Printers' Maxims & Other Notes

Carl Shank • March 23, 2024

Printers Maxims & Other Notes

Printers and typesetters can gain much wisdom from older printers. The Printers’ Handbook of Trade Recipes, Hints & Suggestions Relating to Letterpress and Lithographic Printing, Bookbinding, Stationery, Engraving, Etc., compiled by Charles Thomas Jacobi, London, 1891, gives what is called “Maxims for Printers.” These maxims and many others have guided the printing trade for many years. They distill the wisdom of centuries of printing and typography. We would do well to heed such advice.


1.   It is better to remain idle than to work at a loss.

2.   Genius is as rare in printing as in any other art.

3.   Legitimate competition is a sign of life and health.

4.   Do your work carefully, striving for constant improvement.

5.   Follow copy, provided it is good, and never copy anything bad.

6.   You cannot be a successful printer if the imprint of care and study is not upon brain and hands.

7.   Preserve all specimens of good work that come into your possession, and spend your leisure time in their study.

8.   Unless an apprentice is possessed of an ambition and determination to excel, the chances are that he will always be but a poor workman.

9.   Skill in business, a well-earned reputation for uniformly superior work, a good financial credit, promptness, honorable and liberal dealing, correct and steady personal and business habits, are absolutely necessary concomitants of success.

10. No matter how good a printer you are, you will learn something every day; and in every job you do for a customer, study how you can improve it next time. Never let a poor or carelessly executed job go out of your office, no matter even if, by mistake in “estimating,” or for any other reason, you may lose money on this particular one.

11. Study the work of first-class printers. A skilled workman has expended time, thought, and labor in its production.

12. It is not the grace or beauty of a single line that produces the result sought. The specimen must be judged as a whole.

13. Never curve a line where it would look better straight.

14. Do not crowd a job to put in a flourish or ornament.

15. Elaborate borders can only be used effectively by first-class workmen.

16. A plain rule border, with a neat corner, is more effective than a display border on a small card.

17. Ornament has to be kept strictly within the stern chasteness of taste, and permits of no extravagance of detail.

18. Ornament should always be subservient to its proper use. Any superfluity or preponderance destroys the proper effect.

19. Better do a good, plain job in black ink and one style of type, than an outrageous combination of fantastic ornaments in the glowing hues of the rainbow.

20. The use of ornaments requires a cultivated taste. They were intended to “light up,” not smother; to give an “airy grace,” not detract; to do away with “monotony,” not make a dreary waste.


Color Blindness

The land, especially during the holiday season, is flooded with abominations of tint and taste, with miserable chromos and calendars that are a disgrace to the art. When will craftsmen learn to avoid the delusions and pitfalls of color, and assert the strict taste embodied in black and white? Zebra-striped and rainbow-illuminated monstrosities will ever be a plague to the inventor, and are worthy only of some demented members of the paste-brush brigade.


Hints on Composition

Understand your take fully before leaving the foreman or copy hook. Time spent in this way is profitably invested. At least read through the outlines of the job. If pamphlet or book-work, the reading of the first page or two will be sufficient. Determine upon display lines. Spelling, style of punctuation, capitalizing and paragraphs, should be according to usage of establishment. If possible, absorb the subject of your take; it will render work more engaging.


The Origin & Use of Italic

The form of Roman now known as Italic was originally called Aldine. The first volume printed in this character had the capitals with their stems upright like those of the current round hand. These first editions were the works of Virgil, printed by Aldus Pius Manutius, in 1512, and it is known that this celebrated printer made use of a manuscript text entirely copied by Francesco Petrarca. Thus, it is said, that Manutius desiring to pay public and reverent homage to the author of the Canzoni, appropriately wished a hanging character cut in imitation of his writing, entrusting the design and the cutting to a skilled artist, one Francesco de Bologna. But the fashion of these editions in cursive italic type lasted only a short time, having been imitated by foreign printers in a careless and illegible manner. The cursive character was at that time known both in Italy and outside of the country under the name of Aldine, but later the title of cursive was given to it from the writing of the Roman Chancellery, called cursiveti seu cancellarii; a title which in Italy has superseded every other.


Other information on Italics can be found in Robert Bringhurst, The Elements of Typographic Style — “Early italic fonts had only modest slope and were designed to be used with upright roman capitals. There are some beautiful fifteenth-century manuscript italics with no slope whatsoever, and some excellent typographic versions, old and new, that slope as little as 2°or 3°. Yet others slope as much as 20°. Italic and roman lived quite separate lives until the middle of the sixteenth century. Before that date, books were set in either roman or italic, but not in both. In the late Renaissance, typographers began to use the two for different features in the same book. Typically, roman was used for the main text and italic for the preface, headnotes,  sidenotes and for verse or block quotations. The custom of combining italic and roman in thesame line, using italic to emphasize individual words and mark classes of information, developed late in the sixteenth century and flowered in the seventeenth.” (Robert Bringhurst, The Elements of Typographic Style (Hartley & Marks, 1992 edition, 54)

 

Bringhurst goes on to comment on font use — "Don't use a font you don't need. The marriage of type and text requires courtesy to the in-laws, but it does not mean that all of them ought to move in, nor even that all must come to visit. Boldface roman type did not exist until the nineteenth century, and bold italic is even more recent.Generations of good typographers were quite content without such variations. Font manufacturers nevertheless now often sell these extra weights as part of a basic package, thereby encouraging typographers - beginners especially - to use bold roman and italic whether they need them or not." (Bringhurst, 52)

 

