After 560 years of moveable type, why is our job not yet done? Why is the world still full of serious people trying to find great names for different new alphabets?….Because the world and its contents are continually changing. We need to express ourselves in new ways.
I’ve put it off as long as I could: sadly, we have reached the final chapter.
Chapter 22: Just My Type
What does your favorite font say about you? This is what Lexmark thought in 2001:
Don’t use Courier unless you want to look like a nerd. It’s a favorite for librarians and data entry companies.
Alternativesly, if you see yourself as a sex kitten, go for a soft and curvy font like Shelley.
People who use Sans Serif fonts like Univers tend to value their safety and anonymity.
Comic Sans, conversely, is the font for self-confessed attention-seekers because it allows for more expression of character.
It seems “big round O’s” seem friendly, and, as you’d expect, more rectangular letters appear technical. Italicized Humana Serif Light is the font for a love letter; a Dear John letter could be gentle in Verdana, or more absolute in Courier. But all that’s from 2001; now we have Pentagram’s online therapist who will determine What Type Are You? I turned out to be Archer Hairline, which, I’ll admit, is appealing, but is far too light for everyday use.
Fonts are fun, and font designers know it; look at all the games and sites we’ve come across so far – and don’t forget Max Kerning (kerning is the art of spacing; once you design a letter, you have to decide how much space goes between them). Apple has TypeDrawing, and MS-Word has had WordArt for decades now – for that matter, remember ASCII-art?. Or you can play Cheese or Font online. Look how much time is taken picking out business cards and wedding invitations; and if you’ve ever tried to create a flyer on your computer, you know how much fun you can have – and how much time you can waste – er, spend.
Type is emotional. Way back on page 2, when I saw Chicago, the Apple font, it brought me right back to the mid-80s when I encountered my first Apple. I couldn’t have reconstructed the font from memory, but seeing it, yes, I remember exactly where the computer was, what I did on it (a calendar was my primary project), and I remember Ivy Seligman (name changed to protect the innocent) accusing me of deleting files since I was the only one in the office capable of accomplishing such an advanced feat. Remembering the Superior Cub printing press brought back all sorts of memories of my brother.
Type matters. I recently came across (thanks to Paul Debraski at IJustReadAboutThat) a remarkable short fiction piece by Jonathan Safran Foer titled “About the Typefaces Not Used in This Edition.” As Paul says, “it works as meditation on what a book is, what words are and how we will ultimately read or experience books in the future.” That’s what type is for, after all – to affect, one way or another, the aesthetic experience of reading.
When I started this blog, I added a little at a time. One of the last things I played with was adding a feature font through TypeKit. Several free options were offered, and I ended up with what you’re reading now, FertigoPro from ExLjbris. I spent about two weeks, several hours a day, trying to figure out how to incorporate this; the directions were less than helpful. A few months later, WordPress sent out a directive that they were changing their system, and panic is the only word to describe what I felt. I’d actually like to change this font – while it’s lovely, in practice it’s too small, it’s not that readable, I don’t like the “1,” and the italics aren’t easily distinguished – but I never could figure out how, and now, from what I understand, if I change anything I will have to pay at least $30 a year for the service. While that’s not exorbitant, I’m pretty rigid about not paying for stuff on the Internet since it can get out of hand very quickly. I’ll probably relent one of these days.
I suppose there are people who think this is all foolishness, this font business – that Times New Roman is good enough for anything, and if not there’s always Arial. I choose to believe those people are rare. I prefer to hang with people like Karen Kavett, who has an entire series of videos on YouTube about typography. Or with John Boardley, whose I Love Typography site is full of delights – or with Simon Garfield (who was kind enough to answer an emailed question immediately), who was inspired to write a book about fonts, and who provides plenty of further reading therein.
Did I mention I love this book?