gerstner integral typography
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8/10/2019 Gerstner Integral Typography
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lf mott oI ihe
pioneers'lheses
have becomesell
evidnt,
theaesthelic
$ileria
have been
getretally
oulliled.
ForexamDle,
is.dns
sedlor noman lVDelh.
rype
o,
rhe 20th centu.y
(Tschlchold
192Br"Among
allexistinq rvDes
lhetant seril
..
as
lhe
onlv one
which
conlo.ms
sphilually
lo
our time"
5)?
k svmmerricalor
r\lmmprri.dl
\pogrdph
rhe
genurnp, .or
ncmpo.dn
way oI expression?
Dollush leIi, mgged tight or flush
lefl,llush
riqht correspond
ro
p.eseni-day
feelings?,
C.n
a type
be
seivertlcallv ornol?And so on.
S".h
"eiiher.r".rite.ia
have
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From
lhc
poinrofvaewol
inreq.alllpollraphy lhe il
lu'lrdrion
bebs
ndn inrFrF.rin , \dmpl.
oldn inllu-
enlial experimenl
wilh
fund.menlals, though, as its
authoradmih,animperlectlypographicalachieve-
meni.ll isa
paqe
ol lhe fid
prinling
ol Malldrmal
.Coup
dc
d6s".
publishd
i. 1897 in
ihe
nraqaznre
PaulV.l6ry wdtes
on lhisl
"Hi5
(Mall.rm6t)
whole
invention, derived hom
analyses
pertormed
lor
years
on language,
booksand
music, is
b.se.l on
thecon.
.eplion
ol
the
pager
d
visualunity. Hehadrtu.lied
verycarelully
(even
on
posreBand
in newspaper)
lhe efie.l resullnrq from rhedistibution
ol
hldcl
and while and tEd conrpared rhe nnensitv
olvdrioul
1ypes.
.
Hec.eals a slrlace
rednrq which
heconl
bines
with
lhe lineal reading, ihus cnraching lhe do-
main of
literalure
with a
second
dimension." And:
"l
believe
the.omposition ol lhe
coupded5 should
nol beconsidered as
o4led
lwodislin.r opera
tions.
the
one
con5islanq
in wriii.qa
Doem
h
ihe
lE
dilionalway,
andependenlly
oI
each visoal
Iom
and
lhe
size
of lhe spacinq.lhe orher in
qivin{l
ihe lext ils
.gprop
alc sclring.
Mallarm6\ ailempl
musl necessar
ily have
been mo.e
prclound.ll
happens
in
lhevery
moment
ol
oe.tion, it is itself
.
5orl of ocalion."
Mallrrm6 himsellwrites in a letler loAndre
6idel
"The
poem
hasjosr
been
printed
wilh mytentence-
aranqement, in which the whole ellecl lies." lt would
nol bcpossiblcto
undedine mo.e clearly
rhe rebiion
ship exisling between lhe conlcnts and lhe selting of
IrheSchwitters
ex.mplc
ita
composaiion
oI
pure
lype combination., Mallarm6s
is one
oJ
pu.eword
lhFdulhorIu'lpnLomrn'qer\n\.:
lhp.on,t-llirio..
the
word'group, repl.ces
lheveEe.
hsiead olsynlax
it i\ sullicienl to allow
2,3 or
nrorc words
lo
achieve
lheir lull
elfect.
Thev.eem
on the su acewithotrta,
lerelaiionairdspfirlle{iatrandombyacarelcshand,
bui looked al mo.e
clolely,lhev
becotrE the
cenire
oIa field of lorce and define.
cerrain scope.
tn
findinsi
selcclins
and
putlinq
down
these
words heoe.les
'thought-objecls'
and leaves the
task oI associ.lion
to
the
reader, who becomes a.ollaboralorahd.
in. senre.
oflen the
complele.
of lhe
poem".
Fu
her: "Silence
dislinguishes
ihe new
poelr ...
in
this
ais
prop
i. rhe
Comringer calls hinBelf the
play-leader,
rhe
one
who
inliles
olhers to
playwilh
hitrr"-
Thc
wo.ds
he
puls
down
arc norwordsapplied to
5ome subjecl,
but.
re.lily, conceplualand rhylhmicil
values
h
lhem-
\-he\.
lhe nrF
dqdrn
dnd
dqdrn
point\
in rcldri.n\hio
r',np dnorhrr
in
i
\..uum
r"
shi.h
th.
rcdderr
'md-
9ination
wanders,
Epidly or lhurely,
accordnlg ro
his mood. And the le55numerous
the
pointso,
rel
ercnce, ihe more
precise
thcy are which
means, in
dppli.driol
lo
hpogrdnh].
