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typea critical guide
for designers,
writers, editors,
& students
theory
how
why
practice
thinkingwith
entertaining economical essential
ellen lupton
2NDEDITIONREVISED & EXPANDED
principles
examples
exercises
type crimes
fonts
factoids
fun
{MORE
INDIEPUBLISHING
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typea critical guide
for designers,
writers, editors ,
& students
how
why
practice
thinkingwith
entertaining economical essential
ellen lupton
ONDE D
iples
ples
ises
rimes
ids
INDIEPUBLISHI
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The book has becomea site of frenzied activity.
Red76,BoothJ15, TheNewYorkArtBookFair,2010
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Published 1962
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to vow
to name
to promise
to swear
to bet
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It is commonly necessary that either the speakeror other persons should also perform certain otheractions, whether physical or mental or even acts of
uttering further words.
The circumstancesin which the words are utteredshould be in some way appropriate.
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(How to Do Things with Typography)
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Writing informs and feeds, supports anddescribes, backs up and interprets, comments and
reflects upon contemporary artistic production.
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[Typography] informs and feeds, supports anddescribes, backs up and interprets, comments and
reflects upon contemporary [writing].
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Typography:the arrangement of textin space and time.
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Typographyis what language looks like.
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Letter from Muriel Cooperto PLAN Magazine, 1980.Reproduced by DavidReinfurt inDot Dot Dot15,2007.
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Working Library website, written, edited, and designed by Mandy Brown (2010).
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Liner Notes: Conversations About Making Books. Edited by Markus Dressen, Lina Grumm, Anne Knig,and Jan Wenzel. Spector Books, 2010. Distributed by Motto.
(front cover) (back cover)
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What does it mean to design a book? As designproduces an independent text, the designers
role could be compared to that of an author.As design marks a position regarding the
content, the designers frame of action could be
compared to that of a critic.
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Three developments in the life of the book:
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The resurgence of writing
Book as social media
Three developments in the life of the book:
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The resurgence of writing
The book as social media
The diffusion of the author
Three developments in the life of the book:
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A text is made of multiple writings...The reader is the space on which all the
quotations that make up a writing areinscribed; a texts unity lies not in itsorigins but in its destination.Roland Barthes
The death of the author
The birth of the reader
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An author is a routine which makes
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An author is a routine, which makesfor good conversation wheneverthat routine climbs down from the
windswept seclusion that walks andbreathes centuries of the word.
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A Wikipedia Reader
1 Paul Branca
2 Dexter Sinister
3 Barbara Ess
4 Fillip
5 Rob Giampietro
6 Marc Handelman
7 Zach Houston
8 Adam Katz and Julia Sherman
9 Brian Kennon/
2nd Cannons Publications
10Chosil Kil11Alex Klein
12Marisa Olson
13Paul Pieroni
14Laurel Ptak
15Eileen Quinlan
16Michael Smoler
17Jamie Stewart
18Oraib Toukan
19Lia Trinka-Browner
20Jen Delos Reyes
21Rafael Rozendaal
22Ryan Waller
23Amy Yao
What follows is the documentation of23 travels within Wikipedia (navi-
gating from article to article viaa connecting hyper-link, producinga string of connecting articles).The string of articles produced byeach travel can be understood asa kind of mental-map: a wanderingin thought, or a deeper continuousinvestigation. The decisions that
each contributor made will hope-fully produce not only an arrayof interesting subjects, but alsoserve as a kind of supplemen-tal reader to their own creativepractice. Presenting these linkssequentially as they were trav-eled is also a kind of ordering
method. To an extent, digital sys-tems make hierarchical categorizingand analog ordering irrelevant (seeintroduction to A Wikipedia Reader,2008). Information online is notnecessarily categorized and orderedin the traditional sense, it isinterconnected with everything, andaccessed through these connections.
Here the contributors themselvesbecome the categories through theirown choices of what connection tofollow. The articles are abridgedbecause of printing limitations. Itmust also be understood that eachprinted article is also a documenta-tion in the articles continuously
growing life. That is the nature ofuser-generated content. Things arerevised and updated. Some of theconnections presented here may now
be broken. Like old trolley lines,they belong to a different time.
Yet unlike these old lines, theycan be reconnected. Obviously, thenature of Web 2.0 opens up room forfactual error. It also opens uproom for tinkering and play, whichwas not present in the rst reader.
