There were only four types of style at that
complex typography with its ornate styles and
time regular, italic, bold, and bold italic. 7 To
characteristics. The typeface later became a
him, it seemed that the styles were limited,
part of the Macintosh operating system and is
so he began developing the typeface family
used everywhere. But his journey in design-
called Hoefler Text. He wanted to create new
ing fonts did not stop there, for he continued
kinds of fonts, ones that contain small caps,
to work with his design team in New York
italic small caps, swashes, and arabesques
to create other well-known fonts such as
because at that time the world of Macintosh
Gotham, Didot, and Vitesse which would later
was stuck with the four simple and mundane
be used in magazines and advertisements.
versions of the fonts. Hoefler Text allowed for
15
Didot used for Vogue magazine logo, 2001.
Johnathan Hoefler / introduction