Typophile

On the price of fonts -- 1924

Norbert Florendo

Thought this might be of interest to history buffs.
I recently unearthed several samples sheets (very poor copies of original) from one of Lanston Monotype’s promotional pieces from 1924.

It’s for Italian Old Style by Frederic W. Goudy, with specimen samples of the Roman and Italic faces, and a price sheet for type caster matrices.

This PDF includes the Italian Old Style cover, Roman & Italic specimens and price sheet.

The only digitized version I found available is Monotype Italian Old Style Roman which differs in many respects, sort of sterilized, like they took the Italian out.

The Italic is altogether different from Goudy’s version, very much like a standard italic afterthought.

Monotype also added a bold and bold italic weight, though Goudy only designed a Roman and Italic.

It seems that The Lanston Type Company has Italian Old Style on their list of Goudy designs to digitize in the future... let’s hope they do.

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Yes, I’m old, but so what!

good news, norbert, italian oldstyle is on our short list of faces to digitize.
rich has a beautiful hard-bound specimen book of this one. here’s a peek at the colophon by Bruce Rogers.

Even better news... The price of the complete Italian Oldstyle equipment from 1924 adjusted for inflation in 2003 is more than double what we will end up charging for LTC Italian Oldstyle. Order early and we will only charge 1/4 that price.

Wow!
So $740.00 from 1924 is roughly worth $7,982.71 for the font family using the Consumer Price Index.
And we thought things were cheaper in the good ol’ days.

Paul, the colophon is great and shows real promise on the revival of Lanston’s Italian Old Style (and ornaments?). Does anyone know why Monotype Italian Old Style turned out looking so non-Italian?

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Yes, I’m old, and like my Italians Old Style!

Italian Old Style was a bastardization of William Morris’s halucinations of what Jenson was doing... ’Nuff said. The good news? Schwartz’s seminal Houston news face was (indirectly) inspired by it.

hhp

well i’m glad that someone appreciates the charm of Goudy’s interpretation (besides me) even if it isn’t Hrant. ;^P

Ornaments: http://www.p22.com/lanston/products/Rogers.html

Houston: http://www.orangeitalic.com/fonts/houston.shtml

Captured from web.archive.org on 11 Oct 2008. view this capture