TYPEFACE AS AN EXHIBIT
Text from the exhibit catalogue

Author: Olivera Stojadinović

An exhibition whose subject is typeface is unusual event and a challenge of its kind. In doing this it is specially difficult to denote typeface as an exhibit.

Typography, as a graphic discipline, is denoted by the relations between elements and a entirety. The basis of text layout is a letter. But whether the letters making a text would look harmonious does not depend only upon a successful shaping of individual letters but also upon their mutual coordination, rhythm, type matter density, legibility and entire esthetic effect. A group of well shaped letters need not look well in layout. On the other hand there is also a possibility that letters which individually do not have a particular characteristics, produce an entirety of a new, unexpected beauty.

Nowadays, typeface is used in a form of electronic entry. Unlike metal types which could not be reviewed in text until completely shaped, cast, put together and printed, computer technology enables numerous trials and adjustments before final decision is made. An entry defining typeface is open for testing and changes as many times as the author considers necessary.

Programmed entry of a digital font has a form of a complicated combination of numbers and commands which are entered as a long sequence of ones and zeroes. The computer is necessary for its decoding. The letters appear as an image on a monitor and printed form is derived from electronic original.

To make digital typeface it is necessary to follow a defined procedure. Design starts with making drawings preceded by the artist's conception: more or less defined idea of what should be the final result. In search for perfection an artist will make corrections in the draft design using available program tools. In digital typography time is essential for materialization.

Typeface is seen as applied in layout or composition. Presentation's visual qualities add to characteristics of the typeface. The data such as author, techniques, dimensions refer to the piece of work in which typeface is used. Once exhibited it evades being listed into catalogue.

Like tones in music, the letters as well acquire their meaning in composition. Typeface is an instrument and typographer is both a composer and a performer whose sensibility determines whether result produced is going to be the piece of art or not.