Notes on Just My Type p.

1

Notes on Just My Type

Contents:
Introduction with Comments
Summary
History
References
Personal Communications
Fonts for Ordinary Communication
The Ten Rules listed in Just My Type.
Blackface Fonts & the Psychological implications of fonts
Fonts mentined in Just My Type found in Word 2010 (PC version)
Identification of Fonts
Definitions of some Font Terms

Note on all three files: Scribd requires PDF files. These are in Word 2010. If you want Word
2010 files which can be sorted, just ask.

An Introduction with comments.
Just My Type is a book about fonts, typefaces. You might think such a book would be
boring, but it is not. It borders on brilliant, and is funny. A guiding principle of typography, the
art of page design, is to make the font invisible, unnoticeable, so that only the subject of the
writing is noticed. Font designers have succeeded beyond their wildest imagination, ironically,
to their own detriment. Everyone should read this book because anyone who reads, or writes
an email, should have a minimal education in graphic design. Just My Type will provide it,
enjoyably.

Most peoples first introduction to fonts was with the Macintosh computer. Combined
with the Laserwriter printer, they created a revolution. Several authors have credited Steve
Jobs Macintosh computer as the most significant advancement in typesetting since Gutenberg.
In a few years, the term font was in our common vocabulary; just a few years previous it was
known only by a small number of graphics professionals. Some of us became aware of fonts
earlier, either by noticing signs or record album covers, like the fat bodied fonts of the Grateful
Deads Keep On Truckin logo. Perhaps artists were more observant, but most of us did not
articulate what we were seeing all around us. Even fewer recognized that some person
designed the font. Just My Type opens this world in an interesting manner.

Why should we care about fonts? The answer is that our extensive use of computer
technology has allowed people to become far more aware of type styles and graphic design.
Receiving an email in an odd font produces a strong emotion, and you need to know that.
Garfield describes a case where an employee was fired because of the use of a particular font!
There are rules for the use of fonts, and in graphics design. Even lay people need to know some
basics, most especially if their work involves written communications.
Notes on Just My Type p. 2


Typography, font design, and graphic design is a high art form. No, you dont need an
in-depth education, but a basic awareness is enlightening, interesting, and useful. Typography
creates emotions. A font can save your life if roadside signs are designed well, and vice versa.

An Aside: Just as with fonts, digital cameras have added tremendous power to our lives,
with similar consequences. When people take snapshots, they rarely think about composition;
the images they produce show it. Learning to compose tastefully is not difficult, but it takes
awareness to get a good family snapshot. My point here is that just as the general public has
just begun learning about typography and graphic design, they have just begun to learned how
to judge a good image. I have seen absolutely terrible family photos sitting on their desks of
VIPs, facing outwards towards the customer. The photos were so bad they were embarrassing.
Those VIPS should have hired a professional photographer. A little knolwedge about what
makes a good photograph is useful. Just My Type is a great introduction to the world of fonts
and typography, about the appearance of the written word.

A second aside: Steve Jobs, the co-founder of Apple Computer, changed our world as
few others have. Aside from making the greatest advancement in typography since Gutenberg
(and Gutenberg changed the world), he revolutionized the music industry with the iPod and
iTunes. He can be credited with turning cell phones into the smartphones which have changed
our lives. His iPad introduced us to even more portable computing.

But his first accomplishment, almost forgotten, was putting computers into the hands of
the general public. When he created Apple computer, it was Steve Wosniacks technical
creation, but Jobs creative marketing. The first app, the software for it, was AppleWriter by
Paul Lutus. VisiCalc, first written for the Apple, legitimatized personal computers for business.
All this happened before Microsoft became what it is. The Apple II and its version of
Appleworks, funded the development of the Macintosh. Without the Apple II and Appleworks
there would be no Macintosh, iMac, iPod, iTunes, iPhones or iPads. A lot more can be written,
but I will resist. It was the Apple II that introduced us all to the wonder and power of
computers. It began the digital age. No small accomplishment. All of this happened because
Steve Jobs recognized there was a consumer market, a revolutionary idea at the time.

Whats here, and what is not
The appendix in Just My Type includes a short list of fonts. I tried to list all of them
separately. Most of the fonts in the lists are for specialized purposes. Garfield states that
FontFont, a place where you can buy them, lists over 100,000 different fonts. My personal copy
of Microsoft Word includes 407 different fonts. Of those, only 11 important fonts are
mentioned in the book. An inclusive list of fonts is useless for most people.

