Posts Tagged ‘itc franklin’

by Allan Haley

The first rule of choosing display typefaces is to make an appropriate choice – appropriate to the delivery vehicle, content and reader.

Appropriate to Delivery Vehicle

The most appropriate display typeface for a small print environment will probably be a different design than one that is best for a large print environment. And neither of these might be appropriate for display copy on screen or in slide presentations.

The best font for presentation graphics, for example, is a sans serif (because it is more legible than a serif design), bold weight (to enable a high level of visibility) of somewhat condensed proportions (to obtain the maximum number of words in the smallest space).

Typefaces for on-screen use should also have large x-heights and open counters. Large x-heights will take the best advantage of the limited screen pixels. The more decorative a design, however, the more problematic it becomes for Web sites and blogs. Very fancy or ornamental designs such as the Arriba-Arriba™ or ITC Wisteria™ typefaces might make excellent choices for posters and brochures, but they would probably not be the best choices for display type on screen. Slightly less fancy – but equally commanding – designs like the Dreamland™ and Pueblo™ typefaces would be better choices.

A few great display typefacesA few great display typefaces

A few great display typefaces

Newspapers, which are almost always read under less than ideal circumstances, require sturdy, industrial strength designs such as the Egyptian Slate™ or ITC Franklin™ typefaces for headlines, while a catalog for women’s clothing would do better with a more supple design like ITC Berkeley Oldstyle™ typeface. The same Berkeley Oldstyle, however, might not be the best choice for a web page banner, while the ITC CuppaJoe™ design might be.

Appropriate to Message

A catalog announcing a new line of Hawaiian shirts should use different typefaces than a brochure for women’s lingerie; and announcements for a new, quarterly law journal report will be best served by yet different typefaces.

For that Hawaiian shirt announcement, a combination of the ITC Puamana™ and DIN Next™ typefaces might be a good choice. The women’s lingerie might benefit from headlines set in the Pouty™ script typeface and text copy using part of the ITC Galliard™ family. The law journal? Try heads in the bold weight of the Felbridge™ typeface and text in the ITC Legacy™ Serif typeface family.

Appropriate to Audience

It’s a pretty safe bet that counter-culture display faces like ITC Panic™ and ITC Schizoid™ designs will not appeal to an over-60s reader or that the Elegy™ or Diotima® Classic typefaces would resonate with a potential customer for skateboards. Typefaces like the Artistik™, Neuland™ and ITC Kick™ typefaces can be great display choices – but probably not for the readers of the quarterly financial reports of an international banking firm.

Allan Haley
Allan Haley is Director of Words & Letters at Monotype Imaging. Here he is responsible for strategic planning and creative implementation of just about everything related to typeface designs.

by Allan Haley

From retro showcard display designs, to modern reworkings of classic typefaces, to virtual clones of antique fonts, there are more typeface revivals available to graphic designers today than ever before. Maybe Fred Goudy was right, “The old guys stole all our good ideas.”

Although Goudy had nothing to do with this project, ITC just released an upgraded and enlarged version of the ITC Stone® Sans typeface family. The original plan was to add some condensed designs to the existing family, and call it a day. Once Sumner Stone, the designer of the original ITC Stone Sans and the new revival, got into the project, however, he realized that more extensive design improvement were called for. The end result is a completely new addition to the ITC Stone super family, consisting of 24 typefaces in the OpenType™ font format.

A little over two years ago, ITC also released an enlarged and improved version of the ITC Franklin Gothic™ typeface family. Called simply ITC Franklin™, the new design, created by David Berlow, has 48 designs and is also available as OpenType fonts. The new designs range from the very willowy Thin to the robust Ultra – with Light, Medium Bold and Black weights in between. Each weight is also available in Narrow, Condensed and Compressed variants, and each design has a complementary Italic.

Prior to these two designs, ITC had not released upgraded or improved versions of typefaces in its library. It has, from time to time, added new weights and proportions to existing families but never reworked the basic designs from scratch.

My question to you is: would you like to see more ITC typeface re-released to higher standards of design excellence – and would you like to seen existing ITC typeface families enlarged to contain a broader range of weights and proportions?

Allan Haley
Allan Haley is Director of Words & Letters at Monotype Imaging. Here he is responsible for strategic planning and creative implementation of just about everything related to typeface designs.

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