I’d like to recognize reader Richard Jarvis of Norcross Georgia. Go ahead Richard, stand up.
I got a letter from him the other day, and I have to say it was probably one of the most elegant letters I’ve ever received.
I’ll bet he didn’t even know what he was creating! When I opened the letter, I was treated to a beautifully simple page of Avant Garde typography. I’m sure he didn’t intend it that way, but the type spoke for itself in a simple, elegant way.
 The first word was “Question.” — and the Avant
Garde “Q” is so elegant, I had to stop for a moment
and savor it. The pure white of the paper and the
contrasting Demi and Regular Avant Garde made me
hold the page out and just look.
Thank you Richard.
This letter inspired me to dig out one of my all-time most
favorite type books and turn you on to it.
Eye candy: Typerformance
Roger Ferriter’s book “Typerformance” is what I call eye-candy. No, you won’t run across it at the book store. You’ll have to order it from a graphic arts bookseller. It was published in 1983 by Communication Arts Books shortly after the death of the designer of Avant Garde, Herb Lubalin. Any artist, designer or typographer needs this book. Note, I did not say “should” — I said NEEDS.
 
Typerformance is a happy book,
an inspiring and a stimulating
book. In these pages are works
from many of the typographic
giants of our time: Saul Bass,
Lou Dorfsman, Paul Rand, and
of course, Lubalin. Yet it goes
beyond just a showcase.
The book also shows Ferriter’s
student work at the School of
Visual Arts in New York, over
a twenty-year period. It truly
limelights what can be done and
what has been done with
typographic images. Jim Alley,
I hope you’re reading this!
What can you do with the letter
“a”? You won’t believe some of
the inspiring solutions to this
problem. How about grayscale
photographs created exclusively
with typography? Each page is a
new visual delight.
 
Ferriter comments,
“We are all eclectic. We
learn from parents, siblings,
teachers and peers.
In graphic design we filter
everything we have ever seen, heard and felt through our own nervous system. Because each individual’s experience is unique, his own work comes out with his own imprint.”
You’ll love the graphic introduction — “There’s more than one way to say cat.” — one of the last to come from the pen of Herb Lubalin. You’ll also enjoy the last section where the author turns the camera to his own works with a candid chat about each. (You’ll probably recognize many of them, like the the nameplates for Barron’s and Newsweek! In his logo for Leggs (stockings,) do you see two birds?)
You’ll love it. Period.
In fact, when I dug out this book for this review, my 12 year-old said what’s that about. We sat on the sofa for the longest time, enjoying each page together. Then later, I noticed she had picked it up and taken it along... to rediscover on her own. Now that’s the mark of a true work of art.
Get this book. Don’t wait. I’ll wait ’til you get back.
Fred
Typerformance by Roger Ferriter
Communication Arts Books
410 Sherman Avenue, Palo Alto, CA 94303
415 326 6040
or...
Call “Tools of The Trade”
703 823 1919
in Alexandria VA and chat with Julie. Tell them Fred sent you!
MAY REASONS TO CELEBRATE...
1
Oklahoma, Bird Day
Orthodox Church, Easter
2
(1729) Catherine II, the Great, of Russia
(1892) Baron von Richthofen
3
(1849) Jacob A. Riis
4
Battle of Coral Sea, 1942
(1796) Horace Mann
(1825) Thomas Henry Huxley
(1889) Francis J., Cardinal Spellman
Bicycling TOUR DUPONT, Prologue time trial: Wilmington, DE
5
Japan, Childrens Day, National Holiday
Mexico, Battle of Puebla, Cinco de Mayo, National Holiday
Texas, Austin, Cinco de Mayo Celebration Fiesta Gardens
Bicycling TOUR DUPONT, Stage 1: Dover, DE - Wilmington, DE
Bicycling TOUR DUPONT, Stage 2: Port Deposit, MD - Hagerstown, MD
(1758) Maximilien Robespierre
(1856) Sigmund Freud
(1856) Robert E. Peary
(1861) Sir Rabindranath Tagore
7
World War II, Germany Surrenders, 1945
Space Shuttle Endeavour launched 1992
National Off-Road Bicycle Association World Cup Cross Country #4: Plymouth, Britain
Bicycling TOUR DUPONT, Stage 3: Fredericksburg, VA - Richmond, VA
(1812) Robert Browning
(1833) Johannes Brahms
(1840) Peter Ilich Tchaikovsky
(1892) Archibald MacLeish
8
France, V.E. Day, National Holiday
Missouri, Truman Day
Britian, Cornwall, Helston Floral Dance folk celebration
Bicycling TOUR DUPONT, Stage 4: Richmond, VA - Lynchburg, VA
Mother's Day
(1884) Harry S. Truman
9
England, Channel Islands, Liberation Day public holiday
Bicycling TOUR DUPONT, Stage 5 time trial: Roanoke
(1800) John Brown
(1860) Sir James M. Barrie
(1949( Billy Joel
10
Micronesia, National Holiday
Bicycling TOUR DUPONT, Stage 6: Lynchburg, VA - Blacksburg, VA
Annular Solar Eclipse, The Eclipse will start in Maine and move across New England, New York, Ohio, Illinois, Missouri, Oklahoma, North Texas, and El Paso.
11
Minnesota, Minnesota Day
Bicycling TOUR DUPONT, Stage 7: Wytheville, VA - Beech Mountain NC
England, Home Park, Windsor, Berkshire, Royal Windsor Horse Show.
