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Signsand

Symbols

TheirDesignandMeaning

11iiKHin

•"•°WLIBRARY

SignsandSymbols

AdrianFrutiger

SignsandSymbols

TheirDesignandMeaning

TranslatedbyAndrewBluhm

SHEVANNOSTRANDREINHOLD

NewYork

REF. P99 F73 1989

89045143

EB

ISBN0-442-23918-1

permissionofthepublisher.

PrintedinWestGermany

PublishedintheU.S.A.by

VanNostrandReinhold

115FifthAvenue

NewYork,NewYork10003

NelsonCanada

1120BirchmountRoad

Scarborough,OntarioM1K5G4,Canada

1615141312111097654321

Frutiger,Adrian,1928-

translatedbyAndrewBluhm p.cm.

Bibliography:p.

ISBN0-442-23918-1

1.Signsandsymbols.I.Title.

P99.F781989

302.23-dc2089-5714

CIP

Contents

Part1:SignRecognition,SignFormation

Introduction:ThreeThemes17

II. III.

1.Disorder-order17

2.Rememberingafigure18

3.Lightandshadow-blackandwhite21

TheElementsofaSign23

1.Thedot23

2.Theline23

aTheimaginaryline23 bThelineinitself24 cHorizontalandvertical25 dTheobliqueline26 eThecurve27

3.Relationsbetweenlines

aThemanualmovementsof 28
drawinglines28 bAlignmentandrhythm30 cProximity30

4.Themorphologyofsigns31

aThe"geography"ofperception31 bSymmetryandasymmetry31 cMorphologicalTable133 dMorphologicalTable238

5.Signtopology40

TheBasicSigns43

1.Thesquare43

2.Thetriangle44

3.Thecircle45

4.Thearrow48

5.Thecross

JoiningSignsTogether53

1.Relationsbetweensignsof

thesameform53

2.Relationsbetweensignsof

differentforms57

3.Theexpressionoftheinnerarea59

4.Relationsbetweenclosedand

5. opensigns

Experimentwithtwoforksigns

60
61

6.The"complete"sign

aMorphologicalTable3: 62
abstractsigns62 bMorphologicalTable4: objectsigns64

7.Betweendiagramandfigure66

8.Puzzlesigns67

IV.TheSigninOrnaments69

V.SignsofDualism73

VI.TheSolid-77

1.Fromlinetosolidarea77

aThicknessofthelines78 bTheswellingandshrinkingoflines79 cThetapeshape81

2.Thewhitesignonablack

background82 aFromoutlinetonegative82 bVaryingbrightnessofan interiorshape84 cIndicationsofform84

3.Thechessboardpattern85

VII.TheSimulationofVolume87

87
89
90
91
92
92
93
94
95

VIII.TheDiversityofAppearance97

1.Drawingandmaterial97

aThetools97 bThestrokeending98 cTherighttoolfortherightmaterial100

2.Thevalueofinteriorandintermediary

space100

3.Theimage102

aBlack-white102 bColors102 cHalftones103 dStructures103

1.Superimposedlayers

2.Plaiting

3."Suggestive"white

4.Perspective

5.Theshadow

aTheilluminatedobject bThrownshadows

6.Unusualvolume

7.Opticalillusions

Picturequality103

aSchematicor"dimensional" illustration104 bNaturalisticillustration104 cArtisticor"contemplative" illustration105 itavisualsynthesis106

Part2:Speech-FixingSigns

I.FromThoughttoPicture111

1.Prototypes111

2.Speechandgesture111

II.SpeechFixing113

1.Twowaysofscriptdevelopment113

aScripts"remaining"pictorial114 b"Alphabetical"scripts114

2.Acommonorigin?115

3.Inheritedarchetypes?115

4.Frompictogramtoideogram115

5.Determinatives117

6.Fromideogramtophonogram118

III.TheGraphicWealthofPictograms119

1.FromSumerianpictogramsto

cuneiform119

2.Egyptianhieroglyphics123

3.Cretanscripts125

4.HethiticpictographicscriptfromSyria127

5.Pictographicscriptfromthe

IndusValley129

6.PictographicscriptofEasterIsland130

7.Runicscript131

8.Chinesescripts133

aWisdomoftheI-ching133 bChinesepictographicscript136 cChinesewritingandarchitecture139

9.Pre-Columbian.Americanscripts139

aAztecpictographicscript140 bMayapictographicscript141

IV.TheWorld's.Alphabets143

1.Inventionandspreadofletters143

2.Asummaryoftheworld'sscript

groups146

V.TheABCoftheWesternWorld151

1.Earlydevelopment151

2.Capitalsandsmallletters153

aThetransitionfromcapitalsto smallletters153 bTowardatheoryofreducedhand movements155

VI.DevelopmentofFormthrough

WritingandPrintingTechniques159

1.Blackstrokeformation159

aCalligraphy_159

Horizontalpenpositions

Obliquepenpositions

Steeppenpositions

bPenpositioninginother linguisticsectors163 cEngravingandprinting164

2.Interiorwhitespace166

aArchitectureandscript166 bSpace168

3.Onthefamilylikenessesofletters170

VII.ManipulatedLetterforms175

1.Purelyproportionalvariations175

aWidth175 bWeight177 cSlope178 dTheextendedpaletteoftypefaces179

2.Deviationsfromthebasicforms182

aOrnamentalletters182 b"Antiques"183 c"Figurative"alphabets183 dLetterformsofthefuture183

Experimentsinextremesimplification.

