We’re old, but not too old.
The Type Guys began their careers when the dominance of metal type had cooled, giving way to photo typesetting and then digital. They learned by example – watching their mentors, reading type books, and working with type houses like: The Royal Composing Room; Photo-Lettering; Haber; Pastore, DePamphalis, Rampone, and others.
Jason and Kevin worked with hand-set type, visited the type vendors with late-night corrections, executed Lubalin’s tissue layouts, specified text type, and set display type on a Typositor.
Over the next four decades, the experience taught them how to design and execute strong concepts with a command of typography (expressive or utilitarian), using solid graphics, imagery, and a good headline – which few have today.
A brief chronology
Upon graduation, it was off to find the best design firm to work for in Manhattan. There were only a handful of respected boutique firms, each with their unique bent. Milton Glaser Inc.; Push Pin Studios; Landor Associates; Lubalin, Smith, Carnase; Pentagram; B. Martin Peterson; Peterson & Blyth; Siegel+Gale, and Vignelli Associates; along with individuals who were making their own mark, such as Neville Brody, Steve Burnett, Matthew Carter, and Paula Scher, to name just a few.
As their jobs evolved, so did the type industry. Typography began moving from phototypesetting towards digital in small increments as the technology improved in the 80s.
The Type Guys continued to practice their skills at the Lubalin Studio. Jason was fortunate to work on U&lc., the quarterly magazine marketing the new fonts of The International Typeface Corporation (ITC). Kevin assisted in the production of logos, ads, and general studio work. Following Lubalin’s penchant for teaching, Jason and Kevin also wanted to share their knowledge in the halls of higher education. They planned, wrote curriculum, and established typography courses for the Master’s Program at Pratt Institute. Kevin committed himself to educating thousands of students, and Jason later shared his expertise at the Newhouse School of Public Communications at Syracuse University.
In the decades that followed, Kevin (while at The Pushpin Group), melded traditional and illustrative typography into his work, and helped produced early book projects with Steven Heller with Pushpin Editions. Later, he continued to build Gatta Design & Co. He co-authored two books on graphic design education – Foundations of Graphic Design and Communicating Through Graphic Design (editions 1, 2) – a testament to his passion and his commitment to improving the trajectory of the industry. Jason went on to work with Tom Carnase (as senior designer and as the editorial design director of Ligature – the marketing magazine of the World Typeface Center (WTC).
As the industry grew and expanded – so did the The Type Guys – in the boardroom and in the classroom. Their work always displayed a unique typographic style with customized fonts achieved by redrawing letterform widths, serifs and scale.
For 16 years, Calfo Aron created high-end B2B and B2C corporate communications for clients in multiple industries. The firm grew to offer high-level print and web experiences, interactive design, and event design for professional services, publishing, transportation, arts and entertainment, real estate, and biotech. Later, Jason co-founded Calfo Ives, melding communication design and video.
The evolution has come full circle
“If you can imagine it, you can create it” is within our technological grasp again, as the craft of designing and producing type has come full circle. What was once restricted to foundries and type houses to produce illustrative letterforms, text, and display fonts, is now in the hands of more designers than ever before, thanks to a half-century of technological advancement.
Today, with the launch of The Type Guys, their mission is to offer a simple-to-use model for the next generation of clients and students that demonstrates the proper way type should be set – to best define one’s voice and message.
The faces behind the proof.
Jason Calfo
Co-Founder and Principal
Jason has created print and online experiences for hundreds of clients including Bloomberg, Businessweek, Hearst, MetLife, NY Philharmonic, MTA, and PwC. A graduate of Syracuse University, Jason began his career working with Herb Lubalin Associates and went on to co-found the multi-disciplinary design agencies, Calfo Aron and Calfo Ives – creating corporate communications, video, and event design. His teaching experience includes 12 years at Pratt Institute and 8 years at Newhouse School of Public Communications at Syracuse University.
Kevin Gatta
Co-Founder and Principal
Kevin is a Tenured Distinguished Professor for the Graduate Communications/Packaging, Identities, and Systems Design Department at Pratt Institute. He is a lecturer at design programs in the U.S., Hangzhou China, Monterey Mexico, and Royal College of Art London. Kevin has co-authored two books on Graphic Design for the education market. A graduate of Rhode Island College, and Pratt Institute, Kevin gained experience at Herb Lubalin Associates, Pushpin Group, and David Pocknell & Co., Essex England. He founded Gatta Design & Co. in 1988.