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23 May 2008


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So what is it you don't like about optima – overusage elsewhere?


Well, Andrew, it reminds me of a dreadful time in the late 70s / early 80s when filmsetting was horribly expensive, so the affordable option for the designer on a budget was paying a typesetter who used the IBM Selectric - http://ibmcomposer.org/ . And I'm sure that Optima was one of the less-offensive fonts available. Mind you, I can't find it listed as being one of the available fonts (although, of course, it would have been called something else), so maybe my memory is playing tricks on me.

But, apart from that, I think whatever you're working on demands either a serif or a sans-serif font - so what's the point of a font which is neither one nor the other. To my mind it's the graphic equivalent of the James Last Orchestra http://www.youtube.com/watch?v=Dqny26sFonQ&feature=related

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some old enamel signs

  • Sign41
    Lovely, aren't they?

instead of helvetica...

my pantone past

top tips for typesetters

  • six golden rules
    The post that first spelt it out: the important things to get right when you start dealing with type.