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What Our Lettering Needs

What Our Lettering Needs
What Our Lettering Needs
What Our Lettering Needs
What Our Lettering Needs
The Contribution of Hermann Zapf to Calligraphy & Type Design at Hallmark Cards

This book is a thorough account of Hermann Zapf’s contributions to the artistry and success of Hallmark Cards, an experience that is now fully blended into the company’s rich heritage. Since the late ‘70s, designer Rick Cusick has provided, in articles and presentations, most of what has been written about the Hallmark/Zapf association. This beautifully illustrated book is a tribute to Zapf’s own philosophy that the artist’s challenge is “to ensure, despite technology and mass production, that beauty is never lost.”


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Overview

This book is a thorough account of Hermann Zapf’s contributions to the artistry and success of Hallmark Cards, an experience that is now fully blended into the company’s rich heritage. Since the late ‘70s, designer Rick Cusick has provided, in articles and presentations, most of what has been written about the Hallmark/Zapf association. This beautifully illustrated book is a tribute to Zapf’s own philosophy that the artist’s challenge is “to ensure, despite technology and mass production, that beauty is never lost.”

About the author

Rick Cusick is presently the Manager of Font Development for Hallmark Cards and oversees the design and development of proprietary fonts for the corporation. He is also a respected designer, calligrapher, and teacher working with the University of Kansas in developing lectures and curriculum for lettering, typography, and type design.

 

Details

Publisher: RIT Cary Graphic Arts Press (12/2011)
ISBN-13: 978-1-933360-55-3
Binding: Softcover
Pages: 136
Illustrations: Color
Size: 6.75 x 10 in.
Shipping Weight: 1lb
Find this book at RIT Libraries

Reviews

What Our Lettering Needs tug.org (PDF file)

Blue Pencil no. 21—Zapfiana no. 2 Paul Shaw Letter Design

Table of Contents

Epigraph. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .v

Notes on Chapter Openings. . . . . . . . . . . . . . . . . . . . . . . . . . . v. ii

Preface. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix

Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii

One: What Our Lettering Needs. . . . . . . . . . . . . . . . . . . . . .1

Two: The Art of Hermann Zapf & Its Effects.............29

Three: The Lettering Manual. . . . . . . . . . . . . . . . . . . . . . . . .41

Four: Typographic Transition. . . . . . . . . . . . . . . . . . . . . . . 49

Five: Hallmark Editions. . . . . . . . . . . . . . . . . . . . . . . . . . . .83

Six: Unfinished Projects. . . . . . . . . . . . . . . . . . . . . . . . . . .97

Seven: More Than a Business Relationship. . . . . . . . . . . .105

Acknowledgments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117

Appendix: Hermann Zapf and the Crabgrass Press. . . . . . . . . 119

Notes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122

Sources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124

Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127

not a trap