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“A typeface derived from an old bakery
sign in the town [where] I live.”
Lettering: Samantha E. Russo
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37
photo-lettering
Set type using Photolettering.com, a digital
tool for graphic designers. You will
experience the use of an old lettering
process in a new way, and utilize advances
in technology as they apply to typography.
Cost: $7
Select the copy for your project. This could
be a favorite word combination, type for a
headline or logo, or for use on a poster. Visit
Photolettering.com and start the process.
Choose a typeface, and see how it looks. Be
sure to utilize the menu of checkboxes to
access swashes, alternates, and other
special characters.
After you have completed and downloaded
your type, open it in Illustrator. Change the
colors, size, and orientation.
Photo-lettering
Photo-lettering is film-based display type, widely used
by designers from 1936 until the arrival of desktop
publishing. New York City–based Photo-Lettering, Inc.
(also known as PLINC) offered the largest library of
commercial typography and lettering from a single
foundry (before or since). The company went out of
business in the late 1980s.
The type foundry House Industries purchased the
physical assets of Photolettering.com and has begun
an amazing project that involves digitizing these
typefaces and offering the public the opportunity to
use them. This gives designers a new option with
unique features for setting type, and allows users
access to a library of vintage type full of unique
alphabet styles.
If you loved this, you’ll love this!
Captivating Headlines, page 66
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Top left: Interface for Photolettering.com
Designer: House Industries
Top right: Poster created with PLINC,
using Caslon (with ligatures turned on)
Right: These four easy steps explain how
easy PLINC is to use.
Designer: House Industries
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Left: Type just looks yummier in this style.
Designer: House Industries
Above: Single letters in all their glory
Designer: House Industries
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Top left: Interface for Photolettering.com
Designer: House Industries
Top right: Poster created with PLINC,
using Caslon (with ligatures turned on)
Right: These four easy steps explain how
easy PLINC is to use.
Designer: House Industries
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Left: Type just looks yummier in this style.
Designer: House Industries
Above: Single letters in all their glory
Designer: House Industries
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“ Typography needs
to be audible.
Typography needs
to be felt.
Typography needs
to be experienced.”
— Helmut Schmid
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playing with context and application
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