Since I wrote about my love for Mike Perry, I’ve wanted to put something together about another of my major lettering/type heroes but I knew very little about the man behind the work. I fell in love with some of Herb Lubalin’s work when I was nearing the end of my MA in 2014 but looking further into it, I realised that that what I actually loved about it wasn’t necessarily to do with him, and more to do with a sort of “invisible partner.” With that in mind, this entry may be a little smaller than the others I’ve written because I couldn’t find as much information and I couldn’t even find a decent headshot for the intro, but I have managed to cobble together enough and fact-check it for the purposes of this blog. So without further ado, allow me to introduce to you the work of the silent legend, Tom Carnase.
Born in The Bronx, New York City in 1939, Thomas Paul Carnase has produced some of the most memorable product lettering and logographic designs of the last 50 years for a Who's Who of corporate clients, including Brooks Brothers, Calvin Klein, Saks Fifth Avenue, Consumer Reports, Fortune magazine and L'eggs. In addition, he has designed, or co-designed, over 100 typefaces.
Some of Carnase’s most significant early work came out of his partnership with the design legend Herb Lubalin. Formed in 1969, design agency Lubalin, Smith, Carnase, Inc. produced the iconic ITC Avant Garde, a typeface inspired by publisher Ralph Ginzburg's new magazine of the same name. The design history of the type is complex, and was based on initial sketches by Herb Lubalin for the magazine's masthead design. Carnase, however, developed and drew many of the additional letterforms necessary for a full typeface, as well as additional weights and styles. The illustration to the left is a typically Lubalin-esque composition of the typeface which was originally commissioned by the Type Directors Club in New York. The typeface itself, Avant Garde, subsequently influenced an entire generation of graphic designers.
In 1980, Carnase co-founded the World Typeface Center, out of which came WTC Our Bodoni, a typeface collaboration with Massimo Vignelli. Other type produced by Carnase for WTC include Carnase Text, Favrille, WTC Goudy, and Our Futura.
He later maintained an independent design studio in which he used his frankly extraordinary lettering skills to create logos and other corporate identity work that perfectly captured his clients' products. One of the other areas that really inspires me about Carnase is his teaching career; he’s taught and lectured at the University of Cincinnati, the Pratt Institute, Parson's School of Design, the Cleveland Institute of Art, and RIT. He now operates a small studio out of Palm Springs, California.
Even though I discovered his work through his collaborations with Herb Lubalin, I was first properly drawn to Carnase’s work while doing some research on Milton Glaser, who is also from The Bronx, and was really taken by his versatility and attention to detail in the creation of his letterforms.
For me the difference between Perry and Carnase’s work comes down to how they work with type. They both understand it in very different, but very intimate ways; Perry knows it on a very personal level, how letters behave, their personality, while Carnase knows them at a much more technical/anatomical level.
I've said it before when I was analysing my rebranded logotype back in 2017, but I do have a bit of a thing for Spencerian-style scripts because I love the contrast of sharp points and silky curves, but these two examples are key inspirations of mine.
The first is the lettering used on the cover of the 1977-1978 Cooper Union course catalogue and is one of the first examples of Spencerian script that inspired the redesign of my logotype; the simplicity of the layout, the lack of reliance on superfluous flourishing and delicate letterform construction.
The second is the logotype for the New York steel-engraving company “Steelograph” which was celebrated for the quality of its work. Created to express the high level of workmanship offered by these specialists. Quite often Spencerian style scripts are seen as fussy and overwrought, especially when accompanied by detailed flourishing, but here we’re seeing the detailed line work forming a natural extension to the letterforms.
Carnase’s work has a striking simplicity, which I think is similar in some way to Mike Perry’s typographic work in that there’s an understated quality that almost disguises the workmanship that goes into creating the letterforms and their overall composition. I chose this piece, “Candy”, from the RIT collection of Carnase’s work on purpose because even though it’s a very different style to the other two I’ve chosen (it’s very reminiscent of ITC Benguiat, which was also designed in 1977) namely because the letterform style is much heavier, but it still keeps the same key features of Spencerian lettering with the sharp serifs and beautiful curves.
I’d love to see some of the development work behind these designs. One of the things that gets to me is that we always see the finished product in all it’s glory, but we rarely get to see how the artist/designer got to that stage; how they decided on the composition, the placement of the flourishing, right down to the fine details.
I think now that I have the school holidays on my side, I can use that time to play with developing my own work into something that celebrates letterforms. I’ve also been thinking of referencing traditional archiving techniques, such as cyanotype, as a way of defining a working style of my own.