Oraib Toukans travel includes actitious article in between fac-
tual ones (this article lasted nolonger than a day). It is a cultureof participation. Even trickstersand trouble-makers can participate.But this tinkering is not alwaysrooted in misinformation. Whenlooking at the Hannah Arendt arti-cle (which came up twice through
Marc Handelman and Eileen Quinlan),I had the uncanny realization thatI was looking at my own hand inthe photograph of her gravestone.I uploaded the photograph over ayear before and had forgotten aboutit. I had thought, with it becom-ing more difcult to play with the
text, why not play with the images?
Anyone can assert their presencein the backgrounds and margins ofphotographs, becoming part of theinformation.
David Horvitz, September 2009
This was commissioned by the Art Libraries Society
of New York for the Contemporary Artists Books
Conference at Printed Matters 2009 NY Art Book
Fair. It was organized through David Senior at the
Museum of Modern Art Library.
1985Acadian Driftwood
AdaptationAdrenal MedullaAfterimagesAhimsaAl-HurriyaAldous HuxleyAlzheimers diseaseAnalog Hole
Andrew HuxleyAnimismAsparagusAssholeAttention
Attention-Defcit
Hyperactivity DisorderAugmented RealityAugmented Virtuality
Autobiography of MalcolmXAxon
AyurvedicBBCBabiesBanality of EvilBard College
Bellevue Hospital CenterThe Birth of Tragedy fromthe Spirit of MusicBlack and White DualismBob DylanBottom of the PyramidBoulderBoy SopranoBrewers Dictionary of
Phrase and FableBroadmoor HospitalBrothelsCentral IntelligenceAgencyCharles Sanders PeirceChoirCobble
Cocktail Party EffectThe Colbert Report
Commodore 64Constructed LanguageCopy ProtectionCrossbowCyberpunkData-miningDaydreamDealer
DepersonalizationDharmacakraDiane VreelandDistributionDreamDualismDylan ThomasEgo DeathEnclave and Exclave
European MicrostatesEvangelineEwald Hering
ExtraterritorialityEye MovementFaces of DeathFergieFlowers
Ford Model TFordlandiaFormal LanguageFriedrich NietzscheGdels IncompletenessTheoremsGeopoliticsGhassan KanafaniGhost in the Machine
GoguryeoThe GoodiesGrapeGravelGreat UpheavalGreg DykeHallucinogen-Persisting-Perception Disorder
Hannah ArendtHarpers Bazaar
Health CareHenry WadsworthLongfellowHillHizbelHurHorizontal Gene TransferHuman AnimalCommunication
Human SpeechomeProjectHunter vs. Farmer TheoryHyperfocusIm Sorry, Ill Read ThatAgainIm Sorry I Havent aClueIllegal Drug Trade
Illness
Infnite Set
Infnity
InterspeciesCommunicationIslamic calligraphyJabberwockyJames Joyce
JapanJune and Jennifer GibbonsKara WalkerKiberaKilroy Was HereKoreaLSDLibya National FootballTeam
LiechtensteinLightList of deitiesThe Magical NumberSeven, Plus or Minus TwoMantraMarcel DuchampMarys Room
MaterialismMeditation
Menachem BeginMichel FoucaultMixed RealityMnemonicMobile PhoneMountainMushroomMushroom Cloud
MyceliumMythologyNaive Set TheoryNaji al-AliNames of GodNauseaNeologismNeuralgiaNeuroscience
Nonce WordNonviolentNuclear Weapons
Objects of the MindOmnidirectional TreadmillOptical IllusionOrganumOrigin of language
Our Band Could Be YourLifeOxford English DictionaryPainPeanutsPebblePeppermintPolice Enforced ANPR inthe UK
PolyphonyPopulation BottleneckPortmanteauxPostmaterialismPragmatismPrecisionismPrincipia MathematicaProhibition in the United
StatesQalam
QualiaQuarkRapid Eye MovementRasul v. BushRecord LabelReproductionRhizomeRock
Roland RatRoman NumeralsRussian RouletteSR-71 BlackbirdSan FranciscoSanskritSantiago Ramon Y CajalSarah McLachlanSatire
SetShamanismSheila E.
Shock ArtSilent LetterSimulated RealitySing-alongSleep Deprivation
SnowcloneSoaplandSongs of MassDestructionSoulStanford PrisonExperimentStill LifeStimulation
Stokely CarmichaelStressSubitizing and CountingSummitSuperior ColliculusSystemic BiasTalking AnimalTally Sticks
TandemTandem Bicycle
Taxus BaccataTelevisionTetragrammatonThomas NagelTitaniumTranshumanismTurkish BathUnderground Economy
UnisonVaccinationVegetarianismVideotapeVile BodiesVirtual RealityVoluntary HumanExtinction MovementWaxwing
We Are the WorldWestern EuropeWikipedia
William James
A Wikipedia Reader. Commissioned by the Art Libraries Society of New York for the ContemporaryArtists Books Conference at Printed Matters 2009 NY Art Book Fair.