rh.
morp
l'\ed
thi
unit\ ol
word and word-piclure, rhe
morc naiuralit is.
tissitz-
ky,
addresing ihe.eader,
savs
as
eady as 1925:
"You
rhoulddemandlhatthcw.ileriakepainsoverthe
prelentation,
because
his ideascome
lo
you
lhrough
rhe eye and
not thrcugh
the car.IhereJore
rypoqraph-
icalsculplure,lhrough ils
vkual
qualiry,
should do
whallhespeaker\
von:e does
for
his
thou9h15.",,
c'Clail
lc
nontte
covvE,_qar. L
Er eEss,ir u-
kind
hund
hund
hund
haus
ce
tent
haus
haus
baum
60.6t
baum
kind
hund
haus
IASARII
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8/10/2019 Gerstner Integral Typography
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Anolher
phase
ol
integraltypography
is illustmted
by
the lollowing
exadple5.
The
reader must imagine
whaiis not show. on the illunralions,
tach one i5
part
ofone lolderfo.the NewtorkTimes,
desiqned in
l95B by Louis Silverstean.
t'I'hi,s
is no
titue
lbr
8ffirtr,
Onr'
ulredisirll
lrls
trr
-
I)rocluce
ritition "
"We\,e
$ot
to Qet
orrt
..,iTH'
Hrre
Iotr
boon I'qrinjl
th\..rli*irri
liitl,,\oie's lrttcll:'j
H.ru's Nhrt
io dr)
&bont
th.nr:
62.63
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-
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B6
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'no
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The NewYorlTimes lolder showsih sololaon
oIa
complex
prcblem;
il displays
thc antcqmtion ol
an
ide.,
a
te\l
and lypographic.lpresenlalion thrcugh
5everal
phases.
lt would
be.ludher
lask
10
integ.ale
thlslvpe ol folderwith otheradve ilinq media dr
prinled
marler,Ioda
morclhan
ever,
frmsneed
not only a foldcrhc.c.a
poncr
or
an
adverrisemenl
there.Toda
something
eheis
needcd:a
physi-
oqnomy,.
public
lace.
The examDles on the5e
pagcsshowthe
physioqnonry
ol'Boile;musique",r recordshopin
Basel."Boitea
mosique" has a siqnarorean(la
nvb ol itsown
-
bul
nol in the scnsc ol
an
unrhangeable
mark or ol a
merc
.enhetic
pranciple.
Rather do the
elemcnls.
definitely
e(ablished
thouqh
ad.pled
in every
ca5e
lo lhe func,
lionshdproporrion ,constilulcrhesignatureand
tiq,
I
3
shows ihc nruciure.
The
leltonrq and
lra
me
arelixcdclcmcnisisoaretheconneclioh
berween
lhFm
dnd rhe
prin.iDl.
ol\d|idhrlih.
\rdrl
'9
h,m rha
botlom.igil corner. the frame c.n
be inoeased up-
ward
or
lo
lhe
lell by
whole
unin.l
a
time.
There is
nn.n\pshi.hFprp-emin.nt
ror
rpropo.tiorF.
thcrF
drc un[
rdfldnl\,,l
-q'hlrdlup: drd thp
\dridnr
a
prc
emnrenl when
il is be\l rdapled
10 rhe
parlicular prc
blcm awailing solulio..
rig. l4
shos
the New
Yea.'s cald with v.rianls
ehbody-
in9
'lill'
Fnl
ni'n'rrron,
dtor'p
dr'J
rhe.dmp
timpi
,\
lhenote
paper,
inwhich
the i.siqnla
i\.dapted
lo lhe
(given)DlN
r\4lormrt;16
and l7 advertisemenrs
iai
lored lo lil lhe adve iling
space available;
tB aSili
musrque
boite
I
a
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e
P
e
P
o
es
mo
t
f
.
o
a
E
b
9
S
s
P
o
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As an ad.lition
to Boile ;
'nusiqoe
lwo olhercases
are
quole.l
which
mav
also
be adduced
a5
prcof.
whai is
to be shown is lhe abilily oflhe
pinciple
to
prole
ilsell
nr
praciicei
ils
qeneml
.pplicabilily,
fid
oI all, wirh var-
ious
aads
and
secondlv
under various
basi. condilioos.
rnthecaseoloechElectrcnicCehhetheproblemwas
diflerenl
only in thal the name involved
qulte
dif,erent
basic
.ondilions.
ll
answeE
lhe
questions
Who?
(Bech,
the
prop
elor),
whar?
