CHEERS TO KNOWLEDGE
__Friday, December 7, 2024, 4:17 PM
Basel, Switzerland
My breath fogs the café window.
There he is. Jan Tschichold. The master. The man who rewrote the rules of typography, and then rewrote himself.
Long gray coat. Sharp hat.
I ordered two glasses of Château Margaux. He’d better appreciate it.
(He sits down. No greeting)
[ JT ] You disagree.
[ BM ] Excuse me?
[ JT ] You think it’s fine to design a book with one typeface, one font, one weight, and one size? That’s something only beginners and fools would do.
[ BM ] I don’t agree. To me, it’s the ultimate challenge. One font should be enough to make things swing.
[ JT ] A book like that is flat. Lifeless.
[ BM ] I believe simplicity is the ultimate sophistication.
[ JT ] Simplicity is laziness disguised as thought.
(My god, he’s intense)
[ BM ] Lazy? That’s the last thing I’d ever be...
(His fingertips drum the table)
[ JT ] Listen. One voice is not a symphony. Bach needed counterpoint. Rembrandt needed shadow. Good typography needs contrast.
[ BM ] But what is ‘good’?
(Determined voice)
[ JT ] Good typography is discipline.
There are no born masters in typography; it’s a skill that takes time and practice. To master typography, you must be thoroughly knowledgeable. Learn the grammar of typography as you would learn a language. Also: you need to know the history of typefaces. And don’t forget: the practice of calligraphy.
(I nod, convinced)
[ BM ] Tell me something I don’t know.
[ JT ] Stick to the classic typefaces, or the modern ones that closely follow their principles.
(I arch an eyebrow)
[ BM ] Why? We have so many cool typefaces nowadays!
(Blood pressure rising)
[ JT ] You know what your disease is?
A lack of joy in the ordinary. Good typography is NOT ‘cool.’ It is the complete opposite of an adventure.
(Let’s push him a bit)
[ BM ] So where is the fun then?
[ JT ] Fun?! HAHA! Why do you use such ridiculous words? If you’re that desperate for your ‘fun,’ go wild with the dust jacket. It’s basically a flashy little poster screaming for attention. You can get away with things there that would be downright embarrassing inside the book.”
(Raising a pointed finger)
But: after buying a book, quickly toss the dust jacket straight into the trash. That is where it belongs, just like empty cigarette packs.
( I chuckle inside)
[ BM ] Look__I’ve studied. Thirty years in calligraphy. Same for typography. I think I’ve earned a little rebellion.
[ JT ] Typography is not about rebellion.
Typography must serve the text.
Not your designer’s ego.
[ BM ] So you’re saying individuality has no place in typography?
[ JT ] I’m saying that individuality without knowledge is chaos.
[ BM ] And knowledge without creativity is boring.
(Slams his hand on the table)
[ JT ] Boring?! You should create a dictionary of useless words in typography! Does everything need to be exciting for you?
Oh, and also put the word ‘playing’ in your dictionary. We’re not in kindergarten, are we? I suggest that, before grabbing your toys, you should first be able to justify your opinions.
[ BM ] Why so rigid? What about experiment? Thàt is where change happens.
[ JT ] Change, born from protest alone, is unproductive. Achievements made without true understanding are empty. Again, KNOWLEDGE.
( I recognize his point)
[ BM ] People find something boring or bad but cannot explain why. They simply want to make things different. Why do you think that is?
(Exhales, calmer voice)
[ JT ] Probably because of trendy design ideas, insecurity, and new technology. All of these play a part, but the protest of youth against the older generation’s world matters more.”
[ BM ] But Mr. Tschichold, isn’t that the generational struggle? Individuality is a hot topic today, and personal taste comes with it.
[ JT ] Good taste, like perfect typography, is beyond the individual. It’s not true that we can argue about taste as long as we’re referring to good taste. But we’re not born with it.”
(I take a sip of my wine, trying to steer the conversation)
[ BM ] Just like I know how to appreciate this wine. Isn’t it refined?
(He doesn’t stop)
[ JT ] Let me finish. Good taste is often wrongly dismissed as outdated, as the masses, in search of validation for their so-called ‘personality’, prefer peculiar forms over objective standards of taste.”
SILENCE.
(Slowly, he reaches for his glass, raising it with a knowing smile)
[ JT ] Cheers, to knowledge!
( I blink, surprised by the shift in mood)
[ BM ] Cheers, to the brave fools who question you!
