Abstract/Summary

This article discusses the evolution of typeface design as a field of practice during a period of globalisation, the gradual dematerialisation of typefaces and transition into font software, and platform independence and interoperability of fonts across platforms, applications, and regions. It maps the evolution of the font industry onto the development of distributed, platform-based networks for visual communication. The article surveys developments through the prism of supply and demand along two axes: font software as a product with low barriers for new publishers, and a gradually globalising market for documents that enables competition between publishers from different regions, and at a range of company sizes. The analysis proceeds on a script-agnostic basis, establishing a framework for reviewing market segments for specific scripts and document types. The article concludes that these trends enable growth while at the same time engendering a risk to local and regional typographic identities and traditions. It is also suggested that the easy with which new foundries can enter the market is misleading, since the market is moving towards an oligopolistic model.