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The Mystery of the Dune Font
Putting a name to the typeface that defined the visual identity of
the science fiction series and its author, Frank Herbert
Contributed by Florian Hardwig on Jan 26th, 2023. Artwork published
in
circa 1975
.
The Mystery of the Dune Font 1
Source: www.worthpoint.com License: All Rights Reserved.
In the six decades since the publication of the original Dune novel
in 1965, the science fiction franchise has gone through many
different typographic identities. Notable examples include the use of
Giorgio for the British paperbacks by NEL (c. 1968) and Albertus for
David Lynch's movie adaptation (1984). But another typeface has even
stronger ties to Dune and its author. It appeared on the covers of
dozens of books, including the classic Dune trilogy and its sequels,
and also on other titles by - or about - Frank Herbert, from various
imprints. Strangely enough, the name of this typeface is barely known
even among die-hard fans.
Dune (1965) and Dune Messiah (1969) as published by Berkley Medallion
in September 1975. Cover art by . [More info on ISFDB about Dune and
Dune Messiah]
License: All Rights Reserved.
Dune (1965) and Dune Messiah (1969) as published by Berkley Medallion
in September 1975. Cover art by Vincent Di Fate. [More info on ISFDB
about Dune and Dune Messiah]
Davison Art Nouveau was drawn by lettering artist Meyer M. "Dave"
Davison for Photo-Lettering (PLINC), a typesetting company in New
York City. It was first shown in PLINC's 1967 Alphabet Yearbook.
Basically a bold all-caps roman with long bracketed serifs, Davison
Art Nouveau comes in three variants of increasing ornamentation: Art
Nouveau with Flourishes, Modified, and Ornate.
One-line samples for the three variants of Davison Art Nouveau,
compiled from a page in PLINC's Alphabet Yearbook 1967
Scan courtesy of Michael Babcock. License: All Rights Reserved.
One-line samples for the three variants of Davison Art Nouveau,
compiled from a page in PLINC's Alphabet Yearbook 1967
Each variant includes additional alternates, some of which sport
swashes, fox tail extensions, and curlicues that reach above and
below the line. Depending on which glyphs are selected, the look of
words set in Davison Art Nouveau ranges from sober to discreetly
flowery to full-blown carnivalesque. That's one reason this face
isn't easy to track down - it can take on so many different
appearances. The other reason is that it was exclusive to PLINC. And
PLINC was a service provider, not a font retailer. You couldn't buy
or license a copy of Art Nouveau. If you wanted to have some text set
in this font, you had to place an order at their Manhattan office at
216 East 45th Street, in person or by phone or post.
Children of Dune, first edition by Berkley Putnam, 1976. Cover art by
. [More info on ISFDB] The secondary typeface here is with its
alternate long-legged R.
Source: www.abebooks.com Burnside Rare Books. License: All Rights
Reserved.
Children of Dune, first edition by Berkley Putnam, 1976. Cover art by
Vincent Di Fate. [More info on ISFDB] The secondary typeface here is
Columna Solid with its alternate long-legged R.
Children of Dune (1976). Berkley Medallion, 1977. Cover art by .
[More info on ISFDB]
Source: www.flickr.com Uploaded to Flickr by pulpcrush. License: All
Rights Reserved.
Children of Dune (1976). Berkley Medallion, 1977. Cover art by
Vincent Di Fate. [More info on ISFDB]
A later printing of Children of Dune by Berkley, 1984. Instead of
golden embossed letters, it features plain beige ones.
Source: www.abebooks.com Shoestring Collectibooks. License: All
Rights Reserved.
A later printing of Children of Dune by Berkley, 1984. Instead of
golden embossed letters, it features plain beige ones.
Dune, Dune Messiah, and Children of Dune, in undated paperback
editions by Ace and Berkley Medallion
Source: www.etsy.com Recent Era. License: All Rights Reserved.
Dune, Dune Messiah, and Children of Dune, in undated paperback
editions by Ace and Berkley Medallion
The liaison between Dune and Davison Art Nouveau started in September
1975, when the typeface was used by Berkley Medallion for a paperback
edition of the first two novels. At the time, the Berkley imprint was
owned by New York-based publisher G.P. Putnam's Sons. When Berkley
Putnam published the first hardcover edition of the third novel,
Children of Dune, in 1976, the new typographic identity was applied
there, too. Later on, Putnam used the typeface on the jackets for
hardback editions of other, unrelated books authored (or coauthored)
by Frank Herbert.
