Posts Tagged ‘layout’

Like writing, typography is an art everyone imagines that they are competent to judge. From Dorothy Sayers imagining her opinion was better than Jan Tschichold’s to Mark Shuttleworth altering his company’s direction so that he could play with design, otherwise intelligent people are constantly falling into the fallacy that they can judge typography despite having no experience with it. The latest high-profile example of this fallacy is Marissa Mayer’s comments on the new Yahoo! logo, the majority of which reveals her lack of design expertise.

I knew the process is doomed to mediocrity as soon as I read her first criteria: “We didn’t want to have any straight lines in the logo. Straight lines don’t exist in the human form . . . so the human touch in the logo is that all the lines and forms all have at least a slight curve.” Aside from how arbitrary the limitation is, what strikes me is the immediate escape into metaphorical explanation. Such explanations are rarely a sign of someone with any expertise; in my experience, they are the sign of someone who does not know what to observe. A trained designer is more likely to reflect that giving all the otherwise straight lines in the logo a slight curve is mostly wasted space for the simple reason that most people are going to look at the logo carelessly, and see straight lines regardless, simply because that is what they expect to see.

Mayer’s next criteria is: “We preferred letters that had thicker and thinner strokes – conveying the subjective and editorial nature of some of what we do.” Not only is there more meaningless metaphor, but the logo will be largely seen online, and even a beginning designer knows that online legibility generally requires fonts with consistent strokes.

Further down the list of criteria, Mayer adds a “mathematical consistency.” Although this requirement sounds impressive, it becomes meaningless when you consider that all typefaces are designed to have a mathematical consistency. She might as well have said that she wanted the logo to have a breadth and depth.

Mayer goes on to explain that “we felt the logo was most readable when it was all uppercase, especially on small screens.” However, against what Yahoo! employees “felt” are centuries of practice and study that shows that lower case letters are more legible because they have a more irregular shape that a solid block of upper case letters of the same size – especially at smaller sizes.

In the end, only two of Mayer’s seven criteria are reasonable starting points: wanting to keep a hint of the old design (although having something serif-like as that hint is somewhat odd), and wanting to do something “playful” with the final “oo.”

Judging from the final result, it was already clear that the logo’s designers were less than expert. However, Meyer’s blog does have the advantage of confirming the visual evidence. Predictably, her confused and poorly advised priorities are reflected in the result, and Yahoo! has labored to replace an outdated logo with a poorly conceived one.

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Every once in a while, blogging delivers an unlooked-for personal insight. I had an example of this occurence earlier this week, when I mentioned that, despite being left-handed, I had won handwriting awards in the first few grades at school. Suddenly, I realized that this experience helped to explain my interest in typography.

The connection was news to me. I thought I had developed an interest in typography when I was working as a technical-writer, and wanting to branch out into design. Partly, my motivation was to make myself more versatile and therefore more employable, and to add a extra bit of creativity to what was sometimes monotonous work.

However, I soon became fascinated with typography for its own sake. Not many people – including graphic designers – are well-versed in typography, but the selection of typefaces and their arrangement on the page is a minature art-form, full of arcane jargon and fascinating lore.

It’s hard to imagine now, for instance, that the rise of asymmetrical design was as controversial as Impressionism or Modernism in the arts – or that one leader of the so-called New Typography, Jan Tschichold, was considered so subversive in Nazi Germany that he was given the option of exile or imprisonment (he chose exile, first to Switzerland and after the war to England, where he designed the standard templates for Penguin books of the period – little gems of design that you can still find today, sometimes, in second hand book shops).

And, like any art form, once you’re comfortable with the language of ascenders and descenders and kernings and letterspace, typography changes your perception. Just walking down a street of shops became a whole new experience for me as I examined all the signs in a new light. Similarly, opening a book, my pleasure is substantially increased by a fine layout, or lessened by a poor one.

These are all reasons enough for the large collection of fonts I accumulated. However, I suspect now that my font-fetish is also a revival of attitudes formed in the first years of my education.
You see, I was left-handed, and no one expected me to write with any elegance to my letters. The very fact that we read left to right makes writing awkward for lefties, and letters in cursive script especially are easier to form when your pen hand isn’t in the way.

But, having conquered a speech defect in Grade One, by the time I was introduced to handwriting in Grade Two, I was determined to defy expectations again. By an effort of will that, looking back, I now find hard to credit in a seven-year-old, I focused on the forms of the cursive letters, drawing them repeatedly over and over at home in my own time until I could draw them perfectly.

Or so I thought. I wonder now if I won handwriting certificates as much because I did better than lefties were supposed to do, rather than because my handwriting was objectively among the best in my classes. Unfortunately, I don’t have a sample of early handwriting to confirm or deny my suspicions.

No matter. What is important isn’t whether I really deserved the certificates, but that I became interested in the shape of letters for their own sake. I remember doing class presentations on the Greek, Phoenecian, and Norse alphabets. And, well into my teens, copying out the final version of my essay (this was before personal computers) became a ritual all its own. I remember labouring over the letter forms, not much concerned with what I said, but determined to produce a beautiful page. In Grade Ten, I even did a calligraphed creative writing project that I did and redid many times, and only completed because of the deadline – and I laboured at least as much over the page borders as I did the story contents.

Those interests went unexpressed as I went through university and became an instructor then a technical writer. Even when I was a member of the Society for Creative Anachronism, I never did much of anything with calligraphy. Yet, like a root buried deep underground, the interest remained, waiting for the right conditions to send up tendrils and be reborn.
Odd, that I never saw the connection from now. The continuity and persistence confounds me – yet, in seeing them, I now know a little bit more about myself.

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