The Italian Facade
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THE ITALIAN FAÇADEPUBLIC TYPOGRAPHY
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PUBLIC TYPOGRAPHYSTEPHANIE ROCHE
THE ITALIAN FAÇADE
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TABLE OF CONTENTS
VISUAL HISTORY OF TYPE
VERNACULAR COMMUNITY
MISPLACED TYPOGRAPHY
MODERN ELEMENTS
ch. 01
ch. 02
ch. 03
ch. 04
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t first glance when walking through an Italian city such as Venice, the combination of archi-
tecture, textures and type give the impression of taking a step back in time. The carved lettering shows the
craftsmanship of a previous time. Then as one continues winding through the city, vernacular typography be-
comes more prevalent on restaurants and homes suggesting a true sense of community and closeness. The next
turn reveals the spray painted graffiti of modern times on a building constructed hundreds of years ago. The
stark contrast creates tension and feels out of place. Meanwhile, modern signage weaves into the cultured scenery
more seamlessly. The bright colors and modern typefaces compliment the scenery rather than deface it. These
four main types of lettering collaborate to create the modern day Italian façade.
aINTRO
The vernacular
manner of
naming allyways
on Burano island
outside Venice.
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1VISUAL HISTORY OF TYPE
A classical
style building
on the outside
of a Piazza in
Bologna, Italy.
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treets of Rome and Venice are lined with carved typography. These older buildings are labeled
in a customary manner one would expect to see in Italy. In these cases the type is not meant to overshadow the
architecture, but rather accentuate it. There is nothing loud about this type, but the craftsmanship is evident when
examining the often serif typefaces. When considering these typefaces were carved by hand their impact is even
The carved manner of the lettering
on this building in Bologna echoes
the history of Italy and where
these cities resonate from. Their
combination with sculptural elements
also gives them a classical feeling.
s
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09[Lettering] convey an impression,
as well as to spell out words;
also it is part of a whole,
and must be related to the function
and design of that whole. G ra y
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Different classical manners of type
around Italy—from carved
type to mosaic and etched type. The
carved type shows the Italian
roots of typography in general.
more prominent. As Baines mentions in his essay on naming places, “the essential dynamic between utility and
expression allows for lettering to say something more about the spaces and places around us.” These letters tell a
lot about the history of typography and the people of Italy. Carved type is indicative of Italian history and where
these cities came from. The type is a visual reminder of where these cities began. In most carved type cases, the
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wwwWhile in Rome for a few days, I visited the Colosseum and the
Forum directly across from the massive structure. The photos
on this page all come from within the Forum. The ruins within
the Forum are surrounded by beautiful gardens and sculptural
works. The combination of type with sculptural elements cre-
ates an interesting dynamic. The carved serif typefaces suit
the classical sculptures they are paired with. Surrounding the
type with the beauty of the sculptures and flower gardens,
gives the type a sense of place and purpose.
While in Rome for a few days,
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13
Carved type and sculptural
elements seem to go hand in hand
when it comes to the classical
elements of Italy. Both of these
examples come from the Forum in
Rome. The element upon which the
letters are carved also affects their
presence. On the marble, the lettering
becomes secondary to the sculpture.
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A couple clock towers (left in Venice
and right in Bologna) showing the
use of classical roman numerals.
forms are classical serifs, as those were prevalent in earlier centuries when these buildings were constructed. They
show off the true craftsmanship it took to individually carve out each letter. The typefaces reflect the refined man-
ner people perceive of these cities. Classical elements such as roman numerals are also prevalent in Italian
cities as shown in these images of clocks in public spaces. These elements work well with their surroundings.
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17[informs] the way
we identify, and to some
degree, respond to the
places and spaces we visit.
Ba i n e s
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2VERNACULAR COMMUNITY
A look down the
canal towards
Rivarosa
Ristorante on
Burano island.
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hile carved type works to deliver the history of Italy, the vernacular type commonly
found on restaurants and homes reminds visitors of the sense of family and community in these cities. The nature
of these types is inviting and warm. Often against a bright backdrop, these typefaces demand attention and serve
purposes of not only naming, but also adorning these buildings. This type exploration suggests a family-owned
A close up of the Rivarosa type and
ornamentation on Burano island.