However, I made a list of the important fonts discussed and described in the book.
These are in a separate table with annotations. A similar list includes the typeface/font
designers. I did not list the graphics designers mentioned in the text.

Notes on Just My Type p. 3

What I did not do was to list all the font foundries. In modern usage, a foundry
designs and sells digital typefaces. Garfield includes sources of fonts in the appendix. I have
included a Wikipedia search term which will lead you to many others. Graphics designers design
advertising, magazine covers, etc. and, of course, must choose the typeface.

One of my original purposes was to learn enough about fonts so that I did not
embarrass myself, and this book more than satisfied that need. I would have appreciated a
section that directly addressed personal correspondence and emails, but I could glean that
information out of what he did discuss. I put my personal notes at the end.



Notes on Just My Type p. 4


Summary of Just My Type, and a mini-review.
Introduction. Love Letters
Steve jobs introduced fonts to the Macintosh computer, the greatest advancement in
fonts since Gutenberg in the late 1440s. He died in 1469. Prior to the introduction of the Mac,
the world of fonts belonged to a small group of graphics designers and printers.
This chapter introduces us to the world of fonts in several interesting ways. It is not a
good introduction, it is a great introduction. It would help, however, if he had included
examples of every font he mentions.

Chapter 1. We dont Serve Your Type
Learning about fonts is different from knowing you have them. The general public
began to recognize that fonts have emotion and meaning beyond looking nice when the
controversy over the font Comic Sans arose. The controversy introduced lay people to the
world of font choice. The story behind the controversy is fascinating. Comic Sans should not be
used on gravestones, or to explain irritable bowel syndrome.

Even in the digital age we dont know very much about type.It has always been
central in our lives Pull-down menus require you make a choice, and we may opt for one
that looks like a schoolroom, Comic Sans. This book will increase your sophistication.

Chapter 2. Capital Offence
Vicki Walker, a New Zealand health agency worker was fired for issuing a memo in all
caps. Capital letters look like you hate someone and are shouting. Typefaces should pass
unrecognized in daily life. They should inform but not alarm.

Garfield uses this chapter to introduce some terms. A typeface is a group of fonts. Each
size and style (bold, italic, etc) is an individual font. The terms typeface and font have come
to be used interchangeably. He defines serif and sans serif and the origin of minding our ps
and qs. He gently introduces us to the terms used to describe individual letters: ascenders, x-
height, etc.

Garfield describes Guttenberg and his methods; Guttenberg created not only movable
type, but oil-based inks as well as marketing methods. Peter Schoeffer is rarely mentioned as
his skilled punch cutter. A copy of the Guttenberg bible is in the British Library, London, Euston
Road.

A shortcoming I noticed was that Garfield sometimes describes a font, or parts of a font,
without an illustration, as with Cooper Black on page 48.

Chapter 3. Legibility vs Readability
Type design is a vibrant art form. Tastes change. Readability is important influenced by
kerning. A Blink Test is described, a way of determining scientifically the readability of a font.
Notes on Just My Type p. 5

Legibility has elements of personal taste, an important topic which Garfield makes interesting.
He describes some details of letter structure. The best type communicates the words and is not
noticed. It conveys the ideas from the writer to the reader. But sometimes, the typeface/font
itself can be the message.

Chapter 4. Can a font make me popular?
Matthew Carter has revived, updated, many old typefaces. He can tell if a film has been
carefully made by the fonts used. Sometimes, a film set in the past contains images of posters,
etc. in fonts that have been made recently. People are beginning to look carefully. He
introduces Carter to address a problem: most people do not know a human agency makes
fonts. People may recognize typographical styles, the arrangement of type on a page, but not
recognize carefully the type design, the form of the letters. But this is beginning to change.
There has been a font war in IKEA when they switched their font from Verdana to Futura.