(Electrcnics,
the article), and
How?
(Cenlre,
the tvpe of
oIler). A descriDlion,lhen,
ralher rhan a oameiand under lhe dhadvantage
oI
conrprislnq
a
qreal
deal
of
lxl,
lmosi
add
thal the
name does
nol
have
this
lorm,
as
man think,in order
to
oblige
gr.phic
a isls.luslthe
oppositerlhe
de.ign is simply and
solelya malte.
of
disceming
two characleri.tics
ol
the
name
(basic
con-
dition,
which
lend themselves 1o
the
syslem.
lGr\:
lhe innH hnpN.oin.'dp
trr
lhp m.nncr
ol..rG
word
puzzlewhen
the words are written togerherso
d\ lo radd
rso
ud)\.ln
orher
sord\rlhe
ndme dppcdr.
twice wilhoutaclually being rcpeated, Whar appeared
lobeahandicapallitsi,isartifci.llyinlensified.
\e.ond\: rhe
p\pdndpd
loin
lhori/onrdr
dnd terricdlf
contains
lmm
ihe oulset
variants and
combinations,
Thu5 rhe sign, consklinq solely oI
letteE
(and
withoul
dddiriondl did,
lil. rh.lrdmp in rhc cd\e
olBo're d mu.
jquF).dn
bp dddprpd
{4irhin
limnn rordtu,u\propor.
tional .equircmenls.
Morcover lhrcuqh
the combina-
tor varaanh, il suggesh, although
noiaciually
anlclpreling, electronic
lechnique,
Ii9. rqdnd20.hotr lhFNFs \Fdi\dnd.l\olntrodu..
tory
Cirdi
19, i5lhe most condensed
yet
siillidenlifi-
able form;20,shows
the
fullEnqe
of
variabililv;21,
thefi.m's nole
pape[
22, a repairdipwith sepamble
BECH
ELEC
CENT
20
BECH
ELECTRONIC
N
T
R
E
RONIC
E
BECH
LE
EN
CT
TR
RE
o
N
I
c
TR
TR
RE
NE
BEC
BEC
ELE ELE
CEN CENTII
HCT
HCT
o
N
I
c
o
N
I
c
BECH
E LEC
66_6?
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l
I
N
o
U
I
,
3
lNS
3
H
1
f
N
o
3
U
I
N
3N
t
l
I
N
o
3
u
I
3
U
l
3N
3
f
IOE
.F
m
'
:
J
3
H
3N
lN
o
t
z
{
a
ln
o
2
o
;
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I
c
23
68.69
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wilh
both Boile
i musiqueand Bech lhe basic condi-
lions are lhesame in the
way they
alfccl
the
problemi
bothare relailshops.ln
bolh
cases
lhelhm had lo be
characl zed as such and
givena physjognomyfor
lh lhe
.a5e
of
Holz:ip1el lh. structu.e
had an additional
laskro
performril
h.d
to
characte zetheproduclsas
wellasrhe
lirm. rn other
worls. a
lra.l.ma.k harl to 6e
dcsigned
in
the widen
tense oflhe word,
Vital
quesrion:
can a
'na
be varbble
withoul at
the
same
limclorfciting ils marklike
characlel?
Counler,
question:
what is lypical about
a
ma
,
lhe
propo.tion
or the
"conff9uEtion"?
My
anlwer
k known: i1
is nol
and rannot
be
a
quenion
merely
of
prcpo
ions
.5
su.h.
Proporiionscan
neve.
bernythinq
bui
qoo{i
{or
bad) relalile ro ihe task.
Bul,
h
lhestru.rore
ot
dnl
\irn.
hoserFr
qrpdt
the
numbpr
ol
rd.rdnr.,
th-rt
is
alwavs oncwhich must
bedeclaredro he the ex
emplar.
The
confiOUElioh"
musl
nol suller
as a resuli
ol ihe vadability;
Fig,28,
Fiq-
29shows
the
p
nledlrame".This
characle
slic
is
cohmon
1o all
examples: all consisl
of
parts
which
are
components oI the
cas..There i5
an
ecotumic
and al5o a disciphrary reason
for lhis.
tconomicbe-
c.use
otheMise o.agahals
would
hale ro
be
dEwn
ol
every
va
.nt ol lhe
struclure .nd
blocks woul.l
have
lo made
ol
every size. Disciplinary
because the
typo
gmphical
unih
5implify decisions as
to
prcpo
ion
l.om
rhp
our,cr.
l',r.
