A custom typeface “designed by Paul Rand for Westinghouse, and
developed by Photo-Lettering Inc., New York, includes different
weights, widths and point sizes. In developing the new corporate
look, Rand did not discard entirely Westinghouse’s established
characteristics, but refined the existing mark, logo and typeface
based on Alternate Gothic. The ‘W’ mark was more
boldly underscored, terminals were given bulbous ends. Letters were
condensed in the logo, for compactness, simplicity. A ligature was
formed between ‘s’ and ‘t’ for a stylistic flourish. Ascenders and
descenders of the alphabet were reduced for an overall alignment of
letters. Caps were made smaller in proportion to lower
case. More…
A custom typeface “designed by Paul Rand for Westinghouse, and developed by Photo-Lettering Inc., New York, includes different weights, widths and point sizes. In developing the new corporate look, Rand did not discard entirely Westinghouse’s established characteristics, but refined the existing mark, logo and typeface based on Alternate Gothic. The ‘W’ mark was more boldly underscored, terminals were given bulbous ends. Letters were condensed in the logo, for compactness, simplicity. A ligature was formed between ‘s’ and ‘t’ for a stylistic flourish. Ascenders and descenders of the alphabet were reduced for an overall alignment of letters. Caps were made smaller in proportion to lower case. Results were a more even color, elimination of jumps, and flexibility.” [Art Direction, vol. 13, issue 2]
