In Bed with the Bembo

Written By Sean Adams

Monotype Caslon, The Stinehour Press, specimen sheet

Graphic design is like cooking. If you want to create a successful meal, you need to start with the best ingredients. If I were a chef (which I'm not since I can only make turkey burgers), I would hope to use fresh organic vegetables and spices. I don't imagine I would do well using Rice-a-Roni and Spaghetti-Os. So why are designers willing to stoop to the Kraft macaroni and cheese (that I actually do like) level when picking a typeface?

"Uh, I think it's Caslon."
"I don't know, maybe it's Weirdnamehere typeface"
"It looks ok to me."
"A friend found it."

These are the statements that are the downfall of civilization. It can't just be some trash Caslon you found working the street for free. You'll get a disease. It needs to be the best possible cut of Caslon. But how do you know if it comes from a good family or is from the wrong side of the tracks?

above: Caslon in metal. below: Caslon in digital form

I have a collection of type specimen sheets from Meriden-Stinehour Press. I've had these for almost thirty years. I use these to determine if the digital version is, at least, close to the metal one. Of course changes happen during translation. But I can tell if the ampersand has retained it's original blush of youth or has let itself go.

The lesson here: Stay away from cheap type. Get to know one before getting in bed with it. 

Sean Adams

Sean Adams is the Dean of Visual Art and Communication at ArtCenter, founder of Burning Settlers Cabin studio, and on-screen author for LinkedIn Learning/Lynda.com He is the only two term AIGA national president in AIGA’s 100 year history. In 2014, Adams was awarded the AIGA Medal, the highest honor in the profession. He is an AIGA Fellow, and Aspen Design Fellow. He has been recognized by every major competition and publication including; How, Print, Step, Communication Arts, Graphis, AIGA, The Type Directors Club, The British Art Director’s Club, and the Art Director’s Club. Adams has been exhibited often, including a solo exhibition at The San Francisco Museum of Modern Art.

Adams is an author of multiple magazine columns, and several best-selling books. He has been cited as one of the forty most important people shaping design internationally, and one of the top ten influential designers in the United States. Previously, Adams was a founding partner at AdamsMorioka, whose clients included The Academy of Motion Picture Arts and Sciences, Disney, Mohawk Fine Papers, The Metropolitan Opera, Los Angeles County Museum of Natural History, Richard Meier & Partners, Sundance, and the University of Southern California.

www.burningsettlerscabin.com
Previous

With a Swirl
Next

Promoting Self Promotion