(0
i\
d
po
ion
ot thp
\\rcm.
thp
rhi.lnp$
ol
h"F
N
rhc..m.
in
dllrhc rdridnt,: rhr
jizr,
propodion
and boldness are
changed.
rig,3t isa
business formi 32, a dlspatch
label.
-
8/10/2019 Gerstner Integral Typography
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lodo
i
luc
u
N
L
t
t
u
H
t
t
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ro
Dn
k d vdridnl oul olrhc
\ n.r.
n.d
drcl.rrc il
lo
b. d rrad.rfa( rnrkc scns. onl
nh.rc
th.
m.rk
t
lhc sol. ccofc
ofihc lcm
a\
in.xamnks,l:3
16.
tig
13
shoN\ the Nindo$ nrark lor retaier : 14 a
.uslonrer
qiveawiy
(the
liqf.an
nr a
peBDe\.ubr)i
35, trrdn'h book:36,.\poi rfark.
ln.xdtrrpl.s
Jl l9lh.
mark is a
meJnslorn end.
Fi .l7.o cr
lor
i
c.raloOlei l1r,.o .r
lor
rhe book
k r
ol
innnr.lion(
Ior
asrchbliirq lNTrRwi
l
-
a
lnil
cahinet rna
parritn)n
will;39
sln^ t rhe
D.ckin
Ior
llF, an drrk,le
ol lrtrnilur.lor
orr
rhe
\lln
J$.mblv,
-
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l,
lntegr.l
lypogtuphr trriles lor
lhe
nramiaqcoflan-
guageand
rlpe
resulliiq in a ncw uoir\r, io a
nrpeF
nr
whole.
leil and iypoq.aph
arc not
so
mrch
lwo.onseculive
prcccsse5
on
dillerent level\ r
inllpcnchaling elements.
2, Unilyisreached
in dillerent
phrses,
each
su.ccs
5or
includinq
irs
predecessor:
in the inleqralion of dilrcrcni
signs,
dilfe.ent
ler
lersnno theword. Eramples I lo 4
nr ihe iorcArnlion
ofdilferentwo
tint{)
lhe
len
lc.cc, Examples 5
to
8
-
in the integ.albn ol dilferenl senle.ccs inio lhe
"reading lnne"dnre.sion. Examplcs 9ro
l2
ir
lhe nrrcqralion
ofindependenr
prcblem\.nd
Iuncl
ons, Examples
13
lo
19
ArlheL,egnriog lwasrashenouqhtospeakof
search
i.q for nw oiteria
'.
Has thi a.iicle been
Droductilc
of nrch?Someoltheerampcsciiedireolddndhdle
.'lrn.r\
b,..{r'-l
r,{1,.,1u.'rmnnr,
tl'epr,ht-nhhi.
\H i[
'
i,\ Jn
r'
dr"j l,--n r,h.d. lh.\
hdrp
L--r'
-,1
ved ir
su.l
a
wayihallie
resuh\ have
remaincd
hesl',
livirq eiemplaB.
rigore T.lhework
oi
Mn\
Bill,lor
elample:llAllianzhadloorqanirerneahibilionagain.
ioday,20
ycaE
later,lhc
porler
nriqhl bedi{lerenrbul
ilcould scar(elv
be
ft)re
pertincnl,
beller, nDrc up to
Atalre.d\, rid:
li
lhe esseniidlsthesc
p
n.iplesol
''elemenrdrv"
and "f
h.iiondl r pogrnph
are slill valid
and are
obserlcd
io a veryqr-etrl
entent.A.d
ncw ohes
.annol beaddcdwhcrc lhe solurn)n oi
sinqle
p.obl.ms
However,
l.nlay there are
somc
cha. es: i
he
p(xnr'
rr,n.,l
nnnr
J
I'drr-rLd,d$'rme4
unlo'i
.r
1'
I,r,ritr
lions.werre hor orl rhrer,ened
by lhc
danle.
ol er
lrdvdgance
a.d
sopc.f
cirlily
where lhe
individual
cAlion.howclocxccllenl
ii ma be,becomcslo(,
Lurdl'ob\ rh,
mpnJ..4brl'p
||r'(l'
'lge,
nd.\p,
ri
.nce ol lhc
pioneers,
whal has a['eddv been done.nd
nr,
n.rdl\
re-ugni,Fd,ui[.li
Cer'erdr
rnLimFrploc
mnlism,becomelathnrnable.Thcl lfIrenlol.dre.n'
threalensni beconF
d nightmarc.
Hcreweare not
alk)wen
t{)
resiqn. tlere rhedesigncr
munirneNene,
he trun nr
d serse
anr
al
d
lalgerwholcrhc
nrosl no,
i
v"ltr'up lo.d'
n
o'rr
rht r"qlF
In\l
\ii
m"t I
d\.r.dtr
shldores lrom
which snl ]le
lolurnnn.an
bcdoi .d.
