Type Terms

Carl Shank • March 14, 2023

Type and Printing Terminology. When I was employed in a very busy print shop outside of Washington, D.C. customers would come into the shop asking for printing help and advice. Usually, the conversation would go something like this — "I need some invitations to a party I am hosting. What do you recommend?" I would respond by asking what kind of party and who is invited, trying to get some idea as to the type of invitation that would be appropriate. Sometimes I would pull out a sample book of invitations for the customer to peruse.


When I would ask what kind of type they would want, the conversation would continue — "Oh, I don't know. Something that will grab their attention, maybe big type with an illustration or picture." Or, if it was a pamphlet they wanted printed, they would say, "Just make it easy to read." They knew little to nothing about typefaces and fonts or display type and leading and those things typesetters and printers almost take for granted. They did not know the language or enough about printing and typography to guide the conversation or answer a few leading questions. Or, they would produce a piece they received somewhere and ask if we could imitate that in our set up and printing. As I would seek to explain what was involved, there would be a deer-in-the-headlights kind of interaction that would take place. Big, small, medium size, looks nice, easy to read at a distance, similar to what I saw downtown — these would be their guiding hints.


Certainly, everyone needs a bit of education as to typography and printing language. And this not only for those of us in the business, but for inquiring customers and consumers of printed pieces as well. There are good type and printing glossary guides available.* Here's a sampling of what might be helpful the next time you go to the printshop for some help.


*https://www.canva.com/learn/typography-terms/. https://www.monotype.com/resources/z-typographic-terms. Glossary of Typesetting Terms (Chicago Guides to Writing, Editing, and Publishing), University of Chicago Press, 2008.

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Dutch Typography: Modern History

By Carl Shank • August 28, 2026
The early twentieth century produced an important Dutch visual culture. One of the most distinctive movements was the Amsterdam School, an expressionist architectural and decorative movement. Typography associated with the period often emphasized geometric forms, expressive lettering, unusual compositions. decorative initials, hand lettering, and architectural integration. Typography became increasingly understood as part of a larger graphic and architectural composition. Perhaps the most internationally famous Dutch contribution to modern graphic design was De Stijl. ( REFERENCE ) De Stijl was not just an art style, but a comprehensive aesthetic philosophy. It sought universal beauty, as abstracted from individual beauty, and a visual language and typography based on simplicity, geometry and primary colors, namely red, blue and yellow. Its core characteristics were the use of straight horizonal and vertical lines, the use of rectangles and squares, an emphasis on asymmetry, and the favoring of pure abstraction.

Dutch Typography: Historical Beginnings

By Carl Shank • August 28, 2026
Dutch Typography: Historical Beginnings Dutch typography has had an influence far beyond the relatively small geographic size of the Netherlands. From the early printing centers of the Low Countries to the international reputation of Dutch type designers in the twentieth and twenty-first centuries, Dutch typography is characterized by craftsmanship, readability, experimentation, and a strong relationship between type and graphic design. The larger historical pattern Early Printing in the Low Countries (c. 1470–1500) . The Netherlands and Belgium were important centers of European printing almost immediately after Gutenberg. Major early centers included Utrecht, Haarlem, Leuven, Bruges, Ghent, Antwerp, and Amsterdam. Dutch and Flemish printers initially used forms derived from Gothic textura, but Roman types increasingly appeared in humanist books. A particularly important early figure was Gerard Leeu, who printed in Gouda and later Antwerp. His books demonstrate the transition from manuscript traditions toward increasingly sophisticated typographic production. Gerard or Gheraert Leeu, Leew, (between 1445 and 1450 to1492) printed what is called “incunable.” An incunable or incunabulum (pl.: incunables or incunabula, respectively) is a book or pamphlet printed in the earliest stages of European printing up to about 1500. They are distinct from manuscripts, which are documents written by hand. Some authorities on the history of printing include block books from the same time period as incunabula, whereas others limit the term to works printed using movable type. Famous incunabula include two from Mainz, the Gutenberg Bible of 1455 and the Peregrinatio in terram sanctam of 1486, printed and illustrated by Erhard Reuwich, the Nuremberg Chronicle written by Hartmann Schedel and printed by Anton Koberger in 1493, and the Hypnerotomachia Poliphiliprinted by Aldus Manutius with important illustrations by an unknown artist. Leeu printed his first (liturgical) book in May 1477 in his shop in Gouda, where between 1477 and 1484 he produced a total of about 69 books. Besides printing works in Latin and Dutch, he reprinted some of William Caxton’s editions for the English market. ( REFERENCE ) The Low Countries also developed a strong tradition of illustrated books, woodcut initials, borders, and ornamental typography.
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