Originally just a single-weight face from the 1920s, Benguiat redrew it, adding different weights and an italic version.
“I’d known him since my Bar Mitzvah.”īenguiat’s first project at ITC was Souvenir. “Herb Lubalin and I were partners,” Benguiat says. Benguiat’s association with other design luminaries such as ITC partner Herb Lubalin began very early on.
He was instrumental in the establishment of the International Typeface Corporation, the cornerstone type foundry owned by Aaron Burns, the Lubalin Burns Corporation, and Photo Lettering. It’s rare to be able to point out a living being who actually created a typeface - Benguiat being a notable exception.īenguiat continued to work as a designer and art director for several agencies and studios, as well as on his own. While modern typography can trace its history back to Gutenberg or Aldus Manutius, the roots of digital typography are harder to find. Edward Benguiat is one of those someones.
Typography and font generation are now as invisible to us as the inner workings of a car engine - if it’s working right, we don’t even think about it.īut there was a time when someone had to draw by hand those beautiful typefaces, those elegant characters we throw around our system folders so cavalierly. We’ve reached a stage where designers - several steps removed from the nuts and bolts of their digital machinery - take a lot of the tools they use for granted. That makes Benguiat a throwback to a different era, particularly with the digital revolution now into its second generation. But the man behind those glyphs - the one for whom the face is named - is a singular character, with an increasingly rare approach to design. The name Benguiat is familiar to many as a typeface. But then Voodoo does tend to work its magic that way.“I’ve never designed anything that I’ve ever been happy with when it’s finished,” Benguiat says. You'll also find distance fractions, accent marks for foreign characters, and a few other symbols that had to be left out of Voodoo proper to make room for those hidden goodies that will have you salivating all over your character map. Seven of the worst offenders have been pre-assembled to perfectly complement your Voodoo layouts: The, the, and, from, for, of, to. It's that word like "of" or "the" that shows up at the wrong time to play havoc with the real focus of your design. Voodoo even comes with an "extras" set, the crown jewel of which are preset words, those prepositional layout-killers we all just wish would go away. It's voodoo! Voodoo Script! The font with 14,000 kerned pairs and over 45 alternate characters and ligatures! It's the script like no other-with options like no other! If you love dinking around in the non-keyable range (and I know you do) then you'll be laying out your messages in fast order and perfect form with this face. It's time for a script font with magical appeal.
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