By: Paul Felton
Sally’s Friends Herbert Bayer
1900-1985, Austria Graphic designer and type designer Work includes: German bank notes; Die Neue Linie magazine; Universal typeface
Derek Birdsal
1934-, United Kingdom Graphic designer and writer Work includes: Common Worship; Notes on Book Design; Penguin Books
Matthew Carter
1937-, United Kingdom Type designer and writer, founded Bitsream Work includes: Bell Centennial, Georgia, Shelley Script and Verdana typefaces
Lazar El Lissitzky
1890-1941, Russia Graphic designer, painter and writer Work includes: From Two Quadrants; propaganda poster Beat the Whites with the Red Wedge
Adrian Frutiger
1928-, Switzerland Type designer, associated with Deberney and Peignot, and Linotype Work includes: Univers and Frutiger typefaces
Eric Gill
1882-1940, United Kingdom Type designers, sculptor, carver, print maker and writer Work includes: Essay on Typography; Gill Sans and Perpetua typefaces
Jonathan Hoefler
1970-, United States of America Type designer, founded Hoefler Type Foundry Work includes: Hoefler text, Didot HTF and Pavisse typefaces
Laszlo Moholy-Nagy
1895-1946, Hungary Graphic Designer, sculptor, photographer and writer Work includes: Malerei Fotografie Flim
Josef Muller-Brockmann
1914-1996, Switzerland Graphic designer and writer Work includes: The Graphic Artist and his Design Problems; Zurich Tonhalle posters
Paul Renner
1878-1956, Germany Graphic designer, type designer, painter and writer Work includes: Futura typeface; Typographie als Kunst
Erik Spiekermann
1947-, Germany Graphic designer, type designer and writer, founded Meta Design and FontShop Work includes: Stop Stealing Sheep; Meta, Officina and Info typefaces
Jan Tschichold
1902-1974, Germany Graphic designer, type designer and writer Work includes: Munich film poster; Die Neue Typographie; Penguin Books; Sabon typeface
Jimmy’s Cronies David Carson
1956-, United States of America Works: Sufer and Raygun magazines
Edward Fella
1938-, United States of America Works: Fella Parts and Outwest typeface
Jeffery Keedy
1958-, United States of America Work: Keedy Sons, Hard Times and Lush Us typefaces
Stefan Sagmeister
1962-, Austria Work: Made You Look; cover of Lou Reed album Set the Twilight Reeling
Carlos Segura of T26
1956-, Cuba Work: T26 Font Foundry, Square 45 typeface
Zuzana Licko of Émigré
1961-, Czechoslovakia Work: Émigré magazine; Matrix and Base typefaces
Neville Brody
1957-, United Kingdom Work: Fuse and Arena magazines; Nike adverts
Nick Bell
1965-, United Kingdom Work: British Nuclear Fuel Screen animations; Lost & Found exhibition tablecloths; Eye magazine
Rudy VanderLans of Émigré
1955-, The Netherlands Work: Émigré magazine; Suburbon typeface
Barry Deck
1962-, United States of America Work: Template Gothic and Caustic Biomorph typefaces
Jonathan Barnbrook
1966-. United Kingdom Work: Virus Font Foundry, Mason and Priori typefaces; Adbusters projects; Damien Hirst projects
Michael Worthington
1966-, United Kingdom Work: Typographic Landscapes; X-tra magazines
Phil Baines
1958-, United Kingdom Work: Type & Typography; Penguin Books; Can You? Typeface
Alan Kitching
1940-, United Kingdom Work: Why Iraq? Why Now? poster; Dazed & Confused: the word issue cover
Vince Forst
1964-, United Kingdom Work: Big magazine; Nike adverts; D&AD Report
I. Sally knows that she should only use three typefaces per document. Sally knows that simplicity is better than the confusion that the use of many typefaces can cause.
Sally is a good girl. Euphorigenic, 28pt
She always follows the rules. Honey Script, 21pt
Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Quicksand, 10pt
7
Jimmy feels that using more than three typefaces in a single document can be dynamic and create interest.
I. Jimmy feels the use of more than three typefaces is OK.
Jimmy is a know-it-all. He does whatever he thinks is best.
Jimmy Feels
that he is in charge of all his designs and therefore
KNOWS
WHATIS
BEST.
He feels the rules will make his design
boring and predictable. Jimmy does whatever he wants to
typefaces
and makes what he
sure he always does
wants
to do.9
II. Sally knows that headlines always need to be large and at the top of the page. Sally cares about the readers of her designs and knows the best way to show them the headline is to make it large and position it at the top of the page.
Sally is a good girl Euphorigenic, 43pt
She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Quicksand, 10pt
11
Jimmy feels a simple font weight is sufficient in showing hierarchy. He also feels headlines shouldn’t have to be at the top of the page. The reader is smart enough to find it on their own.
II. Jimmy feels that making headlines large and placing them at the top of the document is boring.
Jimmy is a know it all. He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does. He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants to.
This could be the title.
This could also be the title. Titles could be anywhere!
13
III. Sally knows that only 8pt10pt size font should be used for all body copy. Sally wants all of her body copy to be neat and legible. She knows anything smaller would be too difficult too read and anything too larger would be overkill.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Quicksand, 8pt with 11pt leading
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Quicksand, 9pt with 12pt leading
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Quicksand, 10pt with 13pt leading
15
Jimmy thinks limiting type to these sizes can make a document boring. He wants to fill the page is body copy.
III. Jimmy feels body copy type shouldn’t be restricted to 8 pt -10 pt font.
Jimmy is a know it all. He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does. He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants to. Quicksand, 24pt with 28pt leading
Jimmy is a know it all. He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does. He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants to.