After Berkley acquired Ace Books in 1982, Ace took over as Putnam's
publisher for science fiction paperbacks. During this period, some of
Herbert's books also appeared under the Del Rey imprint. Despite the
change in imprints, though, the link between Herbert and Art Nouveau
lasted - that is, until around 1988. Such "author branding" was
rather common, especially with science fiction and fantasy writers.
Other examples on Fonts In Use include Roslyn Gothic for Philip K.
Dick, Dynamo and Corporate for Arthur C. Clarke, and Pipeline for
Robert Heinlein.
The uncredited typographer worked with the Modified variant - at
least that's what the A with curved bar and the E with curling middle
bar shown in the limited typeface samples I've been able to compare
suggest. The letterforms were used with varying degrees of
condensation, something that was easily done with phototype. Given
that Art Nouveau came with so many alternates, its use for Dune and
beyond is impressively consistent. Across the dozens of applications,
only a handful of variant glyphs were employed: see for example the
two forms for A, one of them with a right stem that curves inward;
the R with the curling terminal for "Trilogy" versus the one in
"Frank Herbert" on the box set below; or the S with and without ball
terminal at the top.
Right from the start, Friz Quadrata was introduced as the supporting
typeface, a choice that was maintained for most of the following
books.
This post showcases a considerable number of book covers and jackets
featuring Art Nouveau, more or less in chronological order, without
aiming for completeness. The credit for selecting Art Nouveau
probably goes to an unknown art director working at the Berkley
Publishing Corporation. My research didn't turn up any names. If you
have any additional insight, please leave a comment.
Dune Trilogy: The first three books were also issued in a boxed set
by Berkley Medallion, 1977. [More info on ISFDB] "The complete" is
added in caps from .
Source: i.ebayimg.com License: All Rights Reserved.
Dune Trilogy: The first three books were also issued in a boxed set
by Berkley Medallion, 1977. [More info on ISFDB] "The complete" is
added in caps from Futura.
The Worlds of Frank Herbert (1970), Berkley Medallion, 1977. Cover
art by . [More info on ISFDB]
Source: sparrowsbookshop.com Sparrow's Bookshop (edited). License:
All Rights Reserved.
The Worlds of Frank Herbert (1970), Berkley Medallion, 1977. Cover
art by Paul Alexander. [More info on ISFDB]
Whipping Star (1970), Berkley Medaillon, 1977. Cover art by . [More
info on ISFDB]
Source: www.flickr.com Uploaded to Flickr by Boy de Haas. License:
All Rights Reserved.
Whipping Star (1970), Berkley Medaillon, 1977. Cover art by Paul
Alexander. [More info on ISFDB]
The typographic identity extended to items other than books, too.
Frank Herbert's Dune Calendar 1978 was published by Berkley in 1977,
with illustrations by John Schoenherr.
Source: biblio.sg Lost Paddle Books. License: All Rights Reserved.
The typographic identity extended to items other than books, too.
Frank Herbert's Dune Calendar 1978 was published by Berkley in 1977,
with illustrations by John Schoenherr.
The Dune Calendar 1978 doesn't only offer stunning art ...
Source: poshmark.com nickycnj. License: All Rights Reserved.
The Dune Calendar 1978 doesn't only offer stunning art ...
... it's also a great resource if you're looking for a complete set of
numerals from Davison Art Nouveau.
Source: poshmark.com nickycnj. License: All Rights Reserved.
... it's also a great resource if you're looking for a complete set of
numerals from Davison Art Nouveau.
The Illustrated Dune, illustrated by John Schoenherr, Berkley
Windover, August 1978
Source: www.etsy.com JackiesJewelryBooks. License: All Rights
Reserved.
The Illustrated Dune, illustrated by John Schoenherr, Berkley
Windover, August 1978
The Dosadi Experiment (1977), Berkley, 1978. Cover art by . [More
info on ISFDB]
Source: www.flickr.com Uploaded to Flickr by Cadwalader Ringgold.
License: All Rights Reserved.
The Dosadi Experiment (1977), Berkley, 1978. Cover art by Paul
Alexander. [More info on ISFDB]
Destination: Void (1966), Berkley, Dec. 1978. Cover art by . [More
info on ISFDB]
Source: www.flickr.com Uploaded to Flickr by admiral.ironbombs.
