NORMDRUCK
Handbuch für die rationelle drucksachen disposition
F. Käser [Idee und Gestaltung]
F. Käser [Idee und Gestaltung]: NORMDRUCK [Handbuch für die rationelle drucksachen disposition]. Münchenstein and Zürich: Haas'schen Schriftgiesserei, Münchenstein, Switzerland Im Alleinvertrieb der Visualis AG, Zurich, [1972]. First edition [stamped copy 3610]. Text in German. Four-ring binder covered in decorated black fabricoid. Three primary tabbed sections with 162 leaves representing a wide variety of paper stocks, printing techniques, and elaborate die-cut finishing. Former owner pencilled name to front paste down. Rear pastedown with faint dampstaining to lower corner. The final paper section featuring printed gummed examples with minimal—and expected—skinning to a few leaves. Binder with light handling wear, interior pages bright and clean. A very good or better copy of this elaborate production.
11.25 x 11-inch decorated four-ring binder with three tabbed sections and six tabbed sub-sections, 162 leaves, mostly printed recto/verso, of examples of color and printing techniques on a wide variety of paper stocks and finishes. Beautifully designed and printed in Switzerland with the Industrial and Academic coöperation of the Haas Type Foundry and the Visualis AG, Zürich.
Contents:
- Schrift: 22 leaves with typesetting specifications for Helvetica leicht, Helvetica mager, Helvetica kursiv mager, Helvetica halbfett, Helvetica fett, Helvetica Kursiv fett, Times normal, Times kurisv, Times halbfett, Das typografische System, Typografische Masse und Linien, and Korrekturschema.
- Farbe: 35 leaves printed recto/verso for sections for specifying colors Gelb, Olive, Ocker, Orange, Braun, Rot, Violett, Blau, Grün, Grau, and Misschtabelle, Echtheitstabelle, 4-Farbendruck nach CEI, 4-Farbendruck nach DIN, 4-Farbendruck nach Kodak, and 4-Farbendruck nach Kodak-Photo.
- Papier: 6 tabbed Papiermuster sub-sections: Geschäftspapiere: 14 different paper stock leaves printed in two colors; Weiss Maschinenglatt: 15 different paper weight leaves printed in two colors; Weiss Maschinenglatt: 15 different paper weight leaves printed in two colors; Weiss Satiniert/Weiss Gestrichen: 11 different paper weight/finish leaves printed in two colors; Farbig Maschinenglatt: 17 different paper leaves printed in two colors; Farbig Satiniert: 18 different paper leaves printed in two colors; and Postkartenkarton/ Gummierte Papiere: 15 different paper leaves printed in two colors.
The Haas Type Foundry (Haas'sche Schriftgiesserei) was a Swiss manufacturer of foundry type. First the factory was located in Basel, then they relocated to Münchenstein in the 1920s.
The Haas’sche Schriftgiesserei traces its origins back the to printer Jean Exertier, during the second half of the 16th century. Business later passed on to the Genath family. In 1718, Johann Wilhelm Haas (1698–1764) from Nuremberg was hired. He later inherited the company as recognition of his efforts. After 1740, the business was run under the Haas name. In 1972, the entire type program from Deberny & Peignot in Paris was added, followed by that of the Fonderie Olive, Marseille in 1978. With Linotype’s acquisition of the D. Stempel AG, they became the majority shareholder. In 1989, Linotype completely assumed the company; typefounding operations would be carried forth under the name Walter Fruttiger AG, with Linotype retaining the rights to the typefaces.
Helvetica or Neue Haas Grotesk is a widely used sans-serif typeface developed in 1957 by Swiss typeface designer Max Miedinger with input from Eduard Hoffmann.
Helvetica is a neo-grotesque design, one influenced by the famous 19th century (1890s) typeface Akzidenz-Grotesk and other German and Swiss designs. Its use became a hallmark of the International Typographic Style that emerged from the work of Swiss designers in the 1950s and '60s, becoming one of the most popular typefaces of the mid-20th century. Over the years, a wide range of variants have been released in different weights, widths, and sizes, as well as matching designs for a range of non-Latin alphabets. Notable features of Helvetica as originally designed include a high x-height, the termination of strokes on horizontal or vertical lines and an unusually tight spacing between letters, which combine to give it a dense, solid appearance.
Developed by the Haas'sche Schriftgiesserei (Haas Type Foundry) of Münchenstein, Switzerland, its release was planned to match a trend: a resurgence of interest in turn-of-the-century "grotesque" sans-serifs among European graphic designers, that also saw the release of Univers by Adrian Frutiger the same year. Hoffmann was the president of the Haas Type Foundry, while Miedinger was a freelance graphic designer who had formerly worked as a Haas salesman and designer.
Miedinger and Hoffmann set out to create a neutral typeface that had great clarity, no intrinsic meaning in its form, and could be used on a wide variety of signage. Originally named Neue Haas Grotesk (New Haas Grotesque), it was rapidly licensed by Linotype and renamed Helvetica in 1960, which in Latin means "Swiss" (from Helvetia), capitalising on Switzerland's reputation as a centre of ultra-modern graphic design. A feature-length film directed by Gary Hustwit was released in 2007 to coincide with the 50th anniversary of the typeface's introduction in 1957.
The main influence on Helvetica was Akzidenz-Grotesk from Berthold; Hoffman's scrapbook of proofs of the design shows careful comparison of test proofs with snippets of Akzidenz-Grotesk. Its 'R' with a curved tail resembles Schelter-Grotesk, another turn-of-the-century sans-serif sold by Haas. Wolfgang Homola comments that in Helvetica "the weight of the stems of the capitals and the lower case is better balanced" than in its influences.
Attracting considerable attention on its release as Neue Haas Grotesk (Nouvelle Antique Haas in French-speaking countries), Stempel and Linotype adopted Neue Haas Grotesk for release in hot metal composition, the standard typesetting method at the time for body text, and on the international market.
In 1960, its name was changed by Haas' German parent company Stempel to Helvetica in order to make it more marketable internationally; it comes from the Latin name for the pre-Roman tribes of what became Switzerland. Intending to match the success of Univers, Arthur Ritzel of Stempel redesigned Neue Haas Grotesk into a larger family. The design was popular: Paul Shaw suggests that Helvetica "began to muscle out" Akzidenz-Grotesk in New York City from around summer 1965, when Amsterdam Continental, which imported European typefaces, stopped pushing Akzidenz-Grotesk in its marketing and began to focus on Helvetica instead. It was also made available for phototypesetting systems, as well as in other formats such as Letraset dry transfers and plastic letters, and many phototypesetting imitations and knock-offs were rapidly created by competing phototypesetting companies.
In the late 1970s and 1980s, Linotype licensed Helvetica to Xerox, Adobe and Apple, guaranteeing its importance in digital printing by making it one of the core fonts of the PostScript page description language. This has led to a version being included on Macintosh computers and a metrically-compatible clone, Arial, on Windows computers. The rights to Helvetica are now held by Monotype Imaging, which acquired Linotype.