Didot is often used in association with elegant book and magazine design, as well as advertising that expounds classicism. It was widely used in the mid and late 1700s for text publication. The word/name Didot came from the famous French printing and type-producing Didot family. The Didot family’s development of a high-contrast typeface with an increased stress is contemporary to similar faces developed by Giamb attist a Bodoni in Italy.

The simple se tting of all the letters in Kelly Slab has been styled to render an illustrative look – via a grad ient vignette and shadow effect – to depict depth and movement. It can also work well in larger point size text blocks. It is designed for attention and impact in advertising, headings, major labels and logotypes. Created under the influence of popular geometric fonts from the 1930s with square slab-serifs, such as “City” by Georg Trump. Kelly Slab is a new geometric, modern-looking slab-serif font. Inspired the game of Scrabble® – the ultimate word game where every letter counts – is the perfect analogy to describe variety of solutions offered by The Type Guys. Avenir is a default font on many digital word-processing platforms. Designed by Adrian Frutiger in 1987, he intended Avenir to be a more organic interpretation of the geometric style, more even in color, and suitable for extended text setting. The word Avenir is French for “future.” As the name suggests, the family takes inspiration from the geometric style of sans-serif typeface developed in the 1920s that took the circle as a basis, such as Futura. The Center houses a vast collection of “rescued” metal typefaces from the scrapyards as phototypesetting took over the industry. Handset and composed in 36pt Bauer Bodoni metal type at the Center for Book Arts in New York City. Its use became a hallmark of the International Typographic Style that emerged from the work of Swiss designers in the 1950s and ’60s, becoming one of the most popular typefaces of the mid-20th century.

Helvetica is a widely use d sans-serif typeface developed in 1957 by Swiss typeface designers, Max Miedinger and Eduard Hoffmann. The dry rub-down transfer technique became very popular over the next few decades because of its ease of manipulation, its low price, and the quality of the rendered layout. Letraset came out with their dry transfer lettering system, which pioneered the technique beginning in 1961. Initially designed for print media, Garamond has excellent readability in books, but is not well-adapted to reading text on screens. Garamond is an old-style serif typeface, named for sixteenth-century Parisian engraver Claude Garamond. Typical characteristics include organic strokes, upright designs, and structures resembling handwriting with a pen. Physical signs vary in shape, size, and form – from painted signs, to neon, to manufactured signs – all with a specific purpose.

An aggregation of outdoor signs, this composition telegraphs the breadth and scope of The Type Guys.

Claude garamond typeface develpoment