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Josheph Müller-BrockmannAlan FletcherIntroductionAt the request of the publisher of this bookI started to look in to the meaning of such apublication and recognized that it could becomea useful instrument for a better understandingof typography in Graphic Design. This little bookreveals our guidelines - those set by ourselvesfor ourselves.In several teaching situations I remarked the lackof some basic typographic principles in youngdesigners. I thought that it might be useful to passsome of my professional knowledge around, withthe hope of improving their design skills.Creativity needs the support of knowledge to beable to perform at its best.It is not the intention of this little book to stiflecreativity or to reduce it to a bunch of rules.It is not the formula that prevents good designfrom happening but lack of knowledge of thecomplexity of the Design profession. It’s up to thebrain to use the proper formula to achieve thedesired result.With great pleasure I look back to all the momentswhen I learned something new in typography,either from a Master or from fellow practitioners.To have learned about disciplined design frommy Swiss fellows, to have learned about the whitespace from my American fellows, to have learnedabout the forceful impact of type from my Germanfellows, to have learned about wit from myEnglish fellows, and then even more from fellowseverywhere.That beautiful feeling of enrichment that comesfrom new discoveries, new ways of doing the samething better than before.It is my hope that this book may provide thatfeeling, or in any case confirm and reaffirmthose guidelines that we designers love to setfor ourselves.Willy FleckhausAlan FletcherGene Federico6