ARTBOOKS FOR ARTTEACHERS
Just My Type is a book of stories about fonts. It examines how Helvetica and Comic Sans took over the world. It explains why we are still influenced by type choices made more than 500 years ago, and why the T in the Beatles logo is longer than the other letters. It profiles the great originators of type, from Baskerville to Zapf, as well as people like Neville Brody who threw out the rulebook. The book is about that pivotal moment when fonts left the world of Letraset and were loaded onto computers, and typefaces became something we realized we all have an opinion about. And beyond all this, the book reveals what may be the very best and worst fonts in the world – and what your choice of font says about you.
Today we can imagine no simpler everyday artistic freedom than the pull-down font menu. Here is the spill of history, the echo of Johann Gutenberg with every key tap. Here are names we recognize: Helvetica, Times New Roman, Palatino and Gill Sans. Here are the names from folios and flaking manuscripts: Bembo, Baskerville and Caslon. Here are possibilities for flair: Bodoni, Didot and Book Antiqua. And here are the risks of ridicule: Brush Script, Herculanum, Braggadocio and Comic Sans.
When I first did the book on gasoline stations, people would look at it and say, Are you kidding or what? Why are you doing this? In a sense, that's what I was after: I was after the head-scratching.
Ed Ruscha
Ed Ruscha_26 gasoline stations_1963
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