Chapter 5. The Hands of Unlettered Men
When books became commodities, some elite, academic people began criticizing what
people were reading, abbreviated histories, for example. Printing spread quickly. In 1476,
twenty years after Gutenberg 52 towns had printing presses, Venice had 50 printers, and by
1500, there were 150 presses making 4000 editions. Fonts were changing. The da Spiro
brothers (German) produced the Venetian font and Nicolas Jensen made another style of
Venetian, both different from the gothic style of Gutenberg. William Caxton set up a press in
London in 1476 and by 1490 produced different fonts. By 1483 there was a script font. He was
a translator-turned-printer who sold his books through Wynkyn de Worde in bookstands. Harry
Carter, the father of Matthew, wrote a history of early fonts. The font, Caxton, is based on his
early work.

Chapter 6. The Amersands Final Twist
This is a short, interesting chapter on the ampersand. This character has an interesting
history. It has character (I couldnt resist.)

Chapter 7. Baskerville is Dead (Long Live Baskerville)
Baskerville died in 1775. The font he produced is slender and delicate. It was modern at the
time but is considered transitional today. Printing is a complex craft. Metal typefaces wore down.
You had to consider the type of paper and the ink, and the pressure of the typeface on the paper. Times
have changed. Baskerville achieved a kind of perfection.
Chapter 8 Tunnel Visions
This chapter gives the history of the signage for the London Tube, or subway system. In about
1915, Edward Johnston created the type for the London underground, Johnston Sans. There is a story
here, and Garfield writes it well. Johnstons Underground lettering is often considered the first modern
sans. Frank Pick was involved. Pick had thought about Branding.
Chapter 9. What is it about the Swiss?
This chapter is about the fonts Helvetica and Frutiger. Helvetica has received intense use in
corporate branding. Because Helvetica is now ubiquitous, this is an important chapter.
Notes on Just My Type p. 6



Chapter 10. Road Akzidenz.
Jock Kinner and Margaret Calvert designed the font Transport in about 1957 for the British
roadway signs. They determined it is easier to read lower case when traveling at speed. There was a
battle of fonts between them and David Kindersley, and Garfield tells the story in an interesting manner.

Chapter 11. DIY
Marion Richardson and Tom Gourdie wrote a handwriting textbook for children. After children
learned to write, they could learn printing with the John Bull printing outfits. Dymo in the USA made
label makers. In 1959 Letraset put serious printing into the hands of lay people with sheets of letters
that could be dry transferred, burnished, onto paper. By 1961 they had 35 fonts. The IBM selectric
typewriter, with its interchangeable type balls dominated the global professional market. But the
computer replaced all of these, as well as calligraphy. The number of typefaces grew, however.


Chapter 12. What the Font?
The 1953 Encyclopedia of Typefaces listed hundreds of fonts and the newest 55
th
edition lists
2000 fonts. There is trouble classifying fonts, even keeping them straight. How does a person identify a
font? Font identification is more than a hobby if you have typomania. The iPhone app is not useful.
There is a forum at MyFonts.com. Several interesting cases are discussed.


Chapter 13. Can a font be German, or Jewish?
The FontBook encyclopedia by FontShop lists 100,000 fonts. This chapter describes a little
about the book and the desire to identify fonts. Spiekermann is FontShops co-director, and a legend in
the field. He states that it is difficult to make a digital font warm, unlike pressing metal against a page.
Some fonts have become universal. One used to be able to identify a country by the font they used.
Garfield discusses blackletter fonts, and the use of fonts by the Nazis for propaganda.

Chapter 14. American Scottish
This chapter discusses American fonts. The Scots Benny & Ronaldson established presses in
Philadelphia (Ben Franklins home) in the 1790s. The font Monticello originated in the 1790s. Scribner
uses Scotch Roman, then Cheltenham became popular. Mathew Carter digitized it in 2003 but it has
succumbed to Helvetica. Franklin Gothic (1905) is popular in computers as it was in the early 1900s. It
was an early sans, before the British adopted the style. It is used in the film Rocky and on a Lady Gaga
album. Frederic Goudy was the most influential American designer from 1900-1950 designing over 100
fonts. His most famous is Goudy Old Style. He wrote a book, Typologia, in 1940.


Chapter 15. Gotham is Go
Barak Obama used Gotham for his campaign literature, and this chapter lists the whys and
wherefores, as well as a discussion of British political typefaces from the 1940s.