License: CC BY-SA.
Destination: Void (1966), Berkley, Dec. 1978. Cover art by Paul
Alexander. [More info on ISFDB]
The Jesus Incident (1979) by Frank Herbert & Bill Ransom, Berkley,
1980. Cover art by . [More info on ISFDB]
Source: www.flickr.com Uploaded to Flickr by Chad. License: All
Rights Reserved.
The Jesus Incident (1979) by Frank Herbert & Bill Ransom, Berkley,
1980. Cover art by Paul Alexander. [More info on ISFDB]
Soul Catcher (1972), Berkley, 1979 (this printing from 1985). Cover
art by Wayne Barlowe. [More info on ISFDB]
Source: www.abebooks.com Comic World. License: All Rights Reserved.
Soul Catcher (1972), Berkley, 1979 (this printing from 1985). Cover
art by Wayne Barlowe. [More info on ISFDB]
The Godmakers (1972), Berkley, 1981. Cover art by . [More info on
ISFDB]
Source: www.flickr.com Uploaded to Flickr by Boy de Haas. License:
All Rights Reserved.
The Godmakers (1972), Berkley, 1981. Cover art by Paul Alexander. [
More info on ISFDB]
God Emperor of Dune, first US edition by Putnam, 1981. Cover art by .
[More info on ISFDB]
Source: www.antiqbook.com RareBookCellar.com. License: All Rights
Reserved.
God Emperor of Dune, first US edition by Putnam, 1981. Cover art by
Brad Holland. [More info on ISFDB]
God Emperor of Dune, Berkley, Sep. 1981. [More info on ISFDB]
Source: www.flickr.com Uploaded to Flickr by Boy de Haas. License:
All Rights Reserved.
God Emperor of Dune, Berkley, Sep. 1981. [More info on ISFDB]
The Book of Frank Herbert (1973), Berkley, 1981. Cover art by . [More
info on ISFDB]
Source: archive.org License: All Rights Reserved.
The Book of Frank Herbert (1973), Berkley, 1981. Cover art by Vincent
Di Fate. [More info on ISFDB]
Under Pressure, originally titled The Dragon in the Sea (1956), Del
Rey / Ballantine, 1981. Cover art by David B. Mattingly. [More info
on ISFDB]
Source: www.etsy.com MadisonPaperback (edited). License: All Rights
Reserved.
Under Pressure, originally titled The Dragon in the Sea (1956), Del
Rey / Ballantine, 1981. Cover art by David B. Mattingly. [More info
on ISFDB]
The Heaven Makers (1968), Del Rey / Ballantine, 1982. Cover art by
Darrell K. Sweet [More info on ISFDB]
Source: www.etsy.com TheCloudyLion (edited). License: All Rights
Reserved.
The Heaven Makers (1968), Del Rey / Ballantine, 1982. Cover art by
Darrell K. Sweet [More info on ISFDB]
The White Plague, first edition by Putnam, 1982. Cover art by . [More
info on ISFDB]
Source: www.abebooks.com Evening Star Books. License: All Rights
Reserved.
The White Plague, first edition by Putnam, 1982. Cover art by Abe
Echevarria. [More info on ISFDB]
The Lazarus Effect by Frank Herbert and Bill Ransom, first edition by
Putnam, 1983. Cover art by . [More info on ISFDB]
Source: www.abebooks.com Sierra Sales. License: All Rights Reserved.
The Lazarus Effect by Frank Herbert and Bill Ransom, first edition by
Putnam, 1983. Cover art by Abe Echevarria. [More info on ISFDB]
The Dune Encyclopedia by Willis Everett McNelly (ed.), a collection
of essays written as a companion to the Dune series, first edition by
Berkley, 1984. [More info on ISFDB]
Source: www.reddit.com CeeNain (digital recreation of the original
cover). License: All Rights Reserved.
The Dune Encyclopedia by Willis Everett McNelly (ed.), a collection
of essays written as a companion to the Dune series, first edition by
Berkley, 1984. [More info on ISFDB]
Chapterhouse: Dune, first edition by Putnam, April 1985. Cover art by
. [More info on ISFDB]
Source: www.flickr.com Uploaded to Flickr by Drummkopf. License: CC
BY.
