1. Dilara Irmak10336I read two articles about typography; both of them are belonging to pioneersof typography. Jeffery Keedy and Neville Brody are seen as the experts oftypography. Firstly, I would like to mention about Jeffery Keedy’s article aboutthe rules of typography according to crackpot experts. He critiqued sometypographers in that sense.“The first thing one learns about typography and type design is thatthere are many rules and maxims. The second is that these rules aremade to be broken. And the third is that “braking the rules” has alwaysbeen just another one of the rules.” There is no doubt here, the rulesshould not ignored at all. By the new technology, typography starts to evolveand empowered designers in order to use new typefaces. Today, typographygets into our life from every field such as TV, books, magazines, billboardsand etc. Compared to Beatrice thoughts about typography, there is no placefor invisible typography between the creator as an author and audience in thatsense. There are many voices and everyone communicates with typographyin these years. Amounts of information are transferred through thetypography. So, the boundaries and traditions in any field start to change.Therefore, in my opinion comparison to Beatrice, in typography, not beinginvisible does not mean that it is not elegant. It depends on the content, forexample, if it is a book; of course the typeface should mutes its voice. Also, ifit is advertisement on the bus, it should be raised its voice.By the age of technology, new ideas emerge and there is abundance of newtrends. In that era, through the computers, designing type seems to be moreinnovative rather than earlier years. We can see that the interactivity oftypography in media as well. Also, it is too remarkable that typographers donot like to use so and so’ s typeface. I think, it is much more related with theiregos. If this typeface is suitable for that magazine, it should be usedconveniently."In the new computer age, the proliferation of typefaces and typemanipulations represents a new level of visual pollution threatening ourculture. Out of thousands of typefaces, all we need are a few basic ones,and trash the rest." Massimo Vingelli mentioned about the new era and Ilearned that he is legendary for using very limited number of typefaces.Actually, I do not totally agree with him. I thought that can it be pollution orcannot be pollution? In my opinion, he is a strict modernist and he has rationalgrids. According to him, type is a function in order to transmit the idea. I think,In contemporary typography, it is possible to go further boundaries. Thereshould be diversity in using typeface. Also, the point is that to be successful indesign, designer should solve some challenges. So, the designer should useany type of typeface in his design in case of need. To sum up, it seems to be
2. limited. On the other hand, using of many typefaces can be dangerous interms of elegancy of design. Designer should know to use typefaces, aswhere and when. Also, technology needs some differentiation in terms oftypeface as well. We produce and consume it so we have to produce somenew ones.On the other hand, Keedy argues that designer should not ignore history andtradition of typography. Of course, the chance can be admitted in that extend.However, addiction of traditional concepts blindly appears to be justintellectual lazy. Also, he mentions that it is possible to say that goodtypography with old typeface but new typography with old face is totallyimpossible. I really agree with him in this sentence.In the second part, I really agree with Neville Brody. In his designs, there is aclear emotional quality that put forward the typography. That’s why he uses‘type’ as an expression. I appreciate his differentiation about typography indesign. He has no strict limits about it. According to him, the point is thatdesign should serve to society’s need or audience needs. So, the Bodoni maynot be suitable for all designs. I mean, it depends on the content and needs.Furthermore, he argues that the choice of typeface is critical in terms ofemotional response of words. Also, I like the idea that doesn’t let the typecontrol you. It pushed you ‘to think’ about it. Choosing of typefaces depend son what do you need. If you design a book, of course you will use seriftypefaces, because it is clear that it helps to readability. The last thing, Iappreciate that ‘I love type with personality, passion and emotion’. In myopinion, this sentence summarizes his ideas about typography withexpression and individual style.