a concept and a process we know well as the U&k staff works with various designers in producing this magazine each quarter. Our intention always is to find the best design talent we can to create this quarterly. Our goal is not only to produce the best visual and editorial product we can, but also to have each design team effectively show the vast range of ITC typefaces in use. To collaborate demands negotiation from the planning through to production, and inevitably collaboration comes down to trust. We choose designers whose work we think our readers would like to see. We want U&lc to inspire through contemporary digital design and to promote expressive typography and a passion for type. This was the case when Johnson & Wolverton suggested a horizontal editorial presentation simulating a road map for the Spring issue. The theme was interesting design projects from around the world, and the map captured this while incorporating intense text and display treatments of ITC type. This issue of U&k prompted incredible response. It was both pilloried and praised. We were accused of creating illegible pages, or told this was as simple to read as a map. Collaborating with the designers Laurie Haycock Makela and P Scott Makela at Words + Pictures for Business + Culture in Bloomfield Hills, Michigan, for this issue allowed us to explore the collaborative process in theory as well as in practice. The Makelas, who teach at Cranbrook, suggested going beyond mere documentation of the work of collaborative teams featured. The design is influenced by the Makelas' interpretation of the double-blind experiment used in medicine. Laurie Haycock Makela explains: "Dou- ble-blind is the term used for the method of evaluating the effects of a drug's course of treatment in which neither the subject nor the researcher knows who specifically is receiving the drug treatment under study. This concept inspired the making of this issue. Each collaborator represented here was invited to send one image on the subject of collaboration, knowing it would be paired with the fellow collaborator's submission': The Makelas, along with Cranbrook student Brigid Cabry, reassembled this artwork in their own collaborative response, collaborating with the collaborators in a design equivalent of double-blind. Again the use of ITC type in the design is crucial. The Makelas designed the new ITC typeface introductions of 17 new fonts, and they became so enamored of the new sans serif typeface, ITC Conduit by Mark van Bronkhorst, that it is consistently featured throughout this entire issue. A final note on collaboration. The most consistent collaborators we have are the U&k readers, those of you who each quarter read and respond to U&/c. Whatever your opinion, we are always grateful to hear from you since your correspondence proves that we sometimes inspire, other times provoke, but definitely your response tells us that we are not ignored. MARGARET RKHAROSON COVER IMAGE FRAME FROM "ADDICTIONS + MEDITATIONS;' AN AUDIOAFTERBIRTH MUSIC VIDEO CREATED BY WORDS + PICTURES FOR BUSINESS + CULTURE. TABLE OF CONTENTS/MESSAGE FROM ITC: HEADLINE: ITC CONDUIT BOLD ITALIC, ITC FLORINDA SUBHEADS: ITC FLORINDA, ITC CONDUIT BOLD TEXT/CREDIT: ITC CONDUIT LIGHT, LIGHT ITALIC, ITC GOLDEN COCKEREL ROMAN, ITALIC FRONT COVER: ITC FLORINDA 4 MASTHEAD: ITC FRANKLIN GOTHIC MEDIUM CONDENSED, MEDIUM CONDENSED ITALIC, DEMI CONDENSED, DEMI ITALIC .111111 EXECUTIVE PUBLISHER: MARK J. BATH EDITOR/PUBLISHER: MARGARET RICHARDSON MANAGING EDITOR: JOYCE RUTTER KAYE CONTRIBUTING EDITORS: PETER HALL, KAREN S. CHAMBERS GRAPHIC DESIGN: WORDS + PICTURES FOR BUSINESS + CULTURE: LAURIE HAYCOCK MAKELA, P. SCOTT MAKELA, MIKE JACOPELLI, BRIGID CABRY CREATIVE SERVICES DIRECTOR: CLIVE CHIU ART/PRODUCTION: JAMES MONTALBANO NICOLAS 0. SIMON ASSOCIATE PUBLISHER: REBECCA L. PAPPAS ADVERTISING SALES: BARBARA H. ARNOLD BHA ASSOCIATES INC. PHONE: (617) 259-9207 FAX: (617) 2599883 DISTRIBUTION: