
A display typeface is a
typeface that is intended for use at large sizes for headings, rather than for extended passages of body text.
Display typefaces will often have more eccentric and variable designs than the simple, relatively restrained typefaces generally used for body text.
They may take inspiration from other genres of
lettering, such as
handpainted signs,
calligraphy
Calligraphy (from el, link=y, καλλιγραφία) is a visual art related to writing. It is the design and execution of lettering with a pen, ink brush, or other writing instrument. Contemporary calligraphic practice can be defined as "t ...
or an aesthetic appropriate to their use, perhaps ornamented, exotic, abstracted or drawn in the style of a different writing system.
Several genres of font are particularly associated with display setting, such as
slab serif,
script font,
reverse-contrast and to a lesser extent
sans serif.
Walter Tracy defines display typefaces in the metal type sense as "sizes of type over 14 point" and in design that "text types when enlarged can be used for headings, display types, if reduced, cannot be used for text setting."
Titling fonts are a subset of display typefaces which are typically used for
headlines and
titles
A title is one or more words used before or after a person's name, in certain contexts. It may signify either generation, an official position, or a professional or academic qualification. In some languages, titles may be inserted between the f ...
. They are often only uppercase, and have stroke widths optimized for large sizes.
Historical background
For the first centuries of printing, display type generally did not exist. Printing was used primarily to print
body text, although there might be use of some larger-sized letters for titling. Typefaces not intended for body text remained rooted in conventional letterforms:
roman type
In Latin script typography, roman is one of the three main kinds of historical type, alongside blackletter and italic. Roman type was modelled from a European scribal manuscript style of the 15th century, based on the pairing of inscriptional ...
,
script typeface or
blackletter
Blackletter (sometimes black letter), also known as Gothic script, Gothic minuscule, or Textura, was a script used throughout Western Europe from approximately 1150 until the 17th century. It continued to be commonly used for the Danish, Norweg ...
. Signs were created as custom
handlettering.
The arrival of the poster and greater use of signage spurred the arrival of new kinds of letterform, both as lettering and in print.
Historian
James Mosley has written that “big types had been cast in sand, using wooden patterns, for some centuries
y 1750
Y, or y, is the twenty-fifth and penultimate letter of the Latin alphabet, used in the modern English alphabet, the alphabets of other western European languages and others worldwide. According to some authorities, it is the sixth (or seventh ...
but there is evidence that English typefounders only began to make big letters for posters and other commercial printing towards 1770, when Thomas Cottrell made his 'Proscription or Posting letter of great bulk and dimension' and
William Caslon II
The Caslon type foundry was a type foundry in London which cast and sold metal type. It was founded by the punchcutter and typefounder William Caslon I, probably in 1720. For most of its history it was based at Chiswell Street, Islington, was the ...
cast his 'Patagonian' or 'Proscription letters’.”
New technologies, notably riveted "sanspareil"
matrices made printing at large sizes easier from the beginning of the nineteenth century.
At the same time, new designs of letter began to appear around the beginning of the nineteenth century, such as
"fat face" typefaces (based on serif faces of the period, but much bolder),
slab serifs (first seen from
Vincent Figgins around 1817),
sans-serif
In typography and lettering, a sans-serif, sans serif, gothic, or simply sans letterform is one that does not have extending features called "serifs" at the end of strokes. Sans-serif typefaces tend to have less stroke width variation than seri ...
s (already used in custom lettering but effectively unused in printing before the 1830s)
and new
blackletter
Blackletter (sometimes black letter), also known as Gothic script, Gothic minuscule, or Textura, was a script used throughout Western Europe from approximately 1150 until the 17th century. It continued to be commonly used for the Danish, Norweg ...
faces.
Many nineteenth-century display typefaces were extremely, aggressively bold or condensed in order to attract attention. An important development that followed was
pantograph-engraved
wood type, which allowed cheap printing of large type on posters. Equally, some display typefaces such as
Cochin and
Koch-Antiqua have a particularly delicate build with a low
x-height, and this style was very popular around the start of the twentieth century.
With phototypesetting and digital printing methods allowing fonts to be printed at any size, it has become possible to use fonts in situations where before hand-lettering would be most common, such as on business logos and metal fabricated lettering. Many modern digital typeface families such as
Neutraface
Neutraface is a geometric sans-serif typeface designed by Christian Schwartz for House Industries, an American digital type foundry. It was influenced by the work of architect Richard Neutra and was developed with the assistance of Neutra's so ...
