Gerstner Integral Typography

8/10/2019 Gerstner Integral Typography

1/20

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2/20

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


3/20


4/20

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


5/20

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6/20

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


7/20

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8/20

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


9/20

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es

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t

f

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o

a

E

b

9

S

s

P

o


10/20

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?


11/20

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I

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3

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3

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o

3

U

I

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3N

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o

3

u

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3

f

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;


12/20

I

c

23

68.69


13/20


14/20

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.


15/20

lodo

i

luc

u

N

L

t

t

u

H

t

t


16/20

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,

-


17/20


18/20

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.

Whal

lhalc

hied

to

show oi rhese

pdqes

cannor

bc a

new

typographic.l

nyle.

Becnosc

lhe

"NewTypo'

griphv"

w.t nol

an

drbitrary

lashion whi.h hdt now

\en-,1

.

n'trt(\e.lr

ud. rhp

.u",

pi

'{l

FI. r',,1, r

mnl imporlanl mea.sol cornmunicnlionj

ihe lype

Idi:e,

nr a

period

ol

sweepnrg

.hanqe5,

Whaiwe

cin

dnd mu , do loday

is

nol change lhe inhc.iicd

prnrci

ples

borerleod lhcm

lo

new

ld\k .

From

thc clcmen

lar\,,Iromthchrnclionnllolhesl|ui:tural,the,nlc-

qml:ihis

is

th.

raw

mirerialforlhe

newc

teri..


19/20

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20/20

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-)

Documents

Gerstner Integral Typography