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This is the New Typography (and the Typefaces that Make it Work)

B43c22a07eccec875361bf66ad64b26c?s=47 Gerry Leonidas
October 20, 2012

This is the New Typography (and the Typefaces that Make it Work)

Gerry will tell a story about typography, and typefaces. In this story, Typography is growing up, entering its sixth era. It is growing as a space shared by many disciplines, gathering readers who see – often for the first time – type, and spatial arrangement, and interaction as decisions that somebody made. In this story we see fundamental assumptions questioned, some thrown out with a “why on earth did we do it like this?”, and others kept with a forced admission that the old guys did get some things right after all. The best part of the story is the bit where typefaces become the looking glass through which all this comes together. There’s no baddie in this story.
[presented at TypoLondon 2012]

B43c22a07eccec875361bf66ad64b26c?s=128

Gerry Leonidas

October 20, 2012
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Transcript

  1. This is the new typography (and the typefaces that make

    it work) Sunday, 21 October 12
  2. Gerry Leonidas Sunday, 21 October 12

  3. Typography & Graphic Communication Sunday, 21 October 12

  4. Sunday, 21 October 12

  5. MATD TDi+ [MAResTD] Sunday, 21 October 12

  6. ῥηθῆναι (aor.pass.inf.): see εἴρω2,ἐρῶ ῥηίδιος (also ῥῄδιος) ep.Ion.adj.: see ῥᾴδιος

    ῥηίζω Ion.vb.: see ῥᾱίζω ῥήιστος, ῥηίτατος, ῥηίτερος (also ῥῄτερος), ῥηίων: see ῥᾴδιος ῥηκτός ή όν vbl.adj. [ῥήγνῡμι] (of a person) able to be broken or rent (by a weapon or stones), vulnerable Il. AR. ῥῆμα ατος n. [εἴρω2; ἐρῶ] 1 something said or spoken, statement Hdt. +; saying by a wise person), maxim Pi. Pl. Men. 2 spoken word, word (usu.pl., sts. w.connot. of advice) Archil. + 3 spoken word, mere word (opp. actions, reality) Pi. + 4 (ref. to a word or phrase) expression Ar. + 5 (gramm.) verb (opp. ὄνομα noun) Pl. Arist.; phrase (opp. ὄνομα word) Pl. ῥημάτιον ου n. [dimin. ῥῆμα] little phrase Ar. ῥηματίσκιον ου n. [dimin. ῥῆμα] sort of little phrase Pl. ῥήν ῥηνός m. [reltd. ἀρήν; cf. πολύρρην] | only acc.sg. ῥῆνα, dat. pl. ῥήνεσσι | lamb, sheep AR. ῥῆξαι (aor.inf.): see ῥήγνῡμι ῥηξηνορίη ης ep.Ion.f. [ῥηξήνωρ] strength to break the enemy Od. ῥηξ-ήνωρ ορος masc.adj. [ῥήγνῡμι, ἀνήρ] breaker of men (epith. of Achilles, ref. either to killing of individuals or to breaking of enemy ranks) Hom. Hes. Demosthenes) Aeschin. 2 (of a person) practising rhetoric, good at oratory Isoc. Pl. Arist. ῥητορικῶς adv. in the manner of an orator, rhetorically Pl. Aeschin. Arist. Plu. ῥητός ή όν vbl.adj. [εἴρω2; ἐρῶ] 1 (of persons) spoken of, famed Hes. 2 (of a payment, a reward, a sum of money) stated, specified Il. Th.; (of a time, a day) Hdt. +; ἐπὶ ῥητοῖς on fixed terms Hdt. E. + 3 (of things) that may be spoken of or said, speakable (opp. what must be kept secret or unspoken) Trag. Isoc. D. Men.; (ref. to what may be said w. propriety or decency) S. D.; ( . ., ref. to what ought not to be spoken of, or cannot be adequately described) S. E.; that may be expressed in language, expressible Pl. 4 (of an answer) express, definite Plb. (math., of magnitudes and quantities) rational Pl. ῥητῶς adv. expressly, distinctly Plb. ῥήτρᾱ ᾱς Ion. ῥήτρη ης f. 1 verbal agreement Od. Call. 2 prescribed code of conduct, ordinance X. 3 (at Sparta) Rhetra (the unwritten law-code of Lycurgus) Plu.; (more gener.) decree, ordinance Tyrt. Plu. ῥήτωρ ορος m. 1 public speaker, orator Pl.; proposer ( . . burs tip o thro 2 bu 3 re ῥησι- ῥῆσις talk 2 (co 3 sp 4 de Ῥῆσο Tro ῥήσσ ῥητέ ῥη Pl. ῥητή ῥητῑ ΄ν ῥητο 2 (co ῥητο 2 || ῥητο the Arist Dem 2 (o Arist ῥη Aesc ῥητό Hes. 2 (o Il. Th 3 (o ὠμέγα [types of documents that interest me] Sunday, 21 October 12
  7. Sunday, 21 October 12