Tiis.ddslo thework
oi
dcsign
a
new
dirnen\ion
of
planninq,lromlheanqleolbolhlanqoaqeandrvDe.
The
nru.rure, on.e
pbnned,
d lw.vs
conhios lhe elr
nrenls ol lexi aod lypoq ra
phv,
a
lways
comprehends
rhp
uholp
dnd mdl
,
.
rh.
ir'qlp rd,l
n,,+ibl.
tr
on.id,
.
"Boile; musiquc": ench rnsk
is
alwar
llrpicalof thc
wholc, b.nrs
lhe
firm'5
imnge.
and
al lhe sime time
eich
is.realed h view ol it5
special use.
lR,n
the
l.bel
to
the
poner).Ihus
work hecomcsmore
conDlex, and
r{,
\ut,t"^, \
dr' irrFrrrfiF,l,l,iipprJ'ior'
dmo
'q
dlltdflr
.iprnrs-
Bui here desiqn
rcquires
menning
alai[ The
qrealer
ellorl and lonoerln ededic.ted10
lhedelel
opnrcoiof lhcnNclurepalsollnrrheen.lbecnuscil
mnkcs
lhc
deriil
wo
so
mo.heasier.And finallythe
newe\perien.e
bing\ lorlh
ncw inrpuhe
I(r
the
work
on lingle
latks.
ln
5ho
:
From lhe viewpoinl ol
lhe
whole
nruclure,
lhe
inregral
desiqn ilsell
qanrs
d
newttabilily,a new up
r(, daTeness,n
ncwsiqnilkrance
tr'rhndq-ol
l'ori
[\.J
pr.J'r
r,.n
nnd.on.\poIJir'q
wasle of
p.nncd
malio.
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lhalc
hied
to
show oi rhese
pdqes
cannor
bc a
new
typographic.l
nyle.
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lhe
"NewTypo'
griphv"
w.t nol
an
drbitrary
lashion whi.h hdt now
\en-,1
.
n'trt(\e.lr
ud. rhp
.u",
pi
'{l
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ihe lype
Idi:e,
nr a
period
ol
sweepnrg
.hanqe5,
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cin
dnd mu , do loday
is
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prnrci
ples
borerleod lhcm
lo
new
ld\k .
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ll-ln'ul
ll-h'-nhulr-1,
D,
,1,,
Prqndrofl dnJ
n,,'n.
r
ur
lhenrore Daniel Spoeri
publishes
a
nu larnre
nr
DJr m.rddr
ahhh.ounr.
dmonq ih.olldbordroA rh.
t.me aulhors as
"spi.alc".ln
1959 thcrc appcarcd in
5.o
Pauloal
tdiror.l(o5mo5 i
ohrme
oI
connelln-
rbns, "Poemal', by Ihon spanudis.Ihe
subie.lot
lhe lntegrution
ol
I pogrdphyin
titerdturehds
been
llealed nr numerous re.eni
publiQiiont
Menlion
ma
be
madeolihe calaloq eolihe
exhibition
"SchriIr
und Bild". hcld
in
Amnerdam and Badcn Baden,
l963ilhe'konk.ete
Poesic" se.ict.
publlshed
by Eu-
9/n
ri,mringpr him\plf:
uomflngF.
\
ohn
honrpll,r
tionen'
collecrion,
likewi5e
published
in Frauenleldl
Ma
ur
l(utter'r "lnvent.r
mit
35", broughlout
in
l 16
| l{ Arll'ur \r99[:
adJrl'r\
rnJ
i
ufl,\ rr\"
r J,
.
lighllulcolle.lion
t)\,
c.c.
Bombrugh,
publnhed
in
1 96
I
bv
Marih
ca rd ne. ar
Doler
Publi.ation Inc.
rrcm.n
arrn:h "Typographhche l.rtachen" in the
"Culenbe19
resh.hrill",
Cutenberg
Cesell :halt,
Manr21925.
rn
Jno,hi
r
.n
cndr Br.roo hdd dl'.ddt mddp
po
etical
c.pit.l
out of lhis knowlcdqc.With hcadlincs
an.l
headline{Egmenis
cutoul
ol
newspapcE hc
mounted. Poeme" which .ppeare.l
in
M.nilenedu
Sutrarlnme",
Pdrit 1924.
(Published
in'Antologia
del
5u
'edlnrno"
b Crrlo ao, tdizn,ne diUomo,
Mila. 1946-)
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