See all the fabulous books on calligraphy at : The softcover edition of What Our Lettering Needs is available for purchase online for $24.95 at or by calling RIT’s Cary Graphic Arts Press at 58. The book is a tribute to Zapf’s own philosophy that the artist’s challenge is ‘to ensure, despite technology and mass production, that beauty is never lost.’ Since the late ’70s, designer Cusick has provided, in articles and presentations, most of what has been written about the Hallmark/Zapf association. ( Drawing for Shakespeare italic typeface by Hermann Zapf) He is also a respected designer, calligrapher and teacher working with the University of Kansas in developing lectures and curriculum for lettering, typography and type design. Hall and his son and successor, Donald Hall Sr., were searching for ‘the very best’ ways to improve the quality of their products.Ĭusick is presently the manager of font development for Hallmark Cards and oversees the design and development of proprietary fonts for the corporation. His stint as a consultant to the company was during a vital period in the company’s evolution - when the ideas and dreams of Hallmark founder J.C. Zapf, a typeface designer who hails from Darmstadt, Germany, was first invited to visit the Hallmark headquarters in Kansas City in 1965. The book is published by RIT Cary Graphic Arts Press, a scholarly publishing enterprise at Rochester Institute of Technology. In a beautifully illustrated book, What Our Lettering Needs: The Contribution of Hermann Zapf to Calligraphy & Type Designs at Hallmark Cards, author Rick Cusick recounts the legacy of Zapf and his contributions to the world’s leading manufacturer of greeting cards. Hallmark helps us appreciate the small moments in life - with greeting cards and special messages garnished with designs and lettering that enhance the full reading experience - and we can thank Hermann Zapf. Author Rick Cusick discusses the art of “Lettering” in new book published by RIT.
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