  8. [we look (and touch) original things, ] Sunday, 21 October

    12
  9. [and we look at type in use, in detail] Sunday,

    21 October 12
  10. [from Gabiel Bá and Fabio Moon’s Daytripper] Sunday, 21 October

    12
  11. [student drawings for themed toys] Sunday, 21 October 12

  12. aaaanyway… Sunday, 21 October 12

  13. 1/3 students media and graphic design [the composition of TypoLondon’s

    audience] Sunday, 21 October 12
  14. typefaces? typography? [terms that this audience may receive with a…]

    Sunday, 21 October 12
  15. WTF! Sunday, 21 October 12

  16. typo graphy Sunday, 21 October 12

  17. 117 slides more, 2 stories, 1 dedication Sunday, 21 October

    12
  18. typeface design is a mirror [to the way people communicate

    with texts, and the people involved] Sunday, 21 October 12
  19. technology modes of reading [typography responds to changes in these

    two things] Sunday, 21 October 12
  20. Six stages of typography Sunday, 21 October 12

  21. 0 Me-too documents Sunday, 21 October 12

  22. [© image of a manuscript with generous use of colour

    and uniform hierarchy ] Sunday, 21 October 12
  23. [© image of a manuscript with copious marginal annotations] Sunday,

    21 October 12
  24. [marginal inscription at Delphi] Sunday, 21 October 12

  25. [‘marginal annotation’ in Athens] Sunday, 21 October 12

  26. 1 Monochrome typography Sunday, 21 October 12

  27. [inescapable material properties] Sunday, 21 October 12

  28. [typography prescribed by…] Sunday, 21 October 12

  29. [the typesetting (and type-making) technologies] Sunday, 21 October 12

  30. Sunday, 21 October 12

  31. [which drive typographic hierarchies based on space and type style]

    Sunday, 21 October 12
  32. [proccesses that allow immitation] Sunday, 21 October 12

  33. [preamble to specification] Sunday, 21 October 12

  34. 2 Iron, and early mechanisation Sunday, 21 October 12

  35. Sunday, 21 October 12

  36. Sunday, 21 October 12

  37. [responses to new readers, and new modes of reading] Sunday,

    21 October 12
  38. [still constrained by economies of material properties and manual labour]

    Sunday, 21 October 12
  39. [19C technologies reaching well into the 20th] Sunday, 21 October

    12
  40. The Long Nineteenth Century: 1789–1914 [tip o’ the hat to

    Hobsbawm] Sunday, 21 October 12
  41. The Really Long Nineteenth Century: 1789–1957 [the typographic ‘long century’]

    Sunday, 21 October 12
  42. 3 Mechanical typesetting Sunday, 21 October 12

  43. Sunday, 21 October 12

  44. Sunday, 21 October 12

  45. [an industrial process that relies on precision, specification, documentation] Sunday,

    21 October 12
  46. [typesetting manufacturers with global reach and dominance] Sunday, 21 October

    12
  47. 4 Photo-electric and early digital typesetting Sunday, 21 October 12

  48. Sunday, 21 October 12

  49. Sunday, 21 October 12

  50. Sunday, 21 October 12

  51. [one of many insightful comments of the period:] Sunday, 21

    October 12
  52. Sunday, 21 October 12

  53. 4.1 Platform- independent digital Sunday, 21 October 12

  54. Industry change [collapse of major industries, questions over IP, career

    and gender impacts] Sunday, 21 October 12
  55. Role change [designer and draftsperson meld] Sunday, 21 October 12

  56. 4.2 Globalisation and a rethinking of documents [longform writing booms;

    paragraph- level typography evolves] Sunday, 21 October 12
  57. Unicode OpenType Sunday, 21 October 12

  58. [the backbone of fluid information interchange…] Sunday, 21 October 12

  59. [with the potential for rich typography] Sunday, 21 October 12

  60. [but still only the beginnings of support for global type]

    Sunday, 21 October 12
  61. [blogs helped reading on screen, but are typographically shallow] Sunday,

