I Wouldn't Have Done It Like That [Deputy Serif]

Publisher: Deputy Serif, London
Publication: 1987, First Edition
Binding: Softcover, saddle-stitch
Pages: 20
Size: 210 x 297
Text: English

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Deputy Serif was a London-based studio specializing in typography, typesetting, and graphic design for advertising - offering services like Diatronc (advanced digital typesetting), headlining, artwork, and illustration.

(Introduction) 'When we're showing off our portfolio to art directors, production people, art buyers and typographers, we hear it all the time. (Especially from typographers!) "Why did you do it like that?" they ask, peering disdainfully at an ad that offends their sensibilities. "Because that's what the client wanted," we reply. "Oh..." comes the inevitable retort. "I wouldn't have done it like that." So the project encapsulated in this booklet is, if you like, our turning of the tables. Us saying, "Go on then... show us how you would do it"

We took a collection of well-loved ads, from the days when metal was king and the typo a commoner, to eight of London's best-respected advertising typographers. And asked each of them to select one of the ads and revise it, while using all the elements from the original execution. It was an opportunity for them to exercise their skills, unhindered by clients or art directors or budgets.

It was a chance to illustrate the creative freedom that has been opened up by the revolution in type-setting technology. And last (but by no means least, since what we are running is a business, not a charity), it was a showcase for our setting and studio abilities, working for some of the most demanding customers in town...'

Condition: Very Good. Shelf ware consistent with age. Light rubbing to cover/edges.

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