EDWARD WORMLY FOR INFORMATION ON EXISTING SUBSCRIPTIONS, FAX (516) 756-2604 LIST RENTAL OFFICE: CMG INFORMATION SERVICES (800) 677-7959 © INTERNATIONAL TYPEFACE CORPORATION 1997. U&lc (ISSN 0362 6245) IS PUBLISHED QUARTERLY BY INTERNATIONAL TYPEFACE CORPORATION, 228 EAST 45TH STREET, NEW YORK, NY 10017. ITC IS A SUBSIDIARY OF ESSELTE LETRASET. U.S. SUBSCRIPTION RATES, $30 FOR THREE YEARS; FOREIGN AIRMAIL SUBSCRIPTIONS, 560 U.S. FOR THREE YEARS; U.S. FUNDS DRAWN ON U.S. BANK. TO CONTACT ITC CALL: (212) 949-8072 FAX: (212) 949-8485 EMAIL GENERAL: itc@esselte.com www: http://www.esselte.com/itc EDITORIAL/PRODUCTION: designedit@aol.com CIRCULATION: UteRPappas@aol.com ADVERTISING: bhacatVtiac.net PERIODICALS. POSTAGE PAID AT NEW YORK, NY AND ADDITIONAL MAILING OFFICES. POSTMASTER: SEND ADDRESS CHANGES TO U&Ic SUBSCRIPTION DEPARTMENT. P.O. BOX 129, PLAINVIEW. NY 118030129. ITC OPERATING EXECUTIVE BOARD 1997 MARK J. BATTY, PRESIDENT AND CEO RANDY S. WEITZ, CONTROLLER ILENE STRIDER. DIRECTOR OF TYPEFACE DEVELOPMENT ITC FOUNDERS: AARON BURNS. HERB LUBALIN, EDWARD RONDTHALER ITC, U&Ic AND THE U&Ic LOGOTYPE ARE REGISTERED TRADEMARKS OF INTERNATIONAL TYPEFACE CORPORATION. MICROFILM (16mm OR 35mm) AND MICROFICHE (105mm) COPIES OF U&Ic ARE AVAILABLE FROM UM!, 300 NORTH ZEEB ROAD, ANN ARBOR, MI 48106-1346 PHONE: (800) 521-0600 OR (313) 761-4700. FAX: (313) 761-3221. - VBPA vai
a registered trademar k of Apple Computer, I trademark of Adobe Syst Expert Alphabets International and Abrams Augereau are registered trademarks of Expert Alphabets I Presentsb Expert Alphabets International' rams Augereau m With over 2000 sorts—beautifully drawn, pain ingly digiti ned—Abrams Augereau suitable for text and display setting with e al grace. Apgereau Basic * includes hree weights: Text, Semi- bold, & Bold with their Italic comp ions. Augereab Expertt includes the Expert, Expert Italic,Alternate, and Alternate Italic fonts in Text, Semibold, and Bold weightX. heresy, his life's work has en largely overlooked in typographic literature.," I Text, Semibold, Bo , Italic, Semibold Italic, Bold Italic, EXPERT, Expert Italic, EMIBOLD EXPERT, Semibold,, \,... , ---- Expert Italic, BOLD EXPERT, B , Expert Italic; Alternat e, ,Alternate Italic, Semibold Alternitiloaid Italic, Bold Alternate, an old illternate Italic. Typographer Antoine Augereapi lived and workld in France in the 16th century. Among his mAny achievement/was teaching the / renowned Claude Garamdnd. Sentenced/6 death in 1544 for 9 George Abrams, the designer of Abrams Augereau, has been a force in typography and lettering for over fifty years. His rep tation has been built in advertising for America's most visible corporations— AT&T, IBM, Owens Co ping, Time Ineohnson & Johnson, Pepsico, General Foods, American Home Products, General Electric, Revlon, Mobil, ,a,r Eastman Kodak, Ford Motors, Good- ye Products, General Motors, American Express, and Merrill Lynch to name afew. He is a corresponding member of the Stockholm Typo- -.,graphic Guild in Sweden, an honorary fellow of the Society of Typographic Designers in England, andw member of the New Yor ypophiles. Abrams Augereau is the first George Abrams typeface available in PostScript' m form. 1 *$]45.00. 1-$99.o o. $225.00 if purchased together. Add $45o for sipping and handling within the c tinental U.S. Payable in U.S. dollars only. NY State residentssadd 8.25% saps tax. Mastercard, Visa, an merican Express accepted. Available in Type 1 form for Macint fish ® and Windows.' Please specify ordering Expert Alphabets International, Lt , 10 Shore Drive, Great Neck Estates, NY phone: (516)482-17 16 482:1223. Bitsines ours: 9 AM to 6-PM EST, Monday through Friday. 18k. Expert Alphabets International, Ltd.® Aphabets for the 6xpert - Circle 2 on Reader Service Card ITALIC 12/20 PT. SEMIBOLD 12/20 PT. SEMIBOLD ITALIC 12/20 PT. BOLD 12/20 PT. BOLD ITALIC 22/20 PT.
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