The painted shadow on the type
helps the letters to pop off of the
wall. The stark white helps create
contrast with the pastel building.
w
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21[Vernacular type is] unfinished,
un-professionally created and
hand-done signs and handbills
that comprise a great part of our
everyday visual experience. To sh
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Hand painted naming of the
walkways on the island of Burano.
Due to their painted nature, the
letters being to fade and can even
become difficult to read.
business. It makes restaurants or businesses, and ultimately the town, seem more intimate and casual—a place for
the locals that has been around for a while and is not going anywhere anytime soon. Often these faces begin to
fade, only adding to their character. The message becomes secondary often to the mere presence and style of the
hand-made type. Vernacular typography, as Tosh recites, means “unfinished, un-professionally (not done by a paid,
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23
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The three photos above show
handmade signs by way of mosaic
and stone. To the right is some
ghost type in Florence, Italy. The
fading type shows these places have
been around for a while.
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27
essential dynamic between
utility and expression
allows for lettering to say
something more about the
spaces and places around us. Ba i n e s
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“trained” graphic designer) created and hand-done signs and handbills that comprise a great part of our everyday
visual experience.” These instances are specific and labeling, however also playful and inviting. They serve many
purposes. Perfection in typography (such as in carved type) can become boring and monotonous, while vernacular
type engages an audience and is particular to a specific place and time.
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iii29
along Italian walkways and
on the family style restaurants. The majority of Italy already
feels very warm and opening. The vernacular type only adds
to those comforting feelings. These signs are inviting, put-
ting visitors at ease to feel welcome and a part of the tight-
knit community. Especially on the island of Burano was this
vernacular type evident. Against the bright backdrop of the
buildings, the hand painted signs and mosaic house numbers
feel very much in place and a part of the scenery. Vernacular
type has a way of reassuring visitors and making them feel
welcome in a foreign land.
A hand painted sign
showing directions to a specific
location in Venice. The white
background helps the sign stand out
from the brick wall.
I first noticed the abundance of vernacular type
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3MISPLACED TYPOGRAPHY
Looking through
a little window
along the street to
an underground
canal in Bologna.
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he presence of graffiti in Italy is numerous and difficult to qualitatively judge. While some use it
as an artistic expression that is often beautiful, others seem to use it as a means of destruction or devalue. It is
strange to be walking by buildings constructed hundreds of years ago and suddenly see spray painted type staining
the walls. When one considers the broad definition of graffiti as “any inscription on any surface, usually public
Various forms of graffiti around
a famous little window on the via
Piella in Bologna. People from
all around the world leave little
messages on and around the window
itself, as well as traditional graffiti.
t
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33Look at them for what they
are and see the beauty and ‘real’
expressiveness of the idea. To sh
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buildings or walls,” the practice can be traced back to the Roman Empire and ancient ruins in Pompeii. Knowing
the history of graffiti provides more of a context to today’s graffiti, but is it the same? The practice of graffiti art
reveals more about the Italian people mentality. Many natives consider graffiti as a form of urban art rather than
vandalism, as it is seen in the United States. This practice gives these Italian cities yet another layer of character.
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Graffiti shows up on all different
types of surfaces in Italy. These red
benches in Venice pop from the brick
and stone background, not only
because of their bright hue but also
the graffiti they are adorned with.
Visual respresentation of
the spoken word. To sh
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Italians appear more open and accepting of various art forms. Because their history involves so much culture in
the arts, perhaps they are more willing to accept such a basic art form as graffiti. As demonstrated in these photos
of graffiti found around various cities of Italy (such as Bologna, Venice and Parma), there is a wide degree of tal-
ent showcased—from clean and polished works to simply signatures on a wall.
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Graffiti in Italy ranges from sten-
ciled and planned out to messages
scribbled on walls as individuals
pass through an area.
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aaaThe graffiti across Italy ranges
from spray painted to stenciled and
glued, as well as signs hung up on
sculptural elements of the cities.
As I was traveling around Italy for a month, I found the combination of graffiti on traditional, sometimes historical, structures most striking. As I was
walking through the Forum, the ruins just outside the Colosseum, I saw beautiful fields of poppies as well as brick and stone structures elegantly
crumbling. And then I would turn the corner and find a passageway completely covered with graffiti. For one, I was amazed security measures did not
deter people from making their mark. I was also a little sad that someone felt the need to stain this picturesque scenery with miscellaneous type.
