What Our Lettering Needs: The Contribution of Hermann Zapf to Calligraphy and Type Design at Hallmar

This book is a thorough account of Hermann Zapf's contributions to the artistry and success of Hallmark Cards, an experience that is now fully blended into the company's rich heritage. Since the late '70s, designer Rick Cusick has provided, in articles and presentations, most of what has been written about the Hallmark/Zapf association. This beautifully illustrated book is a tribute to Zapf's own philosophy that the artist's challenge is "to ensure, despite technology and mass production, that beauty is never lost."