Chapter 16. Pirates and Clones
Max Miedinger got a fee for designing Helvetica, but no royalties. Fonts get copied or cloned.
Ariel is a Helvetica clone used by Microsoft. Its size makes it an exact replacement for Helvetica, but the
Notes on Just My Type p. 7

shapes do differ. This obvious copy is the source of bad blood in the design community. The website
CollegeHumor has a video of a war between the two fonts. Hermann Zapf and Frederic Goudy tried to
copyright fonts, but failed. It is hard to make a living as a designer because stealing is easy. This is an
interesting chapter. Dont steal a font.


Chapter 17. The Clamour from the Past
Type Archive is a museum in Lanbeth, south London run by Sue Shaw. It holds old printing
equipment, a history of writing in physical form, the hardware of language. It is a priceless resource.
The chapter discusses a little of the history of foundries. Small print shops continue the fine
craftsmanship of the past.


Chapter 18. Breaking the Rules
Typography is the appearance of print on the page, and there are rules to make it look good.
This chapter begins with the 10 commandments. But Paul Felton advocates for heresy, creativity. There
is a little history. Neville Brody, a designer, is a recent influential rule-breaker.


Chapter 19. The Serif of Liverpool
Paul McCartney described Beatles stories in 2009. He loved to draw and helped influence the
Beatles brand, their uniform (the Fab Four dressed in identical suits) and haircuts, but does not deny
Brian Epsteins contributions. McCartney may have designed the Beatles name, the one on Ringos bass
drum. There is a difference between Logotypes and Fonts. Logotypes are not a complete typeface with
dozens of fonts. There are a couple fonts based on the Beatles, and other bands have custom fonts
(Pink Floyd, Zeppelin). He discusses album logos.

Jim Parkinson, an American, designed Jimbo, Balboa, Mojo, Modesto. He worked for Hallmark
but went back to California in the late 1960s becoming an important designer. He designed the Rolling
Stone magazine logo. Its history is discussed.


Chapter 20. Fox, Gloves
This is a chapter in display phrases used to display and sell a font/typeface. The pangram the
quick brown fox jumps over the lazy dog is imperfect because it repeats letters, but is very difficult to
replace, and not without trying. The phrase issue is not trival. Fonts have uses but the seller does not
want to imply a limit. This chapter enlightens the reader in subtle points that do indeed assume
importance. It is chapter 20 where it belongs. Assuming you have read this far with interest, you are
ready for some fine points.

Chapter 21. The Worst Fonts in the World.
[As with cars,] we notice only the most beautiful or ugly, the funniest or the flashiest fonts.
Typefaces have a history of use, and are trendy, like fashion. A bad font might be misused, overused,
ugly, boring, dated, impractical or clichd. Surveys of designers have been made so the worst font is
subjective. Simon Garfield lists and discusses his eight worst fonts from 8 to 1: Ecofont, Souvenir, Gill
Sans Light Shadowed, Brush Script, Papyrus, Neuland Inline, Ransom Note, and (#1) the 2012 Olympic
font.

Notes on Just My Type p. 8

Chapter 22. Just my Type
This is a fun chapter. Fonts have psychological implications. Lexmark sent out a survey and hired
a psychologist to evaluate the results. It is Pop Psychology, or market research, but it is a serious topic
because you read this far. The chapter is interesting and well done. To make it real simple, choose
Calibri for emails and letters. It was designed in 2007 by Lucas deGroot for Microsoft. It is a sans font,
ideal for the computer. But read the whole chapter.



Notes on Just My Type p. 9

History of Printing, Typefaces, Fonts in Just My Type

P. 28. Gutenberg invented the movable type press. He made fonts based on scribe scripts. The
process was to Punchcut the letter in reverse on the end of a metal rod. The rod was
punched into a piece of copper, called a Matrix. The individual letter was made by pouring into
the matrix a mixture of molten lead, tin, and antimony. This method was used from the 1440s
up to the 1900s. Gutenbergs partner was Peter Schoeffer who carved the punchcuts. The font
they created is now called Textura.

The term Font was previously spelled Fount, perhaps from the French term for cast in lead
although the origin of the term is not certain.

p.205. After the 1790s modern fonts arose. They went fat and heavy reflecting the grind and
grime of the industrial revolution. They are called FatFace or Egyptian. These are rugged font
types found on Victorian signs.

p.222. CollegeHumor.com has a font fight between Helvetica and Arial. There is another video
of a Font Conference.

p.244. Electrotyhping machines made in the 1800s was the first major advancement in making
type (individual letters). Monotype was made in 1897 and Linotype in 1886. This is Mechanical
Typesetting.

p.245. Filmsetting begin in the 1970s and is the second revolution, the greatest revolution
since the 1440s. It can be said that it occurred when Steve Jobs introduced the Macintosh
computer and the Laserwriter printer. (The fonts were mainly from Adobe. At one time, the
Laserwrite printer was the most powerful computer made by Apple Computer Corp.)


