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Didot

Mini-documentary about the Didot typeface and its use in fashion Transcript: The Didot typeface is named after the Didot family, a famous family of French printers who owned the most important print shop and font foundry in France around 1800 Didot was the first in France to print books using stereotyping, a process he named and improved, which enabled him to make less expensive books. In printing, the term “stereotype” refers to the metal printing plate created for the actual printing of pages (as opposed to printing pages directly with movable type). Firmin developed his typeface sometime between 1784 and 1811 Firmin Didot cut the letters and cast them as type in Paris. His brother, Pierre, used the types in print. The first commercial use of Didot was Voltaire’s “La Henriade” in 1818 Didot is based on the Baskerville font, a transitional typeface created by John Baskerville. Characteristics of transitional typefaces are: ● Upright letters ● Thick and thin strokes with ample contrast ● Wide, bracketed serifs A similar style was created around the same time called Bidoni, also named after its creator. Didot and Bodoni are credited with establishing the Didone style, a combination of the two names. Modern or Didone serif typefaces, which first emerged in the late 18th century, are characterized by ● High contrast between thick and thin strokes ● Variations in ascenders ● Flat, hairline thin, non-bracketed serifs ● Vertical stress, giving a very “statue-like” posture Modern typefaces tend to be eye-catching and very elegant at large sizes, making them very useful for display purposes where the contrasts create dynamic and elegant effects. When used for body text - both in print and digital - the high contrast impairs readability which makes them a poor choice for large amounts of copy. Didone typefaces tend to experience something called “dazzle” where the fine lines would disappear in smaller point sizes, making it difficult to read. All digital versions of Didot are revivals - The most common digital versions are from Adrian Frutiger for the Linotype foundry. Frutiger studied the Didot types using La Henriade, creating a font family that includes Old Style figures, a headline version, and an ornamental version. The “Foundry Daylight” version was commissioned and used by CBS for many years along with its famous “eye” logo Writer and typographer Sarah Hyndman founded the London-based initiative “Type Tasting” where she studies and experiments with how type can influence the way we think, feel, and experience the world around us. She investigated the relationship between typography and cost in a 2015 survey at the Victoria and Albert museum in London. After surveying over 368 people, the results suggest that bold typefaces with rounder terminals appear cheaper, whereas lighter weights, serifs, and contrasts appear more expensive, with the Didot highlighted as the “diamond of all fonts.” “I imagine the delicacy of the detail is also associated with craftsmanship, skill, and quality.” Didot tends to make fashion titles look elegant, timeless and luxurious. Armani uses Didot LT This Zara logo was created during a 2019 rebrand by Baron&Baron, a boutique advertising agency specializing in fashion, fragrance, and cosmetics luxury brands. Criticized for “Uncomfortably close” kerning, uses Didot LT Pro Harper’s Bazaar logo first appeared in the 1930s and was created by Alexey Brodovitch, the magazine’s art director at the time. In his Eye magazine essay “Through Thick and Thin: Fashion and Type,” Abbott Miller says of Brodovitch’s typography: “Didot was the black blade that cut the white space of his layouts.” HTF Didot was commissioned by Harper’s Bazaar magazine in 1991 as part of an overall redesign. The most recognizable use of Didot comes from the most famous fashion magazine in the world, Vogue Magazine Alexander Liberman served as Art Director at Vogue from 1944 to 1961. In 1947, the Vogue logo first appeared in Didot typeface. Like Harper’s Bazaar, the logo varied for a period of time (including hand drawn variations), with the Didot logo became the permanent logo by 1955