Automaticreading.Boundariesoflegibility.

eTypeimageandtypepicture190

3.Monograms192

aAbbreviationsbecomeacronyms192 bFromligaturetoornament192

VIII.TextTypeandItsLegibility197

1.Typeasaworldwidemediumof

communication197

2.Typeformsandlegibility198

aThereadingprocess198 bStepsinreadingmotivation199 cFormalsynthesisofthealphabet200

IX.NumericalSigns205

1.Numberingwithletters205

2.Originandevolutionofarabic

numerals206 aTheingeniousideaofthezero206 bOriginsanddevelopmentofform207

3.Someanalyticalcomments209

aSpeechandnumbers209 bNumber-writingmovements209 cDivisionintobasicelements211 dThefutureofnumeralforms211

X.PunctuationSigns213

1.Wordspace213

2.Thepunctuationmarks214

aSentence-structuringsigns214 bExpressionsigns216 cReferencesigns217

3.Theampersand217

4.Currencyandothersigns218

Part3:Sign,Symbol,Emblem,Signal

Introduction221

Nonalphabeticalsigns221

Newsignsforscience222

Pictorialsignsforindustry223

Directionalsigns223

Asurfeitofpictures?224

Backtopictograms?225

I.FromIllustrationtoSymbol227

1.Thepicture227

2.Thediagram229

aStagesofschematization229 bComputeraidstoschematization230

3.Thegroundplan231

4.Theallegory233

5.Theimagesofsuperstition233

II.TheSymbol235

1.Whatissymbolic?235

2.Fromsymbolpicturetosymbolsign236

3.Ambiguoususeoftheword"symbol"237

III.TheGraphicWealthofFigurative

Symbols239

1.Howpicturesbecomesymbolsigns240

aTheprocessofstylization240 bSimplificationthroughmaterial andtools242 cGiganticsymbolsigns244

2.Faunasymbols246

aFrommultiplicitytosimplicity

Birdfigures246

bOflifeanddeath

Theserpentsymbol248

cOtherfaunasymbols

Archetypesofthesubconscious252

3.Plantsymbols256

4.Thehumanformassymbol257

aThecompletefigureofthe humanbody257 bPartsofthehumanbody259

5.Objects,landscapes,elementsofnature263

6.Thesymbolofthecenter266

IV.AbstractSymbols269

1.Spaceanditscenter269

2.Thecrosssignanditsornamentation274

3.Signssymbolizingmovement276

4.Plaiting,interweaving,knotting277

5.Sunsigns280

6.Thestars282

7.Thesymbolinornamentation285

8.Geometryandsymbol287

V.SignsofPseudoscienceandMagic291

1.Theelements293

2.Thesignsofastrology296

3.Thesignsofalchemy298

4.Cabalisticandmagicalsigns,talismans302

VI.SignatureSigns305

1.Stonemasons'signs307

2.Monograms311

VII.SignsofCommunity315

1.Housemarks315

2.Japanesefamilyarms318

3.Onheraldry318

4.Communitysignsofthepresentday322

Mil.Trademarks325

1.Markinginthepast325

aFrommarkingtothemark: cattlebrandingasanexample325 bTraders'marks326 cArtisans'andmanufacturers' niarks327 dStructuralsigns

W'atertnarks328

2.Industrialsignsofthepresentday330

IX.TechnicalandScientificSigns339

1.Technicalpictography339

2.Signsofmodernsciences341

X.SignalSigns345

1.Orientation

aMeaningandinterpretationof 345
trafficsigns345 bShapeofthepanel346 cColor346 dThedriver'sreactiontothesignal347

2.Pictograms347

3.Signalsignsinprintedform349

4.Emotionalaspectsofroutefinding352

aOrientationinpublicbuildings352 bPictographicsystemsforevents353

5.Operatingsignals354

TowarcaSynthesis357

Epilogue359

Bibliogiraphy360

Part1

SignRecognition,

SignFormation

ALBERTEINSTEIN

Introduction:ThreeThemes

1.Disorder-order

origins,andoccasionofsucha"drawing." thisstudy.

Onagivenemptyspace-inthiscaseillustrated

figurativerepresentation. conceiveandformanumberoffigures(3)or arrangements(4)withthesamesixteendots.

Fromtherecognitionofthisfactwedrawthe

nonform. 17

SignRecognition.SignFormation

worldofimagination. whichscientistsarenotagreed.

2.Rememberingafigure

childrenordeeplyasgamblers. f•!• C.J r•• LJ them.Recognitionisspontaneousbecausethey taryfrustrationtotheviewer. 18

Introduction:ThreeThemes

onehalfofthefamiliarfiguretwo. inafaceisnottoberuledout. riesforthepracticeddiceplayer. inthiscasestandingononecorner.Itshouldbe gle,comestotheaidofinstantrecognition. backandforth). sionisalwaysofacross.

Inacompletelynewarrangementoffive(13)the

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