studio brief 2 initial research into the 9 typefaces

Baskerville 

- Designed in 1757 by John Baskerville (1706-1775) in Birmingham, England.

- Said to be the most persuasive and traditional font.

-"Basker- ville is classified as a transitional typeface, positioned between the old style typefaces of    William Caslon, and the modern styles of Giambattista Bodoni and Firmin Didot.

-  Errol Morris of the new york times, discovered that a certain font, Baskerville was perceived as more believable by readers.

Garamond

- The first Roman type designed by Claude Garamond - used in an edition of the Erasmus book Paraphrasis in Elegantiarum Libros Laurentii Vallae, published in 1530.

- Garamond was based on an Aldus Manutius type, De Aetna, cut in 1455 by Francesco Griffo

- Adobe Garamond is based upon the typefaces first created by Claude Garamond in the sixteenth century. This serif face was created by Robert Slimbach and released by Adobe in 1989.

- "Garamond typefaces offer elegance and readability, making them suitable for a wide range of applications. Since it is such a popular typeface, it may be interesting to also explore alternatives, such as Sabon, Granjon, Maiola and Fabiol."

Times

- Times New Roman is a serif typeface commissioned by the British newspaper The Times in 1931, created by Victor Lardent 

- It was commissioned after Stanley Morison had written an article criticizing The Times for being badly printed and typographically antiquated.

- "Times new roman is considered an exceptionally legible design that translates well to hard copy and on-screen environments" 

Helvetica 

- Helvetica hasn't always been called that it started out as Neue Haas Grotesk when it was first designed in 1957 by Eduard Hoffmann, and was changed to what we know it as in 1960 

- "The Helvetica typeface is one of the most famous and popular in the world. It’s been used for every typographic project imaginable, not just because it is on virtually every computer. Helvetica is ubiquitous because it works so well. The design embodies the concept that a typeface should absolutely support the reading process – that clear communication is the primary goal of typography."

Berthold

- Berthohold sans serif was designed in 1898 by designer Hofmann in Berlin 

- It is based on the sans-serif typefaces of the early 19th century 
- "A charachteristic feature of berthed is the almost equal thickness of the vertical and horizontal strokes."
- " Berthold was drawn for filmsetting in 1967 by the GGK agency in basle with light, medium, semi bold and bold, italic, condensed and expanded faces."

Caslon

- Caslon is considered the first original english typeface, designed by William Caslon I and was released 1722
-"Caslon shares the irregularity characteristic of Dutch Baroque types. It is characterized by short ascenders and descenders, bracketed serifs, moderately high contrast, robust texture, and moderate modulation of stroke."

Bodoni 

- The serif font Bodoni was designed by Giambattista Bodoni in 1767.

-"It is a series of serif typefaces following the ideas of John Baskerville, as found in the printing type Baskerville. It was of increased stroke contrast and a more vertical, slightly condensed, upper case but taking them to a more extreme conclusion"

-"Bodoni was also part of the modern 18th century fashion that grew for faces with a stronger contrast between the thick and thins, unbracketed serifs, and strong vertical stress, whereas all the older type faces became to be known as old style."

Clarendon

- Clarendon was create by Robert Besley and  was published in 1846

- It was created for Thorowgood and Co. or  Thorowgood and Besley of London, a letter foundry (also known as the Fann Street Foundry)

- Clarendon is a sturdy slab serif font with brackets and is used in many modern logos across the media from people magazine to ruby Tuesday magazine.

Univers

- Univers was designed by Adrian Frutiger, he started is in 1954 and it wasn't finished until 1957
- Univers is based on 1898's Akzidenz-Grotest 
- The typeface has been used for many corporate brands, signage, maps, standardised testing and consumer electronic devices (Apple used it on its laptop keyboards until switching to the VAG rounded typeface in 2007)