Then, however, I could also qualify the graffiti art in some senses when I would consider these places as canvases themselves. It is difficult to draw
the line between unnecessary distractions and artistic expression.
As I was traveling around Italy for a month,
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4MODERN ELEMENTS
The descriptive
black type on
yellow used with
the vaporetto
system in Venice.
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nother common element becoming more prevalent is modern day signage. Everything
from wayfinding information to banners advertising art shows. These modern faces serve very particular
and specific purposes of getting one’s attention and keeping it. Most of the time these are important messages
that need to be communicated in a clear and concise manner. These signs function to communicate a
The vaporetto waterway system in
Venice has clear, easy-to-read type.
It is important to be able to read
the stops quickly. The black against
yellow creates a strong contrast.
a
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45[Modern signage is] simultaneously open
and closed, vague and specific,
ostensibly neutral and yet loaded with
connotations and stylistic mannerisms. L up t on
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The main purpose of modern
signage is to stand out against the
classical architecture. These signs use
strong colors and clean sans serif
typefaces to create that contrast and
communicate a clear message.
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fff47
the effects of modern typefaces and type treatments on the classical surroundings. This type
treatment is not as abundant as others, however it is one of the most effective in terms of standing out against this cultured background. I noticed
this type mostly as I visited various museums across Northern Italy. Museums, as well as others, would use modern signage to advertise various
exhibits. I was probably more interested in the effect of the signs hanging from these classically constructed buildings rather than the messages
they shared, however in the mere fact they were meant to draw my attention, the signs were successful. This seemed to be the most effective way
to grab my attention and force me to consider what the purpose of these signs was.
Finally, in my exploration of type in Italy, I studied
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message quickly. They are especially successful against the traditional Italian backdrop because of the contrast
created. Often their purpose is to communicate to both residents and outsiders; therefore they must break verbal
barriers and become more visual. These signs use visual cues of color, pattern, and straightforward lettering to
transcend these barriers. As Ellen Lupton suggests, these signs are “simultaneously open and closed, vague and
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These storefronts in Venice and
Florence aim to pull focus from
their surroundings in order to
grab the attention of walkerbys.
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specific, ostensibly neutral and yet loaded with connotations and stylistic mannerisms.” The use of modern type
also encourages interaction from the public. Hotel signs are trying to draw in people looking for a room, museum
banners are trying to gain visitors and advertisements can almost be seen as blank canvases. The H&M ad featured
in the vaporetto systems of Venice inspired someone to put their touch on the work.
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Above, advertisements are meant to
grab viewers attention and
this sign does so in more than one
way. The type is an accent to the
image in this case. Also pictured on
these pages, hotel signage is mainly
three-deminsional and pops off
of their antique architecture.
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Combining these four main type practices of carved, vernacular, graffiti and modern signage, one begins to get
a feel for not only today’s type story of Italy, but also the Italian people as a whole. They revel in tradition and
culture, while also remaining open to the changing of times. They are community-minded and warm and inviting.
As the culture grows, so does the expression of type within the cities.
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tttCREDITS
This book was typeset in Din and Garamond. It was designed in Adobe In-Design and the photos were edited in Adobe Photoshop. These photos were shot with a Panasonic DMC-ZS3 camera.
I would like to thank Kacie Eberhart and Alyssa Bastien for sharing some of their images with me. Baines (Naming Places and Defining Spaces), Tosh (Vernacular Type), and Meyers (The Value of the Narrative in the Educa-tion of a Typographer) for sharing some of their words with me. Professor Andrea Herstowski and Professor Linda Sampson-Talleur for sharing their knowledge on a study abroad trip to Northern Italy with me. My parents, Tim and Saundra Roche, for sharing their love and money for this trip with me. And finally, Professor Patrick Dooley for sharing his critiques and thoughts on this book with me.
Sources:Baines, Phil and Catherine Dixon. “Signs Lettering in the Environment. “Lon-don: Lawrence King Pub., 2008. Web.
Meyers, Chris. “The Value of the Narrative in the Education of a Typogra-pher.” Tbe Education of a Typographer. Ed. Steven Heller. 2004.
Tosh, Paul. “The Uncultured Word: Vernacular Typography and Image.” 2007.
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