American Typewriter Body Copy

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Introduction:

American Typewriter, released in 1974, is a Grotesque Slab Serif typeface. It embodies the nostalgia and flavour of original typewriters with the finesse of modern digital typefaces. Designed by Joel Kaden and Tony Stan, they replace the traditional monospaced characters born from the limitations of typewriters and the movement of the carriage, to a proportional modern interpretation. The typeface is most recognisable for being the symbol of New York souvenirs but can be used whenever seeking to evoke the classic typewriter type.


History:

In 1868, Henry Latham Scholes patented the first typewriter, which began the long journey from pen to digital. At this time, typewriters initially only used capitals and were monospaced with the evenness of the print a consequence of the skill of the typist. In 1970s, interest in typewriters began to dwindle, still, at this time Joel Kaden and Tony Stan created the American Typewriter typeface. Released in 1974 by the International Typeface Corporation, the type was issued in honour of the 100th Anniversary of the Invention of the typewriter. Kaden and Stan created the typeface to mimic the print of the Sholes and Glidden typewriter designed specially to prevent jamming due to the spaced letter combinations through the use of the first QWERTY keyboard. However, unlike most monospaced typewriters, their type was designed with characters that varied in width making the type proportional. Most of the typefaces that rose with the typewriter died with it, but due to the adjustment of width American Typewriter remained a more readable yet nostalgic answer. Originally, American Typewriter was released in cold type, which was produced using phototypesetting until technology and desktop publishing software advanced and became popular. Following this, Adobe, Linotype and MyFonts.com distributed and published the typeface.

“My guess is that the soft shapes and rounded terminals give the design its friendly demeanour – sort of like the Pillsbury Doughboy or Michelin Man of type”

“I have spent most of my life and all of my career with type and typography. As a result, I’m Often asked about my favourite typeface. Almost always dodge the question. Truth be known, I don’t have a favourite. There are a few typefaces, however, I have a great fondness for. One of those faces is ITC American Typewriter”


Anatomy:

American Typewriter is a Grotesque Slab Serif noted for its upturned tails and bulky forms. These serifs reflect the regular proportion and static forms of their sans serif sister but with added accents. They often follow a vertical stress axis with moderate contrast alongside ball terminals, heavily bracketed serifs and closed apertures. These qualities make the Grotesque Slab Serif eye-catching, bold and decorative, making them suited for display purposes and larger body copy.


Use in the media:

The largest role American Typewriter plays in practice, is as the symbol of New York tourism and the iconic ‘I love New York’ symbol. Milton Glaser’s logo was first used in 1977 to promote the state at a time where it was going through hardship. The edges of the typeface were slightly sharpened by designer George Leavitt for the logo to make a contrast to the voluptuous nature of the heart. According to a 2011 article in the Telegraph, the logo makes nearly $30 million a year through various official merchandise, demonstrating the impact the typeface has unknowingly made on the public.

The typeface has also been used and slightly edited for the 1978 Kentucky Fried Chicken logo. Lippincott and Margulies designed the original logo in 1952 and then rebranded in 1978. The design was then replaced in 1991 with the shortening KFC. The typeface is bold and brings impact, appropriate for the signage aspect of the branding. It also has a friendly feel with a traditional and retro vibe. The extra addition of the fluid leg of the ‘K’ adds interest and breaks the uniformity of the rigid forms.

Again, seen in signage, in a more modern example from 2013 we can see the typeface being used for the logo of Crepe Affaire. This example uses the typeface in all lowercase giving an approachable and young feel to the brand. The block colours and bold characters also provide attention grabbing appeal.




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