Abstract Review: Typographic Design

In Chapter 6, we learned about the American type designer Jonathan Hoefler.

Although his name does not mean much to the non-specialized public, he is
responsible for the type of letters used in magazines like Rolling Stone or on

Macintosh computers . who is the type foundry in New York. It tells us that
typography is the engine that promotes the development of visual culture. In this
chapter dedicated to him, Hoefler gives several tips on what to keep in mind when
creating a typeface.

Its simple explanations help you see and read with different eyes, from the graffiti
we find on the street to the numbers on old clocks.

He also tells us about a child prodigy named Jonathan who is a child with
impressive creativity in typography, he started at a very young age and quickly
became one of the most important designers of this time. He is a perfectionist
when it comes to creating fonts. He said that typography is a dialogue between the
typographic artist who creates the alphabet and the graphic designer who uses the
alphabet, and it is reciprocal that it denotes an action that is exchanged between
two or more subjects and that falls on all of them.

He grew up looking at the sources of Paula Scher who is an American graphic

designer and artist who was the first director of the design agency Pentagram . In
the early 90s, he started creating a set of fonts he called Knockout which is a
sophisticated geometric spread inspired by popular sans-serif fonts, with some
modifications to make it more modern, bold, unique and classic and was also
inspired by the Wood font used by Paula Schen. Public Theater is based on its
Knockout source. Overflow, balance and contrast are the formulas for good
typography. Jonathan found that the most difficult thing was finding the name of his
source.
For him, humor is a good way to design, when he was a child he liked MAD
magazine because it was funny, because it used a very diverse typography and
used jokes in a satirical way.

Jonathan never went to college, because his time font design requires no learning.

His first call was when Steve Hoffman, the art director of Sports Illustrated, made
fonts for his famous magazine, this was an opportunity for him to create fonts for
magazine titles for Sports Illustrated.

He really likes using the main source. Jonathan is responsible for creating the fonts
used in Rollen Stone magazine and Macintosh computers. He studied vintage
watches to create new fonts based on pre-2000s designs, such as fonts from the
'60s, '70s, and '90s. He worked for Apple and campaigned for Obama. His work
team is made up of 16 people, the essence of all work is working as a team and
sharing each idea with all team members. When designing a font, the most
important letters are the capital letters H and O, because H is a straight letter with
vertical lines and straight edges, and O is completely different because it is round.
By drawing these two letters, the rest; But most printers put them last because they
are boring to do. Due to his ability to create typefaces, he has been a well-known
type artist and has worked with very famous people, companies and brands.

While researching vintage watches to project new typography, Jonathan Hoefler

talks about his work at Apple and Obama's change campaign, among others.
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