Wikipedia has articles on several topics in the history of printing.
Search for these terms in Wikipedia:
1. History of Printing (the article differs in some details from Just My Type.)
2. Linotype Machine
3. Monotype System
4. Type Foundry (Includes lists of foundries)
Today, a foundry designs and distributes typefaces using digital type. Originally, a
type foundry designed and manufactured solid metal or wood typefaces (sets of fonts). The
term foundry refers to a workshop or factory that casts metal.






Notes on Just My Type p. 10


References cited in text of Just My Type
Page Reference
37 British Standards Classification of Typefaces, 1967
77 Harry Carter, 1969. A view of Early Typography up to About 1600
172 Encyclopedia of Type Faces. 1953 was the first edition.
175 Rookledges Classic International Type Finder
176 Myfonts.com
178 Brandsoftheworld.com
180 Fontbook by Fontshop, First edition 1988. 100,000+ fonts listed
287 Youtube Quick Brown Fox video

There are other references in the five-page appendix.

Notes on Just My Type p. 11

Personal Communications. Rules gleaned from experience and Just My Type

My rules for most emails where you wish to communicate clearly on a Personal Computer:
1. Choose a good typeface. Use only one or two in a document.
2. Use 12pt for most fonts. Use 14pt for headings.
3. Avoid large fonts, especially over 24 pt. They are not cute, even for informal messages.
4. Use bold and italics and colored fonts sparingly, and appropriately.
5. In general, avoid colored fonts for most text. Black and some blues are OK but avoid red
and almost any other color.
6. DO NOT USE ALL CAPS. Use bold or underline for emphasis, sparingly, tastefully.
7. Use flush-left and ragged-right type alignment (sometimes referred as Left-Justified)
8. Sentences should not be too short or too long.
9. Use your spell-checker; pay attention.
10. Grammar; it is important. Use commas; learn some basic rules.

Fonts for ordinary communications (letters, emails, etc.)
(I put these in 14 pt for clarity.)
Calibri
The new, default, sans serif Microsoft Font
Cambria
A serif font, default in Microsoft Word 2010
Times New Roman
A standard font
Palatino
A good choice, a standard
Arial
A Microsoft standard, but a Helvetica clone
Helvetica
Not in Microsoft Word 2010; buy it if you wish
to use it.


List of important Fonts in Just My Type found in Microsoft Office Word 2010
Arial
Baskerville Old Face
Calibri
Centaur
Century
Comic Sans
Dymo Roman
Franklin Gothic
Times New Roman
Trajan Pro
Verdana


Note: I did not cross check every font in Microsoft Word 2010 with Just My Type to see if the
fonts in Word were mentined in the book. I listed only those I have called important found in
the tables.
Notes on Just My Type p. 12

The Ten Rules listed in Just My Type.
Simon Garfield lists the ten rules of typeface design, rewritten, paraphrased, from Garfields
text, p.255 These refer to professional publishing in magazines, books, etc.
1. Use no more than three typefaces in a document.
2. Use large headlines at the top of the page.
3. Use only 8 to 10 point type size in the body.
4. Use a legible typeface.
5. Be attentive to Kerning so white space is visible between characters.
6. Use stress discreetly in text elements.
7. Do not use only capitals for full sentences or long text lines.
8. Align letters and words on a baseline
9. Use flush-left and ragged-right type alignment.
10. Do not make lines too short or too long.

Most of the fonts mentioned in Just My Type are used for display: signage, books, magazines,
advertising. Most are not appropriate for everyday letters and emails.

Blackface Fonts & the Psychological Implications of fonts
p. 189
Blackface Fonts. Walbaum Fraktur (Walbaum Fraktur) is the blackface font
found in MS Word 2010. This example is not bolded.
Ex: Old German Gothic and Fraktur. Gutenbergs font is now called Textura.

