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Aa Bb Cc Dd Ee Ff Gg Hh liJj Kk Mm NnOo 11)- Qy Rr SsTt UuVvWwXxYyZz1234567890&/ECE$Sa.%!?0[1 PUBLISHED BY INTERNATIONAL TYPEFACE CORPORATION. VOLUME FIVE, NUMBER THREE, SEPT. 1978 F 98 AA F2 BC 3 0 2D 55 5D 75 95 D5 65 9 96 25 59 X X X XX 85 9 B3 BE 88 517 7 EB 38 59 55 95 6 - 2 65 08 5F D7 59 5D 27 65 59 lE BB CB 82 BC C .0 79 9D 27 79 SE E7 75 79 92 87 79 98 67 79 99 9 F2 5C XX XXXX CF 53 E5 99 F5 B BE CO 83 3C EF FA 30 87 79 98 87 59 56 D5 8 A6 E8 FE 56 92 87 10 EE 60 18 O 6C AA FE C3 - AA AC AE AA 6 81 90 E5 7D 98 05 59 9F 21 48 08 DC 29 ID X CC OE 6 XXXX 89 83 EH 40 BO 38 D9 80 93 EC AA A6 AA 2A 58 1 5 AC 9A AA 69 IA 70 FB DE Cl 35 95 65 B2 EA 3C 77 10 3C C9 AA C 96 02 05 AD 86 XXX 47 55 55 76 B4 RB 28 C7 82 7C VOLUME FIVE, NUMBER THREE, SEPTEMBER 1978 HERB LUBALIN, EDITORIAL & DESIGN DIRECTOR AARON BURNS, EDITORIAL DIRECTOR EDWAP D RON OTHALER, EDITORIAL DIRECTOR JACK ANSON FINKS, ASSOCIATE EDITOR TONY DiSPIGNA, LYDIA GERSHEY, MARGARET LUBALIN, LINDAINAUTER. ED VARTANIAN. JULIO VEGA, JUR EK WAJDOWIC2. ALAN WOOD, ART G PRODUCTION EDITORS JOHN PRENTKI, BUSINESS AND ADVERTISING MANAGER EDWAR DGOTTSCHALL, EDITORIAL ADVERTISING COORDINATOR ©INTERNATIONAL TYPEFACE CORPORATION 1978 PUBLISHED FOUR TIMES A YEAR IN MARCH, JUNE, SEPTEMBER AND DECEMBER BY INTERNATIONAL TYPEFACE CORPORATON 216 EAST 45TH STREET, NEW YORK, N.Y. 10017 A JOINTLY OWNED SUBSIDIARY OF A BRIEF HISTORY PHOTO-LETTERING, INC. AND LUBALIN, BURNS Sr CO., INC. CONTROLLED CIRCULATION POSTAGE PAID AT NEW YORK. N.Y. AND AT FARMINGDALE. N.Y. PUBLISHED IN U.S.A. OF TYPOGRAPHY ITC OFFICERS: EDWARD RONDTHALER. CHAIRMAN AARON BURNS. PRESIDENT At the end of last year we were HERB LUBALIN, EXECUTIVE VICE PRESIDENT JOHN PRENTKI. VICE PRESIDENT. GENERAL MANAGER delighted to have received a cal- BOB FAR E'ER. SENIOR VICE PRESIDENT ED BENGUIAT, VICE PRESIDENT endar from Henry Brown, Presi- STEPHEN KOPEC, VICE PRESIDENT U.S. SINGLE COPIES, 5I.S0 dent of Frederic Ryder Company, ELSEWHERE. SINGLE COPIES $2.50 TO QUALIFY FOR FREE SUBSCRIPTION. COMPLETE AND RETURN THE Advertising Typographers, in SUBSCRIPTION FORM IN THIS ISSUE TO ITC OR WRITE TO THE ITC EXECUTIVE OFFICE. Chicago, entitled "The Typo- graphic Year: '78 from A to 72 assumed the phonetic value of its pronounced by the Greeks. In This Issue: It was of utmost interest to us initial "a:' But the Greeks also realized the A Brief History of Typography since its purpose was not only to Proof of this can be found on an workability of the Phoenician alphabe inform type users about the his- obelisk bearing the cartouche of the and adapted and modified the charac. How many people who use type every day really tory of the letter form, but also Egyptian queen Cleopatra. Her name is ters to fit their own needs. know how type and letterforms developed? The to bring them up to date on the "spelled out" in hieroglyphic characters, By making scratch marks with a imaginative people at Frederic Ryder Company new technological developments two of which are eagles standing for the metal or ivory stylus in a soft wax table in Chicago have come up with a fascinating in typOgraphy.We have taken two "a's" in the name. the Greeks reproduced the characters answer. Pg. 2. liberties with the original graphics With this, our alphabet had a with short irregular lines. created by Wilburn Bonell, Ill to beginning. As time passed, the Greeks altered Pro.Files: The Great Graphic accommodate the page size of the letter forms and made necessary Innovators lAlc. However, the information modifications. For instance, the alphab compiled and written by Tom was made to read from left to right, Continuing our popular series of insights into Shortlidge is essentially the same. instead of right to left. Also, vowels the personalities and artistry of the industry were added. giants, this time highlighting the exceptional And no longer did "beta" signify a work of Cipe Pineles and Henry Wolf. Pg. 6. house, but it became only a name . symbolizing a letter. Lou Myers at Large All of this seems to have been fina One never knows what to expect from this zany ized around 700 B.C. cartoonist except that his drawings are always a combination of fun and revelation.Pg.12. Ms. Carol DiGrappa 1000 B.C. it is said that there is nothing new under the sun. Gradually other hieroglyphics and But along comes our featured female to give it their phonetic equivalents evolved into the lie and reveal to us an interior world of a series of"ideographs" and "phono- FROM AN EAGLE TO mystery, fantasy, and decadent