So wrote Simon-Pierre Fournier (1764) in his Manuel Typographique, a phrase deeply admired by Vincent Steer who I have briefly mentioned previously in the pages of this blog (see here). Steer was by training a compositor and as Moran writes in ‘Fit to be styled a Typographer’: A history of the Society of Typographic Designers, 1928 – 1978 sought to be ‘acknowledged as a typographer’.
Let Steer put it his own way (from Printing Design and Layout: The manual for printers, typographers and all designers and users of printing and advertising): ‘A layout which is intended for submission to the customer must, in the first place, be carefully executed. While there is no need for meticulously finished lettering, it should convey a very near impression of the final result in type.’ And he gives this as an example.
This is an art long lost.
Steer was a founding member and past president of The Society of Typographic Designers, now the ISTD.