2Dexter Sinister Pragmatism William James Charles Sanders Peirce Principia Mathematica
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2Pragmatism
Pragmatism is the philosophy
where practical consequences
and real effects are vital
components of meaning and
truth. Pragmatism began in the
late nineteenth century with
Charles Sanders Peirce and
his pragmatic maxim. Through
the early twentieth-century
it was developed further inthe works of William James,
John Dewey andin a more
unorthodox mannerby George
Santayana. Other impor-
tant aspects of pragmatism
include anti-Cartesianism,
radical empiricism, instru-
mentalism, anti-realism,
vericationism, conceptualrelativity, a denial of the
fact-value distinction, a
high regard for science, and
fallibilism.
Pragmatism enjoyed re-newed attention from the
1960s on when a new ana-
lytic school of philosophy
(W. V. O. Quine and Wilfrid
Sellars) put forth a revised
pragmatism criticizing the
logical positivism dominant
in the United States and
Britain since the 1930s.
Richard Rorty further devel-
oped and widely publicized
the concept of naturalized
epistemology; his later work
grew closer to continental
philosophy and is consid-ered relativistic by its
critics.
Contemporary pragmatism
is divided into a strict
analytic tradition, a more
relativistic strand (in the
wake of Rorty), and neo-
classical pragmatism (such
as Susan Haack) that adheres
to the work of Peirce, James,
and Dewey.
Origins
Pragmatism as a philosophi-cal movement began in the
United States in the late
1800s. Its overall direc-
tion was determined by the
thought and works of Charles
idealism by providing an
ecological account of
knowledge: inquiry is how
organisms can get a grip on
their environment. Real and
true are functional labels
in inquiry and cannot be
understood outside of this
context. It is not realist
in a traditionally robust
sense of realism (whatHilary Putnam would later
call metaphysical realism),
but it is realist in how
it acknowledges an external
world which must be dealt
with.
With the tendency of
philosophers to group all
views as either idealistic
or realistic, (along with
William James occasional
penchant for eloquence at
the expense of public under-
standing), pragmatism wasseen as a form of subjec-
tivism or idealism. Many of
James best-turned phrases
truths cash value and the
true is only the expedient
in our way of thinking were
taken out of context and
caricatured in contemporary
literature as representing
the view where any idea with
practical utility is true.
In reality, James as-
serts, the theory is a great
deal more subtle.
The role of belief in rep-resenting reality is widely
debated in pragmatism. Is a
belief valid when it repre-
sents reality? Copying is
one (and only one) genuine
mode of knowing. Are beliefs
dispositions which qualify
as true or false depending
on how helpful they prove
in inquiry and in action? Is
it only in the struggle of
intelligent organisms with
the surrounding environment
that beliefs acquire meaning?Does a belief only become
true when it succeeds in
this struggle? In Pragmatism
nothing practical or useful
is held to be necessarily
to historians, biographers,
and critics.
James interacted with a
wide array of writers and
scholars throughout his
life, including his godfa-
ther Ralph Waldo Emerson,
his godson William James
Sidis, as well as Bertrand
Russell, Horace Greeley,
William Cullen Bryant, OliverWendell Holmes, Jr., Charles
Peirce, Josiah Royce, George
Santayana, Ernst Mach, John
Dewey, Walter Lippmann, W.
E. B. Du Bois, Helen Keller,
Mark Twain, Horatio Alger,
Jr., James George Frazer,
Henri Bergson, H. G. Wells,
G. K. Chesterton, Sigmund
Freud, Gertrude Stein, and
Carl Jung.
Epistemology
James dened true beliefsas those that prove usefulto the believer. His prag-
matic theory of truth was a
synthesis of correspondence
theory of truth and coher-
ence theory of truth, with
an added dimension. Truth is
veriable to the extent thatthoughts and statements cor-
respond with actual things,
as well as the extent to
which they hang together,
or cohere, as pieces of a
puzzle might t together;
these are in turn veried bythe observed results of the
application of an idea to
actual practice.