beauty. Pg.14. graphs" representing sounds. A CATHODE RAY TUBE This abridged form of hieroglyphics Carol Wald Gives Us the Business Not long ago a type specifier was was used by priests and was known as Our favorite collector returns to grace our pages looking for a"new" look for an ad. He "hieratic" writing around 2500 B.C. selected Garamond. By 1200 B.C., the general populace with a handsome assortment of nineteenth He got his look —photocomposed of Egypt had begun to write with reed century artistry when business cards meant busi- with minus unit spacing —and we had pens on papyrus. This writing used a 114 A.D. ness.From discreet black-and-white engravings to smile a little. simplified form of the hieratic writing Several centuries before the birth to chromo-lithographed pictures, they delight- To get this contemporary look, he with "demotic" symbols. of Christ, Rome was in the process of fully conjure up 'the good old days.' Pg.16. had used a 400-year-old typeface. This But it was left to the Semitic adopting the Greek alphabet. incident started us thinking. Phoenicians around 1000 B.C. to devise By the early Christian era, after fur The Swingin' 40s How many people who use type a true alphabet which relied on a single ther modifications and additions, the No.5 in our series of Very Graphic Crossword every day really know how type and symbol to represent a sound. Roman alphabet as we know it today letter forms developed? You can see part of this development was nearly complete. Puzzles goes nostalgic, as Al McGinley and Don And how many people use typefaces if you turn this page around so that the Around 114 A.D., an inscription wa McKechnie present us with an eye-opener to like Cloister, Garamond, Caslon, Basker- point of the A is pointing down. chiseled into the base of the Column i stretch the mind and stir old memories.Pg.20. vale, and Bodoni without realizing that It looks like a stylized ox head, Trajan's Forum in Rome. these faces were significant stepping doesn't it? This inscription contains all of the Pretzel Face stones in a development that began as Probably because of a misinterpreta- Roman capital letters with the exceptio U&lc has published alphabets and alphabets, eagles, owls, snakes, and lions in Egyp- tion of an earlier Egyptian symbol for of H,J, K, U,W,Y, and Z. It is generally but this one (by Lou Klein, staff, family, and tian hieroglyphic writing and is now "d',' the Phoenicians used "aleph;' which regarded to be the finest example of being transformed by cathode ray tube in the Phoenician tongue meant "ox:' chisel-cut lettering from the highest friends) is an alphabet you can really sink your typesetting systems? So the original Phoenician sign was a period of Roman inscription-making. teeth into.Pg. 22. Not too many people, we suspect. So, stylized ox head, which over the next Besides being indicative of the herewith we are presenting a brief his- strength and order of Rome, these cap Something for Everybody couple of centuries was first turned on tory of 3,000 years of letters. its side and then completely over to tals, with their sense of form and pro Our popular feature is back with more worldly, Because it is brief, there are dozens form a recognizable A. portion, became the inspiration for waggish,whimsical outpourings illustrated in the of omissions. And several of the exam- Western letter forms. These Roman ca] affectionate hand of Lionel Kalish. Pg. 24. ples we've chosen were selected for itals also showed a new development- their visual interest rather than their serifs. Editorial historical significance. For centuries, it was believed that Why typeface royalties? Who pays them? How A student of this subject might take these serifs were necessitated by the exception to some of the examples stone chiseling technique to create , much do they cost? How do they affect you? we've chosen. clean, precise "stops" for the letters. This special U&lc editorial provides a full an- Scholars believe that the earliest More recent research, however, swer, at the same time explaining why a type known Egyptian hieroglyphics, dated seems to indicate that these serifs shop customer should pay nothing extra for 4200 B.C., were actually derived from developed as characteristics of the earlier Sumerian pictographic forms. "rough" lettering done by scribes with specifying an ITC typeface while supporting both Be that as it may, the hieroglyphics large reed brushes as a guide for the the ethics of an industry and the future of type- cut into stone by the ancient Egyptians stonemason.