Ch.6 – Technology Changes the Designer’s Role Part B (113-120) Freeman Craw, 1950s - American Type designer, designed three popular typefaces: Clarendon, Light, Regular and Bold:

Craw Modern, Regular, Regular Italic, Bold, Bold Italic:

Freeman Craw, Ad Lib:

These three typefaces reflect Craw’s ability to design well balanced letter forms. •large X-height in proportion to the cap heights •Extended typefaces •Detail between thick and thin strokes

International Typeface Corporation (ITC) – established 1970 ITC founders: Herb Lubalin, advertising executive, editorial and typeface designer, phototypography pioneer Edward Rondthaler, and typographer Aaron Burns. Reason for founding ITC: Classic old typeface designs were being photographed and copied for use in the phototyposetting business. This was done without the typeface designer’s knowledge, nor were they compensated for this blatant theft of their work. Lubalin, Rondthaler, and Burns formed ITC. ITC redesigned typefaces ensured licensing and compensation to the artists whose work was being reproduced.

U&lc print journal founded by ITC: U&lc (Upper and Lower Case) was a printed publication with Lubalin serving as design director. It’s purpose was to advertise ITC’s new fonts and show them in layout form to demonstrate their usability. ITC is still in business today. The company purchases the rights to new faces, commissions designs from type designers and continues to review existing classic faces for possible reproduction. These faces are consistent. Whether they are purchased in Europe, Asia, or North America, the output results will be the same.

Edward Benguiat / American Corporate Designer •Over 500 typefaces •Benguiat – angles, curves, heavy brackets, pointed serifs •Other faces: Tiffany / Souvenier / Bookman / Panache / Korinna

Seymour Chwast / Illustrator and Type Designer •Designed 5 typefaces that embodied the 1960s. •Artone •Blimp •Filmsense •Myopic •Buffalo

Herb Lubalin /