,
Neue Haas Grotesk, and
Arno include both text styles and display companion
optical sizes with a more delicate design.
Walter Tracy comments that in adapting a text face to display use such as in a headline "a judicious closing-up of the letters" improves the appearance.
Styles of display typeface
Common genres of display typeface include:
* Lettering with a design intended to seem hand-drawn, such as
script fonts or designs with
swashes
Swash, or forewash in geography, is a turbulent layer of water that washes up on the beach after an incoming wave has broken. The swash action can move beach materials up and down the beach, which results in the cross-shore sediment exchange. T ...
* “Shadowed”, “engraved”, “inline” or “handtooled” lettering, with a blank space in the centre intended to suggest three-dimensional letters in relief. An early genre of display type, inline sans-serifs were also very popular in lettering of the inter-war period.
"Shaded" or hatched designs have also been made which appear grey when viewed at a distance.
* Unusual or abstract redesigns of the alphabet, such as those drawn by the
Bauhaus school of design,
Milton Glaser’s Baby Teeth or Indépendant.
* “Distressed” lettering, intended to seem damaged or distorted, such as
Shatter or Electric Circus
* Ultra-light or ultra-bold adaptations of conventional letterforms, such as
"fat face" types,
Cooper Black or
Gill Kayo
A gill () is a respiratory organ that many aquatic organisms use to extract dissolved oxygen from water and to excrete carbon dioxide. The gills of some species, such as hermit crabs, have adapted to allow respiration on land provided they ar ...
*
Mixed case
Capitalization (American English) or capitalisation (British English) is writing a word with its first letter as a capital letter (uppercase letter) and the remaining letters in lower case, in writing systems with a case distinction. The term a ...
lettering that mixes upper- and lower-case letters in unexpected ways for an unconventional effect
*
Reverse-contrast typefaces
A reverse-contrast or reverse-stress letterform is a design in which the stress is reversed from the norm: a typeface or custom lettering where the horizontal lines are the thickest. This is the reverse of the vertical lines being the same width o ...
that invert the contrast of conventional writing, with the horizontals made thicker than the verticals.
* Lettering made to suggest an aesthetic, such as modernism, the natural world, or another genre of lettering. Examples of the latter include use of stencil or
embossing tape fonts to suggest an industrial aesthetic.
*
“Mimicry” or “simulation” typefaces intended to suggest another writing system. These are often used by restaurants.
A more prosaic genre of "display typefaces" is those intended for signage, such as
Johnston,
Highway Gothic,
Transport and
Clearview. These often have adaptations to increase legibility and make letters more distinct from each other. For example, Johnston and Transport have a curl on the lower-case ‘L’ to distinguish it from an upper-case ‘i'.
In German the term "Akzidenzschrift" (commercial or trade typeface) is used for faces not intended for body text but without implying a specific size range, so including small-size sans-serifs in uses such as on tickets. The famous sans-serif
Akzidenz-Grotesk's name (literally commercial sans-serif) derives from this scheme).
Note that these genres may also be seen in custom lettering, with which this topic overlaps. Older examples of lettering are often custom-drawn, rather than fonts.
Gallery
The following gallery shows the historical development of display type, from type similar to body text typefaces to the highly decorative types of the nineteenth century.
DKNVS award 1780 poster.jpg, 1780 Norwegian notice using flourished blackletter
Blackletter (sometimes black letter), also known as Gothic script, Gothic minuscule, or Textura, was a script used throughout Western Europe from approximately 1150 until the 17th century. It continued to be commonly used for the Danish, Norweg ...
type.
File:Brecknock against all Britain! Brecon Castle Fives Court 1786.jpg, Challenge to a game of fives, 1786. Type is similar to Baskerville.
File:Murder poster 1796.jpg, Murder poster 1796, using one inline initial.
File:Le jeune sage et le vieux fou - Méhul - annonce 1797.jpg, 1797 notice of an opera by Méhul, Paris 1797.
File:Man of the World Young Hussar 1808.jpg, Theatre poster, Bristol 1808.
Wedi Crywdro… 1818.jpg, Welsh-language poster, Swansea 1818, using a bold italic inline "fat face" type.
File:The Public are Respectfully Informed that a neat and convenient stage coach..1831.jpg, An energetic bold and italic "fat face" type in an 1831 poster.
File:Reformers of Denbighshire! 1837.jpg, Fat face, slab-serif and sans-serif type, 1837.
See also
*
Computer font, also known as a ''screen font''
References
{{Reflist
Typography
Signage