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Type -aahhh!- graphy typography
Let us help you pick the right typeface.
Most desktop publishers overvalue this step.
It's fun and important but let's go further.

Let us help you mix the right typefaces.
To mix an effective combination of faces.
That's the art. Mixing.
That's the craft. Combining.
That's the real skill. Relating.
And the real fun.

Example of refinement
BAcolumns1.html.

Test of refinement:
How do you letterspace a typographic picket fence with round basketballs dropped in the middle?

Apologies in advance as this material is horizontal and you'll have to scroll a bit or resize your browser window.
Many desktop publishers use the same two typefaces — Times Roman and Helvetica —

or go nuts with a wild blizzard of typefaces.

Even if you wish to play it safe, there are many choices other than Times for text or Helvetica for a display typeface.

(For example, the tried-n-true combination:
Century Old Style and ITC Franklin Gothic Heavy.)

(For example, avoid Century Old Style with any Garamond, or with Galliard. Avoid ITC Franklin Gothic with Helvetica or with Frutiger, or Helvetica with Frutiger. Frutiger and Galliard? What do you think?)

Let Daddy Desktop help you make the best type choices, using our vast type library.

We'll set "dummy" headlines and body copy so you can see dramatically how our creativity will enhance yours.

We can help you buy digital type, too. You know, there is no substitute for a really good type library.
Ask Daddy Desktop to help fix up your type layout. Via fax.

Example of refinement:
BAdropcaps1.html
Via fax, inexpensively, like our basic design consulting service

Maybe your columns are the wrong width, typeface too small, line spacing too tight, text hard to read or inappropriate for subject matter.

Perhaps paragraphs are too long, hy-phe-na-
tion too frequent, subheads too weak.

Example: Does coworker hyphenate as cow-
orker?

If you prefer to be outrageous and contrarian, we will lead you to out-of-the-box typography.

Example: Everyone tries to avoid typographic widows. But in ads, they can enhance readability.

We'll help you revamp your project by looking at the big typographic concept and the small typographic details that make it really work.
Here are three ways Daddy Desktop
and our outside typesetters can refine your actual typesetting.
To one of three ascending levels.

Example of refinement
BAheadlines1.html




























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Level 1. Good. Lowest cost.
We'll provide type specs you can implement
on your own, including:
Typeface,
size,
width,
leading,
spacing,
hyphenation.

You do the rest. This approach gives you the the most fun, the most work.

Use Level 1 for any job where the quality of the impression you make

can enhance or hurt company image,

can enhance or hurt your relationships with financial resources,

can enhance or hurt the possibility of selling your company.

Level 2. Better. Moderate cost.
Daddy Desktop will upgrade your typesetting in our shop. We might take time to respace an entire character set of a given typeface. We'll pay attention to subtle two–letter kerning, adjust line breaks in heads and subheads, and in text if it's needed. We'll go a lot further than you would but we won't go bananas.

Use Level 2 for any important job except those we mention below.

Level 3. Best. And expensive.
We'll send the work out to the finest type shops and guide them. They will reset your type in New York or Toronto from scratch to the highest standards. La crème de la crème. Fussy? You don't want to know! This is the CadillacLexusInfinitiBMW of typesetting.

Use Level 3 for national or regional ads of half–to full–page size, for annual reports, for any four–color job that really needs to make an impression of uncompromising quality.

(And don't let your printer ruin it by using their "house sheet" — usually an OK but not impressive paper stock selection. Printers should discount paper if you use a house sheet.)