#1 in a series
Your Type of Future
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The year we decided not to go digital.
Digital type is made up of dots and lines. Photographic type is a faithful reproduction of the curves and subtle nuances of original foundry type.
If you look closely at digital type, you can see the dots and lines.
If you look closely at phototype, you can see the curves and nuances.
Certain Parties will tell you that the digital type prints fast. (Photographic type still prints much faster than you can key in the copy.)
Certain Parties will say that digital type is good enough. Perhaps it is good enough for newsprint, where spreading of ink hides the dots and lines.
But for quality reproduction, you need photographic type. So, when we were shopping for a typesetting machine to replace our aging Itek 1210, we selected the Itek 2110. We kept all of our original photographic type fonts. And added some new ones. Not because Big Brother was watching. But because you were. We wanted you to know the truth.
Join our Party.
• War is not peace • Freedom is not slavery • Ignorance is no excuse for poor quality •
Supv. Art Director:
1-Color Direct Mail on Colored Stock
Cranford Johnson Robinson Woods
(As the typographer for CJRW, I began to promote the in-house phototypography unit as a revenue-generator for the agency with a series of three direct-mail pieces to other local agencies, pre-press and print shops. At that time, digital typography was in its infancy and could only boast about 300 dots-per-inch definition. So we bought a new phototypesetter and promoted it with these flyers, parodying current science fiction films. That year we went from billing $60,000 to $120,000.)
249 Spring Street • Eureka Springs, AR 72632