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After 50 years, you learn a thing or two.
Jason Calfo and Kevin Gatta are two guys that began their design and teaching careers when type was still hot. They entered the design field working at Herb Lubalin Associates in a renovated firehouse on East 28th Street in NYC. The logos, campaigns, and magazines they produced became an opportunity to learn from and work with some of the greatest designers, typophiles, art directors, and illustrators of all time.
Advertising and design legends Paul Rand, George Lois, Massimo Vignelli, Herb Lubalin, and many of their contemporaries were some of the original Mad Men (glamorized by Hollywood). They were at their apex – the design elite, the visionaries – who used linguistics and their design intellect to shape a burgeoning industry.
We started our journey with these guys.
Working with Herb Lubalin’s partners, notably Tom Carnase, Tony DiSpigna, Ernie Smith, Alan Peckolick and later on, Aaron Burns, Ed Benguiat, and Seymour Chwast, The Type Guys honed their typographic skills while creating design solutions for hundreds of the most highly visible corporations and cultural institutions in America.
The Type Guys share their knowledge.
We witnessed the beginning of the modern typographic revolution – from hot metal to phototypesetting to digital. We learned how to set (and how not to set) text and headline type and how tailoring display letters could be transformed into “type that talks.” We have shared that knowledge throughout our professional and teaching careers. We are truly passionate about type.
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The Mission of The Type Guys is to advance a smarter practice of typography via an innovative business model, dedicated to educating students and professionals alike. Using our bracket system – consultation, refinement, and execution – we help typophiles understand the mechanics of typesetting and the art of typography with hands-on consultation.
Our Type Odyssey video series is a powerful tool in this journey – delivering insightful historical content and perspectives – bridging the generational gap between type aficionados and practitioners. These resources are invaluable for educators and students in universities, colleges, and continuing education programs, by offering practicums for mastering typography in the modern age.
Type Odyssey Type Spots.
The Type Guys are capturing the voices of type luminaries from the design and printing industries to offer a knowledge-based video repository for the benefit of students and professionals. Our goal is to assemble personal stories and perspectives that offer a provocative dialogue about all things typographic – on an ongoing basis.
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Hear from our esteemed colleagues who have become part of our family here.
We make it work.
Many of the lettering artists and designers we have worked with, create memorable logos, marks, and typefaces. They have been around the block – on the same journey. They have amplified the voice of many of the most respected brands in the country. And like The Type Guys, these guys understood the power of expressive customized typography and the beauty of Spencerian script.
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Type Odyssey taps into the talent and brain trust we have come to know – to provide a typographic video compendium that will become a collective voice for generations to come.
