Type for Text

Carl Shank • June 23, 2023

Type for Text. What type do you use for regular text, such as in books, articles, reports, proposals and the like? A number of typographers and writers throughout history have settled on actually a few few faces that make it to the top of the list for typing regular text. I have noted them and written about them in the graphics below. Some very favorite type for text faces include Adobe Caslon, Adobe Garamond, Janson Text, and Times New Roman, all of which have been faithfully used throughout the history of book making. Designed by Robert Slimbach, Arno Pro is also a favorite face of mine that I have used in a number of books I have written. I find the face inviting, clear, very readable and legible and dense enough and comfortable enough for any reader.


Myfonts.com notes this about the Arno font — "Named after the Florentine river which runs through the heart of the Italian Renaissance, Arno draws on the warmth and readability of early humanist typefaces of the 15th and 16th centuries. While inspired by the past, Arno is distinctly contemporary in both appearance and function. Designed by Adobe Principal Designer Robert Slimbach, Arno is a meticulously-crafted face in the tradition of early Venetian and Aldine book typefaces. Embodying themes Slimbach has explored in typefaces such as Minion and Brioso, Arno represents a distillation of his design ideals and a refinement of his craft. As a multi-featured OpenType family, with the most extensive Latin-based glyph complement Adobe has yet offered, Arno offers extensive pan-European language support, including Cyrillic and polytonic Greek. The family also offers such typographic niceties as five optical size ranges, extensive swash italic sets, and small capitals for all covered languages."


What makes a font a good and highly usable text font? John McWade in his expertly written and illustrated Before & After Magazine series, said it well — "The hallmarks of good text type are legibility and readability. Legibility refers to clarity; it's how readily one letter can be distinguished from all others. Readability refers to how well letters interact to compose words, sentences and paragraphs. When evaluating the choices,, your operative word is medium." (John McWade, Before & After, Vol. 4. No. 3. 1994) Medium fonts include fonts with medium x-height, that is the height of a lowercase letter of a typeface, fonts with medium height-to-width ratio in the individual letters, that is, letters that do not look distorted or weirdly shaped, and fonts with some variability in stroke weights that distinguish each letter from its neighbors. The latter description leads us away from too uniform geometric sans-serif styles and beautiful, super thin strokes of some modern styles of fonts.


The fonts I have chosen, with help from McWade and others, are great text fonts. They show up well in text heavy applications. I have included some of the history of the font in the ones chosen below. In addition to the faces mentioned above, I have included Stone Serif, a relatively modern face, and Bembo, a stylish face for some jobs. Use these time tested fonts for your heavy text work, and you will not be disappointed.

Successful Layout & Design

Theology of Type (1): Printers Marks Expanded

By Carl Shank • October 25, 2025
Theology of Type . What does typography have to do with theology? Actually, quite a lot. It is significant that early typography had strong religious roots, especially Christian European roots. Many of these typographers and printers believed and lived from a worldview filled with the Divine. The history of typography operates out of a viewpoint of creativity that goes back to an overriding faith in God. Early Printers' Marks reveal a strong Christian theological stance. Printers’ Marks are symbols or logos that have been used as trademarks by early printers, starting in the fifteenth century. Before the introduction of copyrights, printers’ marks legitimized a printer’s work. Copyright legislation would not be introduced until the eighteenth century. Such marks usually appeared on the last page of a printed work. The first known mark can be found on the Mainz Psalter, produced by Johann Fust and Peter Schoeffer in 1457. This mark depicted two shields bearing a saltire, a diagonal cross and a chevron surrounded by three stars. At the outset these were marks of the printer, but the practice was gradually adopted by publishers. In early works a statement at the end listed the date of completion and the location. Sometimes the name of the printer or scribe or their initials were included. In printing and typography this is called a colophon, derived from the Greek word κολοφών, meaning summit, or finishing touch. The printer’s mark was added and gradually moved to the title page of the book. The earliest marks were simple designs produced by using a woodcut stamp. Maggie Patton in her excellent introduction to printers’ marks notes that “the design of a printer’s mark used visual puns, wordplay or sometimes a rebus, a puzzle combining illustrations and letters to depict a motto or printer’s initials. Sacred symbols, the cross and the orb, real and mythical animals, heraldic symbols, and scientific instruments were used in thousands of combinations. The sixteenth century was the highpoint for printers’ marks, when lavish illustrations incorporating a printer’s mark decorated title pages. Many famous images and symbols originate from printers’ marks. The design used by Venetian printer Aldus Manutius depicts a dolphin wrapped around an anchor. The printer’s mark used by French printer Robert Estienne shows a man standing by an olive tree, symbolising the tree of knowledge. Christophe Plantin, in Antwerp, used a pair of compasses held by a hand extending from a bank of clouds, the compass points signifying labour and constancy.” [1]

Calligraphy & Typography

By Carl Shank • September 29, 2025
Calligraphy & Typography. Calligraphy, the art of beautiful handwriting, has a long and rich history that spans cultures, religions, and centuries. It developed not only as a means of communication but also as a form of artistic expression, religious devotion, and cultural preservation. While typography is not calligraphy, with much of type carefully structured, straight-backed and neatly drawn and focused on lettering for printing readability, both art forms involve visual expression of language. Both focus on the shape, proportion and beauty of letters. Both reflect religious, historical and cultural influences on writing styles. Both are used for artistic and decorative purposes in design, and much of type has been greatly influenced by calligraphic styles. Yet, they differ significantly in their methods, purposes and tools. Calligraphy is the art of hand drawn, beautiful writing, while typography focuses on the design and arrangement of type letters for print or digital use. Calligraphy is created manually with pens, brushes, or quills, while type is created digitally or mechanically using typefaces. Traditional tools used in calligraphy include dip pens, brushes and ink, while type is formed with digital or physical lettering. Calligraphy is highly expressive and free flowing, while type is usually uniform and consistent across all characters. Calligraphy is usually done for decorative and personal use, while typography is often constructed and used for mass communication in books, websites and signage. Mediums for calligraphy include paper, parchment, walls, while typography focuses on print and digital media. Yet, the roots of much of type comes from the wealth of history and styling offered by calligraphy. CARE Typography has been able with Font Lab's tools like Fontographer, to translate fine calligraphy into usable typefaces, even for the modern market tastes. The fine art of calligraphy is highlighted in the background to this post in the 2018 calligraphic rendering of the Scripture, "Well done, good and faithful servant" (Matthew 25:25a) by Calligraphy for Christ ( https://www.calligraphyforchrist.com/ ). Such beautiful religious typographic pieces actually begin not with the Gutenberg era in 1450 but with the ancient Chinese.
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