Going through some old books of mine I came across this promotional book called “I wouldn’t have done it like that” produced in 1987 by a London typesetting house called ‘Deputy Serif’. They got 8 of the most respected agency typographers/designers in London to take iconic press ads and re-design them. This was before macs were in common use in agencies and work was sent out to type shops. Deputy Serif used the Berthold Diatronic system.
On leaving college I sought to contact all of these people and was lucky enough to be able to show my book to a number of them and some of the advice I got was invaluable to me then and still is today.
Out of the 8 people featured, sadly Maggie Lewis and Brian Hill are no longer with us. I’m not sure what Roz Walter, Nigel Dawson and Keith Mackenzie are up to these days. Roger Kennedy has continued to produce great work at Saatchi and designed the iconic book “It’s not how good you are, it’s how good you want to be.” by Paul Arden. Len Cheeseman runs his own design studio Ornament in New Zealand. And Robbie Sparks is considered one of the leading experts in training InDesign and Typography in London.
It took me back a bit to see this book and realise how much the way I work has changed since I started out. I spent the first year or two doing type mark-ups before getting my Mac LC. I wonder if I even remember how to do one……mmmmm?