“Some of what a typographer must set, like some of what any musician must play, is simply passage work. Even an edition of Plato or Shakespeare will contain a certain amount of routine text: page numbers,scene numbers, textual notes, the copyright claim, the publisher's name and address, and the hyperbole onthe jacket, not to mention the passage work or background writing that is implicit in the text itself. Butjust as a good musician can make a heart-wrenching ballad from a few banal words and a trivial tune, so thetypographer can make poignant and lovely typography from bibliographical paraphernalia and textual chaff.The ability to do so rests on respect for the text as a whole, and on respect for the letters themselves. Perhaps the rule should read: Give full typographical attention especially to incidental details.” (Robert Bringhurst, 24)


Successful Layout & Design

Type After Gutenberg: A Historical Sketch

By Carl Shank • November 8, 2025
What Happened to Type After Gutenberg? A Brief Historical Sketch from 1460-1640 At the end of the 15th century, German printing was at the forefront of a revolutionary transformation in Europe, driven by the invention of the movable-type printing press by Johannes Gutenberg in the mid-15th century. This development had a profound impact on culture, education, and the dissemination of knowledge. By the end of the century, Germany had become one of the key centers of printing in Europe, particularly in cities like Mainz, Nuremberg, and Augsburg. Books printed before 1501 are referred to as incunabula . German printers produced a significant portion of the incunabula, with many focusing on religious texts such as the Bible, liturgical works, and theological treatises. Secular works, including classical texts, legal documents, and scientific works, also gained prominence towards the end of the century. Incunabular typography can be said to have two major sources of inspiration —fifteenth century scribes and German typecutters, the second group of which drew largely on (and sometimes coincided with) the first. Fifteenth-century typography was characterized by both continuity and innovation. Typecutters like Nicolas Jenson and Johan Veldener found themselves highly influential in their regions, designing typefaces for many printers, but scribes also contributed their weight to the design of typography. German printers played a key role in developing early typefaces. However, they were not the only typeface creators and users. There were altogether in the Netherlands twenty-two towns where books were issued before 1500. When printing had once been introduced it spread rapidly, all but three towns starting within the first ten years. Jacob Gibbons notes that types “changed hands” and were sold or rented across Europe, Germany to Italy and France, France and the Rhine valley to England, the Netherlands to England and France to the Netherlands. Type founding and paper making were international businesses. Typography became a vehicle of cultural exchange in late medieval and early modern Europe. Thus typography was as mobile as the printing press itself in fifteenth century Europe, and perhaps a more subtle carrier of cultural, regional, national, and even personal identity. One of the most popular typeface was Blackletter (also called Gothic script or Fraktur), which dominated printed works in Germany during this period. The dense and elaborate script was particularly suited to religious and formal texts. However, that Gothic Blackletter script was developed with nuances across Europe. Gutenberg’s textura quadrata face, used in printing his famous Bible, became Gutenberg textura used in university and legal settings. Albrecht Pfister produced his own typeface, somewhat distinct from Gutenberg, though possibly derived from it. Ulrich Zell used Fust and Schoeffer’s Durandus typeface. Rotunda type became a readable alternative to Gutenberg’s. Zainer’s Cotico Antiqua was used until 1485. The Schwabacher type was a dense but softer face, paving the way until the Fraktur face in the sixteenth century and beyond. By 1500, there were over 1,000 printers operating in various German cities, making Germany a leading hub for the printing industry. Notable printing centers included: Mainz—The birthplace of Gutenberg’s press; Nuremberg — An important center for both printing and intellectual activity; and, Augsburg—A commercial and printing hub. What is often lost in typographical history in the years closely following Gutenberg are the important printers and typographers in Germany, Italy, Switzerland, France, the Netherlands, Spain, England, Austria, Sweden, Holland, Denmark, Scotland, Mexico, Ireland and the United States who furthered the cause of typography and printed works. This Blog serves as a historical sketch of a number of these important people.

Theology of Type (3): The Twentieth Century (Part 2)

By Carl Shank • November 1, 2025
SWISS TYPE BEAUTY DESIGNERS LIKE JAN TSCHICHOLD were foundational to many of the Swiss design principles. This style evolved from Constructivist, De Stijl and Bauhaus design principles, particularly the ideas of grid systems, sans-serif type and minimalism. Emerging in Switzerland during the 1940s and 1950s, this typography, also known as the International Typographic Style, directly responded to the type chaos of Dada and the stylization of Art Deco. The Swiss style emphasized readability, visual harmony and universality. Clarity, objectivity and functionality were key components. Contributors included Max Miedinger, creator of the Helvetica typeface and Adrian Frutiger, creator of the Univers typeface, both in 1957. The Journey of Helvetica We all use Helvetica. In fact, some say it has been overused through modern years. Helvetica derives its powerful simplicity and display qualities from the 1896 typeface Akzidenz-Grotesk. “The design originates from Royal Grotesk light by Ferdinand Theinhardt who also supplied the regular, medium and bold weights. Throughout the years, Berthold has expanded this extremely popular and versatile family. AG Super was developed in 1968 by Günter Gerhard Lange and is an excellent choice for headlines. In 2001, Günter Gerhard Lange added more weights for Berthold including Super Italic and Extra Bold italic.”[1] “Helvetica is a twentieth-century Swiss revision of a late nineteenth­ century German Realist face. The first weights were drawn in 1956 by Max Miedinger, based on the Berthold Foundry’s old Odd-job Sans-serif, or Akzidenz Grotesk, as it is called in German. The heavy, unmodulated line and tiny aperture evoke an image of uncultivated strength, force and persistence. The very light weights issued in recent years have done much to reduce Helvetica’s coarseness but little to increase its readability.”[2]
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