Three uses for Blackface Fonts, paraphrased
1. Confirmation of Nobel Traditions and newspaper mastheads (Ex: NY Times, LA
Examiner)
2. To denote pomposity and grandeur, and for tourists (Ye Olde Pub)
3. Heavy Metal Artwork

p. 314 Psychological implications of fonts. Dr. Eric Sigman, a psychologist.
Courier you are nerdy.
Shelley, a script font your are a kitten.
Univers & sans fonts You value safety and anonymity.
Comic Sans you are an attention seeker.

Use small fonts for life-altering letters.
Use of large fonts reveals insecurities.

For a love letter, use Humana Serif Light
For a Dear John/Joanna letter to end a relationship, use Times Regular (clarity without
harshness)
For those who will not take no for an answer use Courier




Notes on Just My Type p. 13

Identification of Fonts
It is fun to try to identify the fonts you see around you. For example, here is a list of
fonts used on the jerseys of football teams:

Football Team Fonts p. 141
American Football players Collegiate or Varsity
Germans Serpentine
French Optima or Peignot
Portugese & Brazilians Univers
Argentinians ITC Bauhaus
England Gill Sans or Antique Olive

Forum for font Identification
www.Myfonts.com. The forum is in a drop-down menu under WhatTheFont.


Notes on Just My Type p. 14

Fonts mentined in Just My Type found in Word 2010 (PC version)
Page Font name In Word 2010?

Fonts Word 2010 (PC)
1 Steve Jobs in Mac only
No
Begins
with
Number of
Fonts
4 Calibri Y

a 32
4 Century Y

b 44
Centaur Y

c 39
Franklin Gothic Y

d 21
Times New Roman Y

e 6
Helvetica No

f 17
Gill Sans No

g 12
9 Comic Sans Y

h 9
15 Clarendon No

i 5
20 Baskerville Y (old face)

j 8
23 Arial Y

k 35
23 Trajan Capitals Y Trajan pro

l 18
24 Didot No

m 55
24, 52 Bembo No

n 6
25 ITC Brioso Pro Italic Display No

o 8
36 Futura No

p 16
52, 205 Bodini No

q 4
36 Akzidenz Grotesk No

r 8
36, FB 41 Gil Sans No

s 31
FB 63 Albertus No

t 13
68 Snell Roundhand No

u 1
68 Tahoma Y

v 10
FB 72 Futura & Verdana N/Y

w 9
FB 85 Doves N Total.. 407
FB 106 Mrs Eaves & Mr Eaves N
124 Helvetica N
134 Univers N
FB 139 Frutiger N
143 Transport N
143 Interstate N
143 Clearview N
163 Dymo Roman Y (Dymo Symbols)
168 Harlequin N
189 Old German Gothic Fraktur N
FB 193 Futura N
199 Cheltenham (Chelt) N
200 Franklin Gothic N
205 Walbaum N
Notes on Just My Type p. 15

221 Arial Y
FB 233 Optima N
FB 251 Sabon N
261 Georgia Y
FB 284 Vendome N
Garamond Y
Useful
Fonts
Found in
Word
2010
Arial
Baskerville Old Face
Calibri
Centaur
Century
Comic Sans
Dymo Roman
Franklin Gothic
Times New Roman
Trajan Pro
Verdana




Notes on Just My Type p. 16


Definitions of some Font Terms
Serif & sans serif p.34.
Serif fonts have points at the feet and tips of letters.
Sans Serif Fonts lack those points.

Kerning p.51. Adding white space between letters so letters look good next to another letter.
Kerning affects legibility.

Typography p.70-71. The appearance of type on a page or screen.

Type Design p.71. Designing individual letters in a font; the form of the letters, their shape.

Fount p.80-81. The original spelling of the term Font. Origin of the term is uncertain, but
may be from fountain of knowledge or the French term for cast, as in casting metal.

Typeface a complete set of letters of one design but in different sizes, bold, italics, etc. Each
individual set is a Font.

Font Originally, one set of letters in a typeface, but today used interchangeably as a typeface.

Point Size p.39-40. A measuring system for type and the spaces between letters. There are
72 points to an inch. One Pica is 12 points; there are 6 picas to an inch.

Typomania (p.182) an obsession with fonts, both an appreciation for them, and a desire to
identify them.

Logotype a Logo in a particular font without all the other letters and styles available. The font
used by Starbucks is a Logotype, not a full font or typeface.