Chapterhouse: Dune, first edition by Putnam, April 1985. Cover art by
John Schoenherr. [More info on ISFDB]
Heretics of Dune (1984), Berkley, April 1986. Cover art by . A
similar edition was published by Ace in 1987. [More info on ISFDB]
Source: www.flickr.com Uploaded to Flickr by Drummkopf. License: CC
BY.
Heretics of Dune (1984), Berkley, April 1986. Cover art by John
Schoenherr. A similar edition was published by Ace in 1987. [More
info on ISFDB]
God Emperor of Dune (1981, see above), Ace, June 1987. Cover art by .
[More info on ISFDB]
Source: www.flickr.com Uploaded to Flickr by livredesombres.
License: All Rights Reserved.
God Emperor of Dune (1981, see above), Ace, June 1987. Cover art by
Vincent Di Fate. [More info on ISFDB]
Frank Herbert: The Maker Of Dune, edited by Tim O'Reilly, Berkley,
1987. [More info on ISFDB]
Source: www.flickr.com Uploaded to Flickr byJim Linwood. License: CC
BY.
Frank Herbert: The Maker Of Dune, edited by Tim O'Reilly, Berkley,
1987. [More info on ISFDB]
The Ascension Factor by Frank Herbert and Bill Ransom, first edition
by Putnam, 1988. Cover art by Ron Miller. [More info on ISFDB]
Source: www.abebooks.com Rare Book Cellar. License: All Rights
Reserved.
The Ascension Factor by Frank Herbert and Bill Ransom, first edition
by Putnam, 1988. Cover art by Ron Miller. [More info on ISFDB]
Davison Art Nouveau in the digital age
Photo-Lettering, Inc. didn't make the transition to digital
typesetting and went out of business in 1997. Davison Art Nouveau
disappeared together with the company and thousands of other alphabet
designs. In 2003, House Industries purchased the assets. The Delaware
design studio partnered with Erik van Blokland and Christian Schwartz
and started digitizing a number of typefaces by PLINC, with the help
of friends and colleagues. These were initially made available in
2009 via a special web service that replicated the exclusive PLINC
experience for the digital age. House Industries later switched to
offering them for conventional licensing. At the time of writing,
Davison Art Nouveau is not among the digitized designs.
In 2009, a Dune aficionado who goes by the moniker DuneFish (DFUK)
and/or MEP made a digital font called Orthodox Herbertarian,
"painstakingly traced from scans of the typeface that was used on the
American Ace editions [...] of Dune and many other Frank Herbert
books". This amateur digitization is freely available at
kullwahad.com. The font is caps only (A-Z), with a basic set of
punctuation characters and scaled-down caps in the lowercase. Because
it's based on the book covers (as opposed to the original typeface),
it naturally adopts the narrowed proportions. Orthodox Herbertarian
is a laudable effort, but it doesn't include any of the alternates or
the numerals. In 2020, Reddit user purgruv added lowercase letters
and numerals to this freebie and offered it for download as Extended
Herbertarian. The additions aren't faithful to the original and
unfortunately aren't well drawn, either.
Orthodox Herbertarian arguably covers the needs of most Dune fans.
Nevertheless, I hope to see a professional, fully featured
digitization of Davison Art Nouveau one day.
The original Davison Art Nouveau in three variants (line 1-3) with
some - but not all - of its alternates, compared to the digital
Orthodox Herbertarian (line 4). As a basic caps-plus-small-caps font
without any extras, the freebie can do only so much. It is a decent
option if you want to quickly emulate Dune's typographic style,
though.
Photo: Florian Hardwig. License: CC BY-NC-SA.
The original Davison Art Nouveau in three variants (line 1-3) with
some - but not all - of its alternates, compared to the digital
Orthodox Herbertarian (line 4). As a basic caps-plus-small-caps font
without any extras, the freebie can do only so much. It is a decent
option if you want to quickly emulate Dune's typographic style,
though.
Thanks to B., G., and Justin Hoggard, who all suggested I write an
article about this use; and to Caren Litherland for the valuable
edits. Kudos to the Internet Speculative Fiction Database, which
helped a lot in identifying and dating the numerous editions and
printings.
