Mac Baumwell Quote

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HypeForType's picture
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Joined: 16 Dec 2008 - 9:09am
Mac Baumwell Quote
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Hello,

I've been scouring through google for the last few hours without any luck. I am trying to find a fairly accurate date for this typography quotation by Mac Baumwell...

"Each letter should have a flirtation with the one next to it." - Mac Baumwell

Can you anyone shed any light on the date of this quote?

Thanks in advance!

Nick Curtis's picture
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Joined: 21 Apr 2005 - 8:16am
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A lot of people quote this line, but attribution in context appears to be sorely lacking...

Clyde Baumwell's picture
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Joined: 29 Jul 2005 - 7:17am
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I can help with background and dates.It was a quote developed during the time of using the typositor for phototypesetting headlines. Herb Lubalin, Aaron Burns and ITC were clients of ours who often required the careful and considered placement of one letter next to the other. We had to take into account the positive and negative space between letters. This was being done in a red light safe darkroom, exposing each letter one at a time and watching it develop under a "glass" which held liquid photo developer. Being a flirtatious man, my father came up with that quote during that period which was around 1985-1986. A couple of years later he became a consultant for a few companies including Adobe in their earliest years. That quote can be found in one of Adobe's first specimen books "Adobe Type Guide, Volume 1"