    21 October 12
  62. [whereas newspapers and magazines demand rich typographic hierarchies] Sunday, 21

    October 12
  63. 5 Content maturity on the web Sunday, 21 October 12

  64. [online is the primary location of content, and an interconnected

    state is assumed] Sunday, 21 October 12
  65. [live, typographically rich, accessible, on a global scale] Sunday, 21

    October 12
  66. [as familiar document structures give way to…] Sunday, 21 October

    12
  67. [opaque structures that disguise nature and length of content] Sunday,

    21 October 12
  68. [which focus design challenges at the level of section access]

    Sunday, 21 October 12
  69. [and whether a paper edition exists or nor] Sunday, 21

    October 12
  70. [discovery and navigation on smaller screens are the key design

    challenge] Sunday, 21 October 12
  71. [where familiar typographic structures and document metaphors persist ] Sunday,

    21 October 12
  72. [and fundamental typographic para- meters survive across techologies] Sunday, 21

    October 12
  73. [such as the stroke-counter rhythm, and line spacing] Sunday, 21

    October 12
  74. [looking beyond typeface details, Didot and…] Sunday, 21 October 12

  75. […Emigre share textural and spacing decisions] Sunday, 21 October 12

  76. [where tablets are and extension of octavo-scale typography] Sunday, 21

    October 12
  77. 6 Designed for users, and purpose Sunday, 21 October 12

  78. [the personal, edited, annotated, connected trajectory through texts is the

    futture] Sunday, 21 October 12
  79. [new publishing models rely on this extended typography…] Sunday, 21

    October 12
  80. [for consistency of use, and identity across screen scales] Sunday,

    21 October 12
  81. [publication-level navigation, and customisation] Sunday, 21 October 12

  82. [where complex distinctions rely on type and colour for differentiation]

    Sunday, 21 October 12
  83. [reviving solutions with roots in the manuscript era] Sunday, 21

    October 12
  84. dedication [interlude for a special friend removed] Sunday, 21 October

    12
  85. typefaces! [typeface commentary withheld] Sunday, 21 October 12

  86. All must quit talking while Fred plays jazz vibes Times

    Sunday, 21 October 12
  87. All must quit talking while Fred plays jazz vibes Georgia

    Sunday, 21 October 12
  88. All must quit talking while Fred plays jazz vibes Arial

    Sunday, 21 October 12
  89. All must quit talking while Fred plays jazz vibes Verdana

    Sunday, 21 October 12
  90. All  must  quit   talking  while  Fred   plays  jazz

     vibes   Cambria Sunday, 21 October 12
  91. All  must  quit   talking  while  Fred   plays  jazz

     vibes   Calibri Sunday, 21 October 12
  92. All  must  quit   talking  while  Fred   plays  jazz

     vibes   Candara Sunday, 21 October 12
  93. All must quit talking while Fred plays jazz vibes Skolar

    Sunday, 21 October 12
  94. namides bonuper Sunday, 21 October 12

  95. namides bonuper Sunday, 21 October 12

  96. All must quit talking while Fred plays jazz vibes FF

    Tisa Sunday, 21 October 12
  97. namides bonuper Sunday, 21 October 12

  98. All must quit talking while Fred plays jazz vibes Elena

    Sunday, 21 October 12
  99. namides bonuper Sunday, 21 October 12

  100. All must quit talking while Fred plays jazz vibes Katari

    Sunday, 21 October 12
  101. All must quit talking while Fred plays jazz vibes Capucine

    Sunday, 21 October 12
  102. All must quit talking while Fred plays jazz vibes Fenland

    Sunday, 21 October 12
  103. Sunday, 21 October 12

  104. All must quit talking while Fred plays jazz vibes Ideal

    Sans Sunday, 21 October 12
  105. All must quit talking while Fred plays jazz vibes (enough

    already!) Sunday, 21 October 12
  106. 100 Ultra Light only > 60 mm 200 Light pullquotes

    300 Light-ish nothing 400 Regular Body text 500 Medium Subheadings Sunday, 21 October 12
  107. Sunday, 21 October 12

  108. Sunday, 21 October 12

  109. [moving towards being able to have very complex typography live,

    everywhere] Sunday, 21 October 12
  110. [where reading may primarily happen on a small screen] Sunday,

    21 October 12
  111. Industry change, again [type globalisation is local: world-class designers working

    locally, not in the NW] Sunday, 21 October 12
  112. So, now what? [questions for the design students in the

    audience] Sunday, 21 October 12
  113. a grounded opinion, on top of an impulse [creativity becomes

    worthwhile when it is supported by research and reflection] Sunday, 21 October 12
  114. thank you @gerryleonidas @typefacedesign Sunday, 21 October 12