1. Dilara Irmak
10336
I read two articles about typography; both of them are belonging to pioneers
of typography. Jeffery Keedy and Neville Brody are seen as the experts of
typography. Firstly, I would like to mention about Jeffery Keedy’s article about
the rules of typography according to crackpot experts. He critiqued some
typographers in that sense.
“The first thing one learns about typography and type design is that
there are many rules and maxims. The second is that these rules are
made to be broken. And the third is that “braking the rules” has always
been just another one of the rules.” There is no doubt here, the rules
should not ignored at all. By the new technology, typography starts to evolve
and empowered designers in order to use new typefaces. Today, typography
gets into our life from every field such as TV, books, magazines, billboards
and etc. Compared to Beatrice thoughts about typography, there is no place
for invisible typography between the creator as an author and audience in that
sense. There are many voices and everyone communicates with typography
in these years. Amounts of information are transferred through the
typography. So, the boundaries and traditions in any field start to change.
Therefore, in my opinion comparison to Beatrice, in typography, not being
invisible does not mean that it is not elegant. It depends on the content, for
example, if it is a book; of course the typeface should mutes its voice. Also, if
it is advertisement on the bus, it should be raised its voice.
By the age of technology, new ideas emerge and there is abundance of new
trends. In that era, through the computers, designing type seems to be more
innovative rather than earlier years. We can see that the interactivity of
typography in media as well. Also, it is too remarkable that typographers do
not like to use so and so’ s typeface. I think, it is much more related with their
egos. If this typeface is suitable for that magazine, it should be used
conveniently.
"In the new computer age, the proliferation of typefaces and type
manipulations represents a new level of visual pollution threatening our
culture. 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 I
learned 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 or
cannot be pollution? In my opinion, he is a strict modernist and he has rational
grids. 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. There
should be diversity in using typeface. Also, the point is that to be successful in
design, designer should solve some challenges. So, the designer should use
any 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 in
terms of elegancy of design. Designer should know to use typefaces, as
where and when. Also, technology needs some differentiation in terms of
typeface as well. We produce and consume it so we have to produce some
new ones.
On the other hand, Keedy argues that designer should not ignore history and
tradition of typography. Of course, the chance can be admitted in that extend.
However, addiction of traditional concepts blindly appears to be just
intellectual lazy. Also, he mentions that it is possible to say that good
typography with old typeface but new typography with old face is totally
impossible. I really agree with him in this sentence.
In the second part, I really agree with Neville Brody. In his designs, there is a
clear emotional quality that put forward the typography. That’s why he uses
‘type’ as an expression. I appreciate his differentiation about typography in
design. He has no strict limits about it. According to him, the point is that
design should serve to society’s need or audience needs. So, the Bodoni may
not 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 of
emotional response of words. Also, I like the idea that doesn’t let the type
control you. It pushed you ‘to think’ about it. Choosing of typefaces depend s
on what do you need. If you design a book, of course you will use serif
typefaces, because it is clear that it helps to readability. The last thing, I
appreciate that ‘I love type with personality, passion and emotion’. In my
opinion, this sentence summarizes his ideas about typography with
expression and individual style.