Type Matters: The Rhetoricity of Letterforms, ed by Christopher Scott Wyatt and Dànielle Nicole 978-1-60235-978-9 ( pdf Introduction: Type Matters ix
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Stephen Bernhardt warned almost thirty years ago that our preoccupation with conventional essay format" excludes the rhetorical rigor of typographic elements. John Trimbur extended this argu
ment, noting that one of the main obstacles to seeing the materiality of writing has been the essayist
tradition and its notion of a transparent text." Visual rhetoric scholars have interrogated the ways in which meaning-making happens iconographically, photographically, and via other visual means. TYPE MATTERS now focuses on the visual, rhetorical work of typography. TYPE MATTERS bridges the scholarship of typography and design with the eld of rhetoric. Con- tributors address the ways in which and places where typography enacts or reveals rhetorical prin-ciples. e collection includes chapters that situate texts broadly; frame their discussions and analyses
rhetorically, technologically, and culturally; draw from scholarship ranging from rhetoric and writing
studies to graphic design theory and beyond; and explore the ways that the visual and tactile shapes of letters persuade and convey information to readers. Typographic rhetorics, typeface meaning studies, semiotics of typography, histories of print capitalismthe approaches to writing gathered in this groundbreaking collection show how understanding texts can never be just a matter of words alone. Instead, as co-editors Chris- topher Scott Wyatt and Dànielle Nicole DeVoss make clear, it is time to recognize that type matters: type signies, it has personality, it makes things happen. From the intersection of writ- ing studies, visual rhetoric, and graphic design, the contributors to this volume explore how the rhetoricity of typography works and, as a result, deepen our knowledge of the materiality of writing, its styles of inscription, and its worldly force."JOHN TRIMBUR, Emerson College
CHRISTOPHER SCOTT WYATT completed an MFA in Film and Digital Technology from Chatham University while co-editing Type Matters. His PhD is in Rhetoric, Scientic and Technical Communication from the University of Minnesota, Twin Cities. DÀNIELLE NICOLE DEVOSS is a professor of professional writing at Michigan State Univer-sity. Her recent books include Making Space: Writing Instruction, Infrastructure, and Multiliteracies
(with Jim Purdy, 2017) andCultures of Copyright
(with Martine Courant Rife, 2014).Visual Rhetoric Series
Edited by Marguerite Helmers
Anderson, South Carolina 29621
http://www.parlorpress.comS A N: 2 5 4 - 8 8 7 9
ISBN 978-1-60235-978-9
Wyatt andDeVoss
Type Matters e Rhetoricity of LetterformsPARLOR
PRESSThe Rhetoricity of Letterforms
Edited by Christopher Scott Wyatt
and Dànielle Nicole DeVossTYPE MATTERS
VISUAL RHETORIC
Series Editor: Marguerite Helmers
The Visual Rhetoric series publishes work by scholars in a wide variety of disciplines, including art theory, anthropology, rhetoric, cultural studies, psychology, and me- dia studies.Books in the Series
Type Matters: The Rhetoricity of Letterforms, ed. by Christopher Scott Wyatt and Dànielle Nicole DeVoss (208) rics, and Aesthetic Practice, ed. and trans. by Sergio C. Figueiredo (207) Haptic Visions: Rhetorics of the Digital Image, Information, and Nanotechnology by Valerie L. Hanson (205) Locating Visual-Material Rhetorics: The Map, the Mill, and the GPS by Amy D. Propen (202) Visual Rhetoric and the Eloquence of Design, ed. by Leslie Atzmon (20)Writing the Visual: A Practical Guide for Teachers of Composition and Communication, ed. by Carol David
and Anne R. Richards (2008)Ways of Seeing, Ways of Speaking: The Integration of Rhetoric and Vision in Constructing the Real, ed. by
Kristie S. Fleckenstein, Sue Hum, and Linda T. Calendrillo (2007)TYPE MATTERS
THE RHETORICITY OF LETTER FORMS
Edited by Christopher Scott Wyatt and Dànielle Nicole DeVossParlor Press
Anderson, South Carolina
www.parlorpress.comParlor Press LLC, Anderson, South Carolina, USA
© 208 by Parlor Press
All rights reserved.
Printed in the United States of America on acid-ee paper.S A N: 2 5 4 - 8 8 7 9
Library of Congress Cataloging-in-Publication Data on File978--60235-973-4 (paperback
978--60235-977-2 (hardcover
978--60235-978-9 (pdf
978--60235-979-6 (epub
978--60235-980-2 (iBook
978--60235-98-9 (Kindle
First Edition
2 3 4 5 Cover image: "Type Matters" 2017 by Chavelli Tsui. Used by permission.Interior design: David Blakesley
Parlor Press, LLC is an independent publisher of scholarly and trade titles in print and multi- media formats. This book is available in paper, cloth and eBook formats om Parlor Press on the World Wide Web at http://www.parlorpress.com or through online and brick-and-mortar bookstores. For submission information or to nd out about Parlor Press publications, write to Parlor Press, 305 Brackenberry Drive, Anderson, South Carolina, 2962, or email editor@ parlorpress.com. vContents
Introduction: Type Matters
ixC. S. Wyatt and Dànielle Nicole DeVoss
1On Type and Typographic Anatomy
3C. S. Wyatt
2Type Reveals Culture: A Defense of Bad" Type
33Garrett W. Nichols
3 Give Us Back Our Serifs": The Cultural Rhetoric of RageAgainst the [New] Google Logo
63Philip Rice
4The Development of Typeface Personas and the
Consequences of Perceived Identities
89Heather Noel Turner
5 Nostalgia for Handwriting: The Rhetoric of Comics Lettering 109Aaron Kashtan
6 All Your Font Are Belong to Us": Gaming in the Late Age of Print 137Elizabeth J. Fleitz
7 Why I Hate Times New Roman, and Other Confessions of aCreative-Critical Scholar
159Ames Hawkins
8 Why Bookerly Isn"t (and Why That"s Not Such a Terrible Thing) 187John Logie
Contentsvi
9 Jan Tschichold"s Renunciation of Die Neue Typographie: The Anatomy and Ethics of a Typographical Reversal 211David Bedsole
10Typographic Nationalism and the
Banal Uniformity of Imagined Communities
229Jake Cowan
11 Logotypes in Place: A Visual Rhetorical History of Cigar City 253Meredith A. Johnson, Peter Cannon, Roxanna Palmer,
Joshua M. Rea, and Tanya Zarlengo
12 Font of Wisdom: The Vernacular Rhetoric of the Serenity Prayer 283William T. FitzGerald
13 Standardized Typography in Interactive Internet Environments 309John R. Gallagher and Rebecca Tarsa
14 Kinetic Typography: Reinserting Embodied Delivery intoRecorded Oral Texts
335Christal Seahorn, Diana I. Bowen, Charles Jeffery Darwin, and Dragana Djordjevic