The most ancient parts
of truth . . . also once
were plastic. They also were
called true for human rea-
sons. They also mediated
between still earlier truths
and what in those days were
novel observations. Purely
objective truth, truth in
whose establishment the
function of giving humansatisfaction in marrying
previous parts of experience
with newer parts played no
role whatsoever, is nowhere
to be found. The reasons why
facts again and add to them;
which facts again create or
reveal new truth (the word
is indifferent) and so on
indenitely. The factsthemselves meanwhile are
not true. They simply are.
Truth is the function of the
beliefs that start and ter-
minate among them. Richard
Rorty claims that James didnot mean to give a theory
of truth with this statement
and that we should not regard
it as such. However, other
pragmatism scholars such
as Susan Haack and Howard
Mounce do not share Rortys
instrumentalist interpreta-
tion of James.
In The Meaning of Truth,
James seems to speaks of
truth in relativistic terms:
The critics [sc., the critic of
pragmatism] trouble...seems to
come from his taking the word
true irrelatively, whereas the
pragmatist always means true
for him who experiences the
workings.
However, James responded to
critics accusing him of re-
lativism, scepticism or
agnosticism, and of believ-
ing only in relative truths.
To the contrary, he sup-
ported an epistemological
realism position.
Peirce, but Peirces work
was not widely known untilafter this was written.) A.
N. Whitehead, while reading
some of Peirces unpub-
lished manuscripts soon
after arriving at Harvard
in 1924, was struck by how
Peirce had anticipated his
own process thinking.
Karl Popper viewed Peirce as
one of the greatest phi-
losophers of all times.
Nevertheless, Peirces
accomplishments were not
immediately recognized. His
imposing contemporaries
William James and Josiah
Royce admired him, and
Cassius Jackson Keyser at
Columbia and C. K. Ogden
wrote about Peirce with
respect, but to no immediate
effect.
The rst scholar to givePeirce his considered pro-
fessional attention was
Royces student Morris
Raphael Cohen, the edi-
tor of a 1923 anthology of
Peirces writings titledChance, Love, and Logic
and the author of the rstbibliography of Peirces
scattered writings. John
impact of Peirces thought
through 1983.Peirce has come to enjoy
a signicant internationalfollowing. There are univer-
sity research centers devoted
to Peirce studies and prag-
matism in Brazil, Finland,
Germany, France, Spain, and
Italy. His writings have
been translated into several
languages, including German,
French, Finnish, Spanish,
and Swedish. Since 1950,
there have been French,
Italian, Spanish and British
Peirceans of note. For many
years, the North American
philosophy department most
devoted to Peirce was the
University of Torontos,
thanks in good part to the
leadership of Thomas Goudge
and David Savan. In recent
years, American Peirce
scholars have clustered at
Indiana University - Purdue
University Indianapolis, the
home of the Peirce Edition
Project, and the Pennsylvania
State University.
Principia Mathematica
The Principia Mathematica
is a 3-volume work on the
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Metahaven. Uncorporate Identity. Lars Muller Publishers, 2010.
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Normative Typography:
How to polish the veneer
of respectability
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David Barringer.American Home Life. So New Publishing, 2007.
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Meta Typography:
How to play with your
apparatus
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On the Self-Reflexive Page. Edited, written, and designed by Louis Lthi. Roma, 2010. Cover: from
Laurence Sterne, The Life and Opinions of Tristram Shandy, Gentleman, first published 1759; OxfordUniversity Press edition, 1983.
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Laurence Sterne, The Life and Opinions of Tristram Shandy, Gentleman, first published 1759;Oxford University Press edition, 1983. Reproduced in Lthi,On the Self-Reflexive Page.
When it comes to visual elements
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contemporary critics have onthe whole been guarded, if not
disdainful.
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Jonathan Safran Foer,Extremely Loud and Incredibly Close. Penguin, 2006.Reproduced in Lthi,On the Self-Reflexive Page.
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Leanne Shapton.Important Artifacts and Personal Property... 2009
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It is a truth universally
acknowledged, that a single man
in possession of a good fortune
must be in want of a wife.
jane austen
,Pride and Prejudice
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Jane Austen and Seth Grahame-Smith,Pride and Prejudice and Zombies.Published by Quirk Books, 2009. Cover design: Doogie Horner.
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Will Holder. The Middle of Nowhere. Dot Dot Dot Fifteen, 2007.Based on William MorrissNews from Nowhere.
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From William MorrissNews from Nowhere.
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Found Typography:How to wear second-hand prose
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Founding artifact ofFound Magazine, founded by Davy Rothbart.
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Graham Rawle. Womans World, 2007.
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Material Typography:How to do things
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Ruud Linssen.Book of War, Mortification, and Love. Underware, 2010. Set in Fakir.
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