December 31, 2009
The Making of Typographic Man
Ellen Lupton’s text comes from the book’s overview of history: “The Birth and Evolution of Typography,” and is an edited version of an essay that appeared in Graphic Design: Now in Production
++++
Marshall McLuhan published The Gutenberg Galaxy: The Making of Typographic Man in 1962. No easy read, this rather technical book overflows with opaque excerpts from seventeenth-century poetry and bulk quotes from pioneering scholarship about print’s impact on the modern mind—readers today are advised to approach this book with a double shot of espresso. Despite its density, The Gutenberg Galaxy helped trigger McLuhan’s own remaking from a Canadian English professor into a global intellectual celebrity. The book uses typography in a remarkably aggressive way, breaking up its soporific pages of academic prose with slogan-esque “glosses” set in 18-point Bodoni Bold Italic. Bam! McLuhan was using type to invent the McLuhanism. Five years later, he produced the radical mass paperback The Medium Is the Massage with graphic designer Quentin Fiore, amplifying his early visual experiments to new levels of bombast.
Who is McLuhan’s Typographic Man? The concept of the human individual (an isolated self walled off from the collective urges of society) was born in the Renaissance and became the defining subject of modern systems of government, law, economics, religion, and more. This individual was, McLuhan argued, both product and producer of the most influential technology in the history of the modern West: typography. The use of uniform, repeatable texts transformed the way people think, write, and talk and triggered the rise of a money-based economy and the Industrial Revolution. The vast enterprise of modernity all came down to letters printed on sheets of paper. Movable type engendered the system of mass production. This new way of making things broke down a continuous process into a series of separate operations. The printed book became the world’s first commodity. [1]
It hasn’t really worked out that way. Today, our lives contain more typography than ever, served up via text messaging, e-mail, and internet. Letters swarm across the surface of TV commercials and cable news shows, while global villagers in the developing world have discovered SMS as an indispensable business tool. Meanwhile, the collective experiences forged by Twitter and Facebook rely largely on the transmission of text. The most famous McLuhanism of all, “The medium is the message,” fared no better. In today’s world, the medium is often just the medium, as content seeks to migrate freely across platforms rather than embody the qualities of a specific medium. “Device independence” has become a goal more urgent than the task of crafting unique page layouts.
With the introduction of desktop computing in the 1980s, the design and delivery of typefaces changed from a sequence of discrete processes requiring expensive equipment (mass production) into a fluid stream managed by a few producers at low costs (cottage industry). Using desktop software, a graphic designer could now manufacture digital fonts and ship them out on floppy disks. Emigre fonts, founded in Berkeley, California, by Rudy VanderLans and Zuzana Licko, began producing bitmapped typefaces in 1984 that exploited the constraints of early desktop printers. An intoxicating discourse about experimental design sprang up around these fonts, documented in Emigre, its eponymous magazine. By the mid-1990s, the jubilant fascination with high-concept display alphabets (distressed, narrative, hybridized, futuristic) was joined by a demand for full-range, full-bodied type families suitable for detailed editorial design (crafted by highly focused typographers in a field that was becoming, again, more specialised).
The same technologies that changed the way designers produce typefaces also changed the way we use them. Graphic designers could now manipulate fonts directly, instantly seeing them in their own layouts and testing them in different sizes and combinations. As the procedures of typesetting and layout merged, designers became direct consumers of fonts, no longer separated by layers of mediation from the essential raw material of their craft. In this intoxicating new era of instant alphabetic gratification, designers could not only buy, borrow, and steal digital fonts but could crack them open, violating the original designs to create alternate characters and even whole new typefaces. Designers stirred up the historic confusion between lettering and type in new ways by altering the outlines of existing characters.
Rounded end-strokes are another common craving among contemporary designers. Soft terminals restore a dash of humanity to the hard-edged realism of sans-serif typography. Eric Olson has led the way with his widely used Bryant (2002) and his more recent Anchor (2010), a condensed gothic whose plump, sausage-like forms fit comfortably in narrow spaces. The rounded terminals of Jeremy Mickel’s Router (2008) flare out slightly, recalling the mechanical process employed to manufacture routed plastic signs.
Exploring the freshly cleared frontier of web typography, Christopher Clark is inventing surprising uses for SVG (vector graphics for the Web), HTML5 Canvas, and other emerging tools and protocols. Clark’s site not only showcases these startling prototypes but also provides instructive commentary and free code. At once generous and estranged, Clarke’s “lonely guy” persona speaks to the Typographic Man of our time, whose open-hearted desire to share and connect undercuts his self-mocking alienation.
Where is Typographic Man headed as he rides off with his serifs and spurs into the digitally remastered sunset? He may always keep slipping partly backwards, looking for glimmers of black gold in the post-industrial ghost towns and open mine shafts of history. Like the modern individual McLuhan so poignantly described, today’s Typographic Man is an inward-looking loner, wrapped inside a personal cocoon of digital feeds. Yet Typographic Man has spun that protective, narcissistic cocoon from the flux of public life. Today’s individual is the product of his own voracious immersion in the common watering hole of image/music/text; he is equipped as never before to bend typography with his own means to his own ends.
[1] “Global Village” is one of McLuhan’s most famous phrases, coined in The Gutenberg Galaxy. See pages 21 and 31.
[4] Radim Pesko, http://www.radimpesko.com/fonts/fugue, accessed July 10, 2011.
++++
The Triumph of Typography is edited by publisher Henk Hoeks and design critic Ewan Lentjes, and includes contributions from: Peter Bil’ak, Petr van Blokland, Hans Rudolf Bosshard, Paul van Capelleveen, Roger Chartier, Paul Dijstelberge, Yuri Engelhardt, Willem Frijhoff, Christof Gassner, Michael Giesecke, Britt Grootes, Gerard Hadders, Henk Hoeks, Ralf de Jong, Ewan Lentjes, Ellen Lupton, Lev Manovich, Jack Post, Rick Poynor, José Teunissen, Wouter Weijers. The book is designed by Patrick Coppens, and published by TERRA with ArtEZ Press. It can be purchased here.
Observed
View all
Observed
By Ellen Lupton