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TypeWise

Author: Kit Hinrichs; Delphine Hirasuna
Publisher: Cincinnati, Ohio : North Light Books, ©1990.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:
Internationally acclaimed designer Kit Hinrichs shows graphic designers how to harness the emotional power of typography in design--with more than 60 detailed case histories from the portfolio of Pentagram Design's award-winning partners. 250 color illustrations.
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Additional Physical Format: Online version:
Hinrichs, Kit.
TypeWise.
Cincinnati, Ohio : North Light Books, ©1990
(OCoLC)637057869
Document Type: Book
All Authors / Contributors: Kit Hinrichs; Delphine Hirasuna
ISBN: 0891343563 9780891343561
OCLC Number: 21559833
Notes: Includes index.
Description: 160 pages : illustrations (some color) ; 32 cm
Contents: 1. TYPE THAT TALKS: TYPOGRAPHIC PHILOSOPHY --
Why a book on type? --
Typographic vernacular --
The emotional value of type --
How to avoid cliches --
Developing typographic ideas --
Creating a graphic ecological system --
Recognizing the best solution --
Influential designers --
Typographic experience --
A sense of typographic history --
Evolving and classic typefaces --
Pros and cons of computer-generated typography --
Vogue type --
Working with the writer --
Design and communication --
2. CHARACTER DEVELOPMENT: TYPOGRAPHIC METHODOLOGY --
Exploring the typographic process --
Asking the right questions [Audience? --
Message? --
Medium? --
Environment? --
Resources?] --
Building a typographic library [Overcoming typebook intimidation --
Aid in selecting and developing your personal core group of typefaces] --
Topographic typography [Typography as a graphic roadmap] --
Tone of voice [Understanding its importance --
Utilizing it to communicate effectively] --
Trendy faces [Pros and cons of trendy faces --
How and when to use them effectively] --
Classic typefaces [What defines classic faces --
How to use them] --
Informational hierarchy [What it means and how to achieve it --
Approaches to handling complex data] --
Pacing and color [How to create typographic rhythm --
Defining the color of a typeface and how to use it] --
Appropriateness [How to "typographically dress" your ideas effectively --
Avoiding the expected when choosing typefaces] --
Consistent messages --
3. PENTAGRAM CASE STUDIES --
4. TYPE AS ART --
Pentagram Found Alphabet --
McCall's Magazine Christmas section --
Designer's Saturday promotion --
"Party" Invitation --
John Elliott Cellars ideogram --
Corporate Identification --
Pentagram Exhibition poster --
Art Directors Club call for entries --
Napoli '99 posters --
5. APPROACHABLE TYPE --
Slumberdown display --
Vegetables book --
Nature Company catalog and products --
Stars & Stripes book --
The Blimp Book --
Neiman Marcus packaging --
6. TYPE AS IDENTIFICATION --
Mandarin Oriental identification --
Art Center College of Design identification and magazine --
MOMA Oxford identity system --
Editions Payot book jacket program --
InfoWorks show promotion --
National Grid identity system --
Reuters logotype applications --
7. TYPE WITH PANACHE --
Alberini Wine label --
Skald Magazine --
American President Lines calendar --
The '21' Club identity system --
Mercury Typography poster --
Beaux Arts Ball poster --
US WEST annual report --
Mead Paper annual report promotion --
8. EVOCATIVE TYPE --
Champion Paper calendar --
Fannie Mae brochure --
Oakland A's promotion --
Simpson Paper promotion --
9. ENVIRONMENTAL TYPE --
London Docklands industrial signage --
Lloyd's of London signage --
Tate Gallery signage --
Norwest signage --
Leo's food stores --
10. TYPE AS INFORMATION --
The Nature Conservancy note cube --
Potlatch Corporation annual report --
National Medical Enterprises annual report --
Aspen Skiing promotion and guidebook --
The Guardian newspaper --
Champion Paper promotion --
McKesson Corporation annual report --
11. ENERGETIC TYPE --
Shiseido/Trendy packaging --
UC Santa Cruz recruitment brochure --
MOCA educational guide --
Polaroid Europe poster --
Warner Communications newsletter.
Responsibility: written & designed by Kit Hinrichs with Delphine Hirasuna ; [illustrator, Regan Dunnick].

Abstract:

Internationally acclaimed designer Kit Hinrichs shows graphic designers how to harness the emotional power of typography in design--with more than 60 detailed case histories from the portfolio of Pentagram Design's award-winning partners. 250 color illustrations.

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