Typefaces
* Davison Art Nouveau
* Friz Quadrata
* Columna Solid
* Helvetica
* Futura
* News Gothic
Formats
* Books (4524)
Topics
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Designers/Agencies
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* John Schoenherr (5)
* Paul Alexander (2)
* Brad Holland (1)
* Abe Echevarria (1)
* Ron Miller (2)
* Darrell K. Sweet (1)
* David B. Mattingly (1)
* Wayne Barlowe (2)
* unknown (2549)
Tagged with
* Frank Herbert (9)
* Dune (12)
* Berkley Books (13)
* Ace Books (20)
* Putnam Books (1)
* paperbacks/softcovers (1108)
* book covers (3963)
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* iconic uses (103)
* 1970s (1199)
* 1980s (472)
* phototype (52)
Artwork location
* United States (7092)
* New York City (1947)
In Sets
* Photo-Lettering, Inc. (Florian Hardwig) (333)
6 Comments on "The Mystery of the Dune Font"
1. Tony Dardis says:
Jan 27th, 2023 12:02 pm
My father, Tom Dardis, was editor-in-chief at Berkley in 1965
(until 1972). I know he cared about typefaces. I don't know what
his involvement was with the design of the original Dune.
2. Florian Hardwig says:
Jan 27th, 2023 1:01 pm
Thank you for your comment, Tony. Tom Dardis was one of several
names I came across while looking for people who might have been
involved in the typeface selection and typographic design.
Unfortunately, this aspect - unlike the cover art - is hardly
ever credited, and it's difficult to find out any details some
fifty years later. It must have been someone who was on staff in
1975, and - assumably - in the role of an art director. Your
father might have known that person.
3. Paul Nouveaufan says:
Jan 27th, 2023 3:25 pm
Thank you so much for this article! I have an affection for
1960s-70s/art nouveau-crossover typography and have previously
searched unsuccesfully for information about this typeface. It's
amazing to have found your article just a day after you posted
it.
Orthodox Herbertarian is a good freebie, but as you say, it would
be great to see a full digitization of Davison Art Nouveau.
4. Mark Simonson says:
Jan 27th, 2023 3:44 pm
Davison Art Nouveau is one of those faces that is so strongly
associated with a specific use (typecast, you could say) that it
would be difficult to use it for anything else without seeming to
reference Dune or Herbert.
Also, so glad you managed to identify it. I gave up years ago.
5. Johanan Ottensooser says:
Jan 27th, 2023 6:57 pm
Mark, super appreciate "typecast" there mate
6. Florian Hardwig says:
Jan 27th, 2023 8:09 pm
Thanks, Mark. I tend to agree. Then again, the covers employed
only a fraction of the typeface's possibilities. I can imagine
that Davison Art Nouveau used without stretching and with some of
its other letterform variants - either the straighter ones or
those with the extending flourishes - wouldn't evoke Dune or
Herbert. I found a number of other uses of Davison Art Nouveau,
some of which I'll post later, but those all predate this use,
suggesting that the typeface was indeed considered "taken" for a
long time. Today there are younger generations who have never
seen these editions. When they hear Dune, they might rather think
of the typographic design made for the 2021 film.
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Contributed by Stephen Coles
The Lord of the Rings, George Allen & Unwin editions
* Hawthorn
The Travelers by Regina Porter2019
* Michael Morris
Contributed by Chris Purcell
The Travelers by Regina Porter
* Century Gothic
Luis Felipe Noe en la Bienal de Veneciac. 2009
* Mario Gemin
* Mariano Morales
Contributed by Emtype Foundry
Luis Felipe Noe en la Bienal de Venecia
* Relato Sans
Muhammad Ali (self-initiated book)2012
* Rob Duncan
* Mucho
Contributed by Stephen Coles
Muhammad Ali (self-initiated book)
* Knockout
More Fonts In Use
Julieta movie identity2016
* Barfutura
Contributed by Frank Griesshammer
Julieta movie identity
Staff Pick
* ITC Grouch
Onder het zink: Un abecedaire de Paris2004
* Tessa van der Waals
Contributed by Font Bureau
Onder het zink: Un abecedaire de Paris
Staff Pick
* Giza
Domaine de Canton2015
* Mucca
* Matteo Bologna
Contributed by Darden Studio
Domaine de Canton
Staff Pick
* Corundum Text
* Argent Latin
* Argent Grotesque
Burglar series by Lawrence Block, Random Housec. 1977
* Emanuel Schongut
* Richard Adelson
Contributed by Florian Hardwig
Burglar series by Lawrence Block, Random House
Staff Pick
* Plaza
* Wexford
* ITC Avant Garde Gothic
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