Type Terms

Carl Shank • March 14, 2023

Type and Printing Terminology. When I was employed in a very busy print shop outside of Washington, D.C. customers would come into the shop asking for printing help and advice. Usually, the conversation would go something like this — "I need some invitations to a party I am hosting. What do you recommend?" I would respond by asking what kind of party and who is invited, trying to get some idea as to the type of invitation that would be appropriate. Sometimes I would pull out a sample book of invitations for the customer to peruse.


When I would ask what kind of type they would want, the conversation would continue — "Oh, I don't know. Something that will grab their attention, maybe big type with an illustration or picture." Or, if it was a pamphlet they wanted printed, they would say, "Just make it easy to read." They knew little to nothing about typefaces and fonts or display type and leading and those things typesetters and printers almost take for granted. They did not know the language or enough about printing and typography to guide the conversation or answer a few leading questions. Or, they would produce a piece they received somewhere and ask if we could imitate that in our set up and printing. As I would seek to explain what was involved, there would be a deer-in-the-headlights kind of interaction that would take place. Big, small, medium size, looks nice, easy to read at a distance, similar to what I saw downtown — these would be their guiding hints.


Certainly, everyone needs a bit of education as to typography and printing language. And this not only for those of us in the business, but for inquiring customers and consumers of printed pieces as well. There are good type and printing glossary guides available.* Here's a sampling of what might be helpful the next time you go to the printshop for some help.


*https://www.canva.com/learn/typography-terms/. https://www.monotype.com/resources/z-typographic-terms. Glossary of Typesetting Terms (Chicago Guides to Writing, Editing, and Publishing), University of Chicago Press, 2008.

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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.
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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