Legendary Art Director Henry Wolf on Typography
Henry Wolf is usually assocciated with great magazine designs, great photography and great advertisement, but many people might not know that Henry Wolf had strong views about typography. In 1958, the Advertising Typographers Association invited Henry Wolf to write an essay on typography. Wolf was already well recognized as a promising young art director for his work at Esquire at that time.
Wolf believed that printing is a mean used for communication, and type should be used with great responsibility to preserve the maximum intended meaning.
For Wolf type solutions functioned in two levels: the telling of the story and the abstract composition of values, that could never be separated and should be intertwining with each other. Type became something appealing to Wolf due to its limitations. A good solution for a design is achieved once the reader doesn't fell as having a message forced upon him, instead he should feel it.