Jefferey Keedy, Keedy Sans, 2002.

Jefferey Keedy, programme, 1998.

“There are many rules and maxims of typography.”
“Breaking the rules is another rule.”
“Although rules are meant to be broken
rules should never be ignored!”

“RULES OF TYPOGRAPHY
ACCORDING TO CRACKPOTS
EXPERTS”
by Jeffery Keedy
Frederic W. Goudy, page design, c. 1930
...the first thing he [the modernist] asked was not
“How should it look?” but “What must it do?”
and to that extent
all good typography is modernist.

Beatrice Warde, Crystal Goblet

Anne Burdick, page layout from Emigre, 1992
Phil Baines, page layout from Emigre,1991.
(continuation of his MFA thesis “The Bauhaus Mistook
Legibility for Communication”).
Phil Baines,
detail.
Katrine McCoy, page from
‘The New Discourse’, 1991.
 What is the ideal typeface to say:

Uh-huh. You’ve got the right one baby!

Uh huh. You’ve got the right one baby!
 Uh-huh. You’ve got the right one baby!
Uh-huh. You’ve got the right one baby!
“The crystal goblet does not contain Pepsi”.

“Modernism is responsible for creating

high and low class markets.”
Jeffery Keedy
 “The fear is that new technology,
with its democratization of design,
is the beginning of the end of traditional
typographic standards”.
George LaRou, Page from:
Lift and Separate. Graphic Design
and the Vernacular,1993.
Allen Hori, poster, 1989.
David Carson, magazine cover
 Edward Fella,
poster for exhibition,1988
 Elliot Earls,
poster for typeface Dysphasia,1992.
Cranbrook students,
Output,1992.
 SixGun Shoot Out

Porrblaska Regular

Bull Semi Inked

Misc

Uptown

Gothic Rock
 “The more uninteresting the letter,
the more useful it is to the typographer”.

Piet Zwart, 1986.

Neville Brody, Ad. for Nike, c.1990s.
Massimo Vignelli, exhibition poster,1991.
Experimental JetSet, poster, 2003.
Filippo Tommaso Marinetti, cover, 1912.
“There is no such thing as a bad typeface...
just bad typography”.
“Why do typographers insist on doing the impossible:
new typography with old faces?...

New typefaces have the possibility

for new designs.”
References:
Keedy, Jeffrey. “The Rules of Typography According to Crackpots
Experts”, pp.48-55, Eye, 11/1993.
Poynor, Rick. No More Rules: Graphic Design and Postmodernism.
Laurence King Publishing, 2003.