Type@Cooper - Brand Type for Publications

Brand Type for Publications


with Roger Black




Mon., Jun. 13 –
6:30PM – 8:30PM
location: Rose Auditorium

Publication designers understand that the lasting identity of a magazine or a newspaper is its type. The text changes. The pictures change. But, over time readers get familiar with the type. It  becomes part of a publication’s personality, its identity. Its brand.

How do you choose the type? Are there different identities for text and display? Do you have to order up a custom font? What about the logo?

These are the questions you consider with the typography of any publication—digital, print, or both.

Roger Black presents three case studies—all custom, and all revivals, to some degree. The first, Rolling Stone, a 1970s custom type by Jim Parkinson, based on 19th century Jensons, has stood the test of time. At least until now. 

The 1980s Newsweek commissioned Parkinson to make a black, British Grot, later expanded to many weights and widths by David Berlow, and used by the magazine for 15 years. No longer. But why?

The 1990s revival for Premiere of Dwiggins’ Eldorado by David Berlow was even shorter-lived. The U.S. edition of that magazine shut down in 2007. This typography, Black suggests, should have been timeless. 

You be the judge.





Visit the Type@Cooper channel on Vimeo.



Lecturer: Roger Black

Brand Type for Publications
This year Roger Black is starting a new magazine about type, Typographics. He helped organize the conference by the same name, which has been held the last two years at Cooper Union, New York.

Since LA in 1972, Roger has been chief art director or design consultant for publications all over the world. Among them: Rolling Stone, New York, The New York Times, Newsweek, Esquire, Reader’s Digest, The Los Angeles Times, MSNBC.com, Bloomberg.com, The Washington Post, Semana (Colombia), Panorama (Italy), The Straits Times (Singapore), Kompas (Indonesia), The Nation (Bangkok) Tages Anzeiger (Switzerland), Placar (Brazil), Svenska Dagbladet (Sweden), Scientific American.

He’s been involved in many startups. Some, like Outside, Fast Company and Out, are continuing success stories.

He’s a director at Type Network, a new firm that exclusively offers the typefaces of leading digital type foundries, including Font Bureau, which Roger co-founded in 1989.

Roger continues to spend time in Asia, and at homes in Pass-a-Grille, Florida, and Marathon, Texas.

• rogerblack.com



Venue