Who needs another
German type designer?
Gerry Leonidas
Typography & Graphic Communication
University of Reading
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German
German
German
German
Austrian
(+ Swiss)
France, Israel, Italy,
Japan, South Korea
(and UK )
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“I want to be a type designer!”
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Type design as a career
To be good enough to be paid repeatedly
for something you are motivated to do
for many years.
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Matthew Carter, Adrian Frutiger, Robin Nicholas,
Gerard Unger, Hermann Zapf…
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Years of craft development, apprenticeship,
and supervised production
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Hot-metal, phototypesetting:
both big industries
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1972
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1973
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1976
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text?
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1989–90
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David Berlow, Petr and Erik van Blokland,
Jonathan Hoefler and Tobias Frere-Jones,
Martin Majoor, Fred Smeijers, Jason Smith,
Jeremy Tankard, Zuzana Licko…
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Very very quickly,
things turn upside down
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text?
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Type designers as
one-[wo]man bands
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> gender barriers
> starting investment
> entry speed and risk
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In reality…
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Type design is now
a professional discipline
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> knowledge +research
> methods + skills
> career paths
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Studying type design
Argentina, Austria, Belgium, Czech Republic,
Finland, France, Germany, Italy, Mexico,
Netherlands, Poland, Portugal, Spain,
Switzerland, UK, USA
(and others)
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You may have something
interesting to say,
but it’s a crowded room.
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Teaching type design
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Education is becoming
a “managed process”
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> break down of unified
learning experience
> threat to global assessment
> focus on quantitative
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What you can measure
may not be worth considering
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Type design as agile education
> face to face
> facing desks
> everything public
> mixed groups
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> eye openers
> foundational history
> thinking prompts
> script skills
> disruptors
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> no fixed expectations
> value in failure
> student-responsive objectives
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“Now what?”
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An impulse, and
a worthy opinion
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