The Type Guys

The Kids First Swim sign illustrates the need to consider all letters (and words) to determine proper readability for any channel letter installation. Spacing allowances and adjustments for the physical width limitations (and counter spaces) for every specific letter combination are critical to achieving optimal legibility. Compare the tight, open, and uneven setting of “K ID S” and “FIR ST” versus the ideal even setting of “SWIM.”

Learn how to Make It Work.
https://www.thetypeguys.com/

Ahh, Avant Garde – often implemented incorrectly because the intended use of its alternate characters is generally misunderstood – as seen with this egregious sighting.

First designed as a logo in the late 1960s – by Herb Lubalin for a new magazine by the same name – it was later developed as a font in 1970 by Herb and Tom Carnase.

The Type Guys worked with Lubalin and Carnase.
https://www.thetypeguys.com/

Learn more about Avant Garde’s origin:
https://lubalin100.com/day-35/

Visit the Herb Lubalin Study Center:
https://lubalincenter.cooper.edu/

The Type Guys are Happy to Share Type Deck!

When we saw the Type Deck in 2017, we recognized the educational value in the typographic images and historical context. Steven Heller noted, “When The Type Guys approached me wanting to feature Type Deck as part of their Type Odyssey Dialogues, I couldn’t say no. We knew that sharing the deck in a video format could reach and engage thousands – which speaks to our common mission of type awareness and education.”

To watch an overview of Type Deck and the six trailers go to:

https://www.thetypeguys.com/steven-heller

This package needs some heavy lifting to fix the wordmark.

1. The pitfall of using one font undermines the impact of the title. Find a complimentary font, and never use white type on a yellow background – there’s no contrast.

2. The poor uneven letter spacing adds to the confusion by subliminally adding new letterforms.

3. The texture adds to the constructive aspect of the product but accentuates the letter spacing problem more.

At The Type Guys, we do the heavy lifting. See how!

https://www.thetypeguys.com/

Bal dor is known for delivering fine food – and from their partner farms. This is a prime example of relying on the straight output from a graphics program. Bad typesetting can never make a good logo. Knowing how to tailor letters to refresh a brand to grow your business is what The Type Guys do.

Wonderful movie. Maybe too much “air” around that “A”?

Hey Amazon Studios, call us!

The Type Guys visited Frank Romano at the Museum of Printing in Haverhill MA this past Friday. What a treat to also see Dave Seat tweaking the Linotype there as well. We were there videotaping Frank and will have the video available soon. Special thanks to Mitch Ahern for helping us out and printing a few gems for us.