Quicksand, 6pt with 7pt leading
17
IV. Sally knows that any typeface that is not legible is not truly a typeface. Sally finds the dingbats and disordered fuse fonts are pointless. You won’t see any of those in Sally’s designs.
Cheshire Initials
Sally is a good girl. She always follows the rules. Signerica
Sally is a good girl. She always follows the rules. PaperCut
Sally is a good girl. She always follows the rules. Pincoyablack
Sally is a good girl. She always follows the rules. Wingdings
19
Typefaces, at the root, are just symbols and therefore Jimmy feels dingbats and the like should be used along with other typefaces.
IV. Jimmy feels if something is considered a typeface, then it is a typeface.
ChunkFive "Q"
The light teal area you can see is a part of a “Q” from the typeface, ChunkFive, which is a legible typeface as you can see above this paragraph. You can’t see that’s it’s a “Q” so it’s not legible. If the Commandments are to be adhered to, in this instance is ChunkFive no longer considered a typeface?
Cheshire Initials, by contrast, is not strictly legible, but it portrays a sense of highly flourished letter forms, so it does, in a sense, communicate as a typeface.
21
V. Sally knows that kerning letters is very important. If Sally kerns her words so the white space becomes visually equalized, it will save her readers time in figuring out the words.
Sally Sally Without kerning
With kerning
Sally is a good girl. Loose tracking
Sally is a good girl. Normal tracking
Sally is a good girl. Tight tracking
23
Jimmy feels showing different lengths of white space between letters can be interesting and crate a whole new design.
V. Jimmy feels kerning isn’t that important.
is y m J i m
a
k n o
w
it
a l l
.
25
VI. Sally knows how to keep it subtle and not over emphasize the key elements in text. Sally knows if she over emphasizes elements within her text, her readers will become confused and distracted. And no one wants to feel like that.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Italics
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Underline
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Font weight
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Color
27
Subtlety isn’t in Jimmy’s vocabulary and feels it shouldn’t make its way into any of his designs, ever.
VI. Jimmy feels over emphasizing text in a document entices the reader to look closer.
know it all
Jimmy is a . He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does.
rules
He feels the will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does
what he wants to.
29
VII. Sally knows never to use all capital letters when setting vast amounts of body copy. Sally want it to be as easy as possible to read vast amounts of body copy. She knows the varying heights of ascenders and descenders helps to do so.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Uppercase and lowercase text
SALLY IS A GOOD GIRL. SHE ALWAYS FOLLOWS THE RULES. SALLY KNOWS THAT IS SHE FOLLOWS THE RULES, HER DESIGNS WILL BE BETTER THAN ALL OF THE OTHER BOYS AND GIRLS. IF SHE STRAYS, HER DESIGNS WILL BE MESSY AND UNATTRACTIVE. SALLY KEEPS ALL OF HER TYPEFACES IN ORDER AND MAKES SURE SHE ALWAYS DOES WHAT SHE IS TOLD. Uppercase text
31
Jimmy knows that the varying geometric forms of some typefaces can create some fairly amazing designs. It also is still fairly easy for his readers to read.
VII. Jimmy feels using all capitals in body copy shows it’s importance.
JIMMY IS A
KNOW IT ALL.
HE DOES WHATEVER HE THINKS IS
BEST. JIMMY FEELS THAT HE IS IN CHARGE
OF ALL OF HIS DESIGNS AND THEREFORE KNOWS WHAT IS BEST
FOR EVERYTHING
HE DOES. HE FEELS THE RULES WILL MAKE HIS DESIGNS
BORING AND PREDICTABLE. JIMMY DOES WHATEVER HE WANTS
TO TYPEFACES AND MAKE SURE HE ALWAYS DOES WHAT HE WANTS TO.
33
VIII. Sally knows she must always align every letter and word on a baseline. It’s hard to read words when they aren’t positioned on a baseline. Sally always aligns her text on an invisible, straight line.
Sally is ago
od girl.
Word Deviation
She al ways fol lo ws the rules. Letter Deviation
S a l l y i s a
g o o d g i r l .
Vertical Deviation
35
Typefaces may have been created on a baseline, but Jimmy feels there is no expectation in leaving them that way.
VIII. Jimmy feels aligning letters and words on a baseline is only one way to approach type.
37
IX. Sally knows to always use flush-left, ragged right when aligning her type. Any other alignment strains the eyes and makes it more difficult to read which is why Sally always uses left align.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Flush-left, ragged right text
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Flush-right, ragged left text
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Justified text
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Centered text
39
Jimmy feels using the unusual alignments makes his compositions more interesting.
IX. Jimmy feels using different alignments can be just as legible as using flush left, ragged right.
Jimmy is a know it all.
He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does. He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants.
Jimmy is a know it all. He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does.
He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants to.
41
X. Sally knows not to make lines of text long or short. If Sally uses between forty and seventy characters per line then her text will be easier for her readers to read.
S f g o
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Short lines
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told. Medium lines
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps of her typefaces in order and makes sure she always does what she is tol Long lines
43
If Jimmy creates long lengths of type, he can lure his readers to different parts of the page they might not have otherwise gone.
X. Jimmy feels making lines of text longer or shorter can lead the reader’s eye around the document.
Jim is my ak e l. H t al
i now r he eve h at
sw doe est
sb
ks i
thin els
y fe mm
. Ji
therefore knows what is best. He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants to do.
t th a
he
is in
rge
ch a
l of
l of a
his
ns
ig des
and
did you see me?
45
“One of the best books I’ve ever read!” - Little Billy
“One of the most creative use of typefaces I have seen in years!” - Johann Gutenburg
“It’s a good wholesome book. Something Americans are missing today.” - Mrs. Boyden, Librarian
$2.99 U.S. $4.99 Can.
Made in U.S.A