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500 B.C. Romans, who were in happy possession of an advanced phonetic alphabet, inscribed their public propaganda into large stone monuments. They created formal, inscriptional Roman capitals. Roman majuscule letters were mostly long straight grooves that ended in hammered serifs. It was all about the somber constraints of stone, mallet, and chisel. SI HOC SIGNVM LEGERE POTES, OPERIS BONI IN REBVS LATINVS ALACRIBVS ET FRVCTVOSIS POTIRI POTES (if you can read this sign, you can get a good job in the fast-paced, high-paying world of Latin).
400 A.D. The writing surfaces of paper and vellum became slicker. Highly advanced quill pens were in wide use. Uncial lettering was invented. Letter forms acquired ascenders, descenders, and ligatures. It was all about whipping that feather across the leather before Charlemagne lost his temper.
1455. Movable type appeared. This was a technical breakthrough of colossal dimensions. First, you banged and cut the letterform into solid steel (in relief, and reversed). Then you pounded this hard steel letterpunch deep into a soft copper bar. Next, you poured a molten tin/lead/antimony mix into the copper mold, creating a slug of type. Then you assembled these metal letters into big racks, inked them up, and squeezed them onto damp paper. This horrifying Rube Goldberg technology seemed perfectly natural for four hundred solid years. Entire tribes of specialized craftspeople appeared to move the practice forward. Decade by decade, country by country, they created many small, cumulative improvements in punchcutting, typecasting and page layout.
1800s. Industrial mechanization and automation broke down old production costs and constraints. Typefaces became bolder, louder, expanded, ornamented, floriated, decorated. Great shouting wall-posters went up all over major cities. Long-established standards of typographical decency and decorum collapsed in an orgy of cheap commercialism. The horror, the horror...
1880s. Linotype and Monotype machines showed up. They could cast type automatically, on the spot. A punch-cutting machine was also invented. Now anyone could design a type without mastering the exigencies of cutting and filing steel. People began to think of themselves as type designers rather than foundry experts.
1920s. Modernist art theory people were firmly convinced that machinery was too dumb to ever handle swashes and/or serifs. So ornamentation and handicraft had to go; the constraints of industrial efficiency demanded this. Modernists knew that there was no line of retreat from the streamlined Machine Age, but they couldnt imagine that Henry Ford would also be quaint and obsolete, someday. Simple geometrical letterforms become the mode. They certainly looked great on the 20th centurys many military recruitment posters. Modernist typefaces looked like they were riveted together from a catalog of uniform parts.
1950s. Phototypesetting became commercially available. Metal type was no longer required. The new photo-letter forms could be overlapped, blown up and shrunk, slanted back and forth at will. An orgy of intellectual piracy ensued as the new rubber-offset guys stole all the old, classic metal typefaces, and hastily screwed them up.
1970s. Early computerized typesetting. Life looked mighty grim for the typesetting unions. Newspapers looked like they were spooled out automatically by unskilled labor.
1980s. At last, the mighty dawn of desktop publishing! Suddenly it was all about bitmaps, outlines, pixels, and dots-per-inch. Type took on an elastic, diffuse, hallucinatory quality. Anyone could click the mouse and spew out justified copy in a cool font. Everything aspired to look like a desktop screen.
Techno-utopia had arrived. Nothing much ever happens in a Utopia. There is no grain of resistance in Utopia, nothing to kick against. Pretty much anything is possible, so nothing much is interesting. In daily practice, Utopia spends most of its time looking backward wistfully to the difficult, challenging, funky world of pre-Utopia. Digital typefaces, like other forms of computer-assisted art, are mostly about appropriation, sampling, deconstruction and detournement. The prototypical digital typeface looks like a time-traveling bandit kidnapped Aldus Manutius and shot him full of horse tranquilizer.
Todays truly native, authentic computer fonts are the jumpy graphic entities that live inside the screens. Flying animated logos. Chromed TV fonts. Blood-dripping movie fonts, complete with soundtracks. Dancing Java baloney on web pages. Lettering that breaks up into particle animation, or throbs, or changes colors, or catches fire, or flies out of gun barrels. Here we see digital typography enlivened by the harsh constraints of a crude, young, barely-functional medium. Its really living it up in there, what with the bad video capture cards, and the inadequate compression, and the herky-jerky streaming and such. Todays web-monkeys may lack health insurance and job security, but they find holy inspiration in fighting their constraints.
On paper, however, it rather looks like its over. Its apotheosis. You can place any number of pixels, anywhere on a page, in any shape you want, at any time you want, at arbitrary levels of precision. So wheres the limit? Wheres the challenge?
But of course it isnt over. A computer is a glass box on a desk...its a gizmo of its period. The 1990s Gates computer is no more permanent than the 1920s Ford assembly line. Someday, perhaps much sooner than we think, computers will become boring. Theyll become your uncles technology. Your grandfathers. Theyll become passé.
But paper wont go out of use. Because paper contains a huge installed base of knowledge that can last for centuries without upgrades, backups, or batteries.
So we may live to see a day when we confront new creative challenges on paper, with an advanced design technology that isnt computers.
What do you suppose happens then? |