Sharon Ford
Manager - Fitness Instructor
Shop 9, 44-68 Fernleigh Road
Turvey Park Shopping Complex
Turvey Park NSW 2650


Dear Mrs Sharon Ford

On the 23rd May 2011, Elise Penton, Skye Spencer and Philippa Hoey approached you to discuss possible corporate identity.

You have requested a possible logo for your corporate identity, possible advertising through fliers, motivational posters, business cards, pull out posters, letterhead, t-shirts, bags, car stickers, shop window stickers and further promotional material.

In response to your request, based on our knowledge, time management, experience and skills, we are submitting this proposal to you as we have come to an agreement that, at this stage, we will be pursuing your corporate identity through a standard logo.

For the new marketing strategies for the ‘Fitness 4 Women’ business, the services we will be providing you are: Logo Design and Corporate Identity.

Graphics consistent with Client’s corporate identity will be incorporated as a fluid design element throughout the business.

We will undergo 3 steps in completion of the corporate identity.

1. We will create a series of draft logo designs for you to choose from.
2. We will then improve the chosen logo from the draft.
3. The final draft will be presented to you for your approval.

Any other requests will be discussed in a later date.

Regards,

On Monday 23rd May, Elise, Skye and myself approached Sharon Ford, the business owner of Fitness 4 Women to discuss possible marketing strategies. We sat down with Sharon and discussed what she wanted for her business, we listened and documented what was wanted.

Sharon wanted:

- a logo
- mail box drop, flier
- motivational posters
- pull out posters
- letterhead
- t-shirt, back packs
- car stickers
- shop window stickers
- business cards
- 12 day pass card
- signage
- promotional material (nail files, pens, hats, etc.)

We took this information away with us and discussed what we can and cant do, due to time management, skills, knowledge and experience. Based on this information we came up with the definite possibilities:

- a logo


Compared to the possibilities we may undergo on a later date:

- mail box drop, flier
- motivational posters
- business cards
- 12 day pass card
- pull out posters
- letterhead
- t-shirt, back packs
- car stickers
- shop window stickers
- promotional material (nail files, pens, hats, etc.)

We decided to just go with the logo for now as its the major part of this project and will determine how the other pieces will be designed.

Frost* Design specialise in a variety of areas including advertising, digital design, fashion, graphic design, typography, promotional packages, signage and general interior design, wall features and structural art.

Frost* Design has a new style, a kind of different yet modern style that is demonstrated brilliantly throughout everything they produce. Their style is simple, clean and is surely seen around a lot these days.

Frost* Design have completed jobs with companies such as QANTAS, Redfern, a number of cookbooks such as Salade by Damien Pignolet (French), INDIA by Pushpesh Pant (Indian Recipe Book).

Frost* Design has also designed online material, including the online banners for the first reloadable prepaid credit card in Australia, available through myspace in conjunction with ANZ and Visa. The online QANTAS Annual Report, Futuretainment, International School of Colour and Design website and advertising for Gungog Film Festival.

Frost* Design have also opened a new safe sex campaign for Aids Council NSW (ACON)

Frost* Design have also completed jobs such as adverts for Futu Magazine, MonumeNTal Television Commercial, Sydney Dance Company poster for INUK2, The Alphabet Foundation website, QVB posters, Sheesham and Lotus Album cover, Spirit of Youth Awards television commercials and posters, Café Sydney Website, Kakadu National Park website, Venice Biennale Exhibition and much much more.

http://frostdesign.com.au/

http://byte.frostdesign.com.au/








i love catalina estradas work!! its amazingly beautiful and every piece catches my attention. one day i want to create a piece just like estradas :)

The Art Nouveau style made itself known and present between the 18802 to the 1910s. Art Nouveau was influenced strongly by artist Alphonse Mucha. After he produced a lithographic poster in 1895, the style became popularized, as did Alphonse. The style was firstly known as the ‘Mucha Style’ before it became known as ‘Art Nouveau’.

Art Nouveau was most popular in Europe and the British Islands, but its influence was global. The Art Nouveau monuments are now recognised by UNESCO with their World Heritage List as significant contributions to cultural heritage.

William Morris was a well-known artist for his Art Nouveau style art. Although this art movement was also a style of distinctive individuals such as Gustav Klimt, Charles Rennie Mackintosh, Alphonse Mucha, Rene Lalique, Antoni Gaudi and Louis Comfort Tiffany, each of who interpreted it in their own way.

The Art Nouveau style is known for its flora and fauna, as well as its flowing lines and repetitive patterns. A particular piece of this style of artwork is the image of a woman with a lot of curves and long wavy hair. Visual standards of the Art Nouveau style are flat, decorative patterns, intertwined organic forms of stems or flowers. Art Nouveau emphasized handcrafting as opposed to machine manufacturing, the use of new materials. Although curving lines characterize Art Nouveau, right-angled forms are also typical, especially as the style was practiced in Scotland and in Austria. As you may notice, a lot of churches have stained glass windows that were actually influenced by the Art Nouveau style.

Although Art Nouveau was replaced by 20th-centruy modernist styles, it is considered now as an important transition between the historicism of modernism.








This image was taken in my parents back path garden. These moths come out every afternoon at 5.45pm to suck the nectar from these flowers. If you look closely you can see their long orange tongues.

Animal Logic was established in 1991, it quickly earned a reputation as on the worlds leading design, visual effects and animation companies. Animal logic continues to produce award-winning work for a diverse, international clientele, with studios in Sydney Australia and an office in Los Angeles California.

Animal logic has worked successfully with leading advertising agencies and television commercial directors which enabled Animal logic to expand into feature film work including, Babe, The Matrix, 300 and culminating in the release of Australia’s first digital animated feature Happy Feet.

Animal logic has done a lot of ads, some you might recognise as the Optus ad, the target colours ad, Honda jazz ad, Mars bar ad, Pure blonde ads, Carlton draught and Toohey’s ads. Animal logic is famous for their digital animation; I guess it’s why they are as famous and popular as they are. If I were to choose a company to do digital animation or commercials I would defiantly recommend animal logic.

Not only does the company Animal Logic have a vast client base throughout the world they also have a long history of developing and supporting software products. They have created and built on software products such as Mayaman, Maxman, Softman, PRman. By developing these programs and software animal logic has made 3D programs and software available to not only big businesses but one-man businesses from home.

Animal Logic has worked on many high end visual effects for commercials and television programs. They have worked and designed projects for clients such as Cartoon Network and Spicks and Specks they have worked on the award winning film Happy Feet. In November 2009 Animal Logic ranked 447 in the Top500 super computer sites.

Animal Logic's online presence is wide and varied. Information found on Wikipedia is the same as what is provided on their own website. Contact information is provided on the Fox Studios Australia website; filmography is listed on the Internet Movie Database (IMDB); and they have accounts for people to follow on Twitter, Facebook and LinkedIn.

Their own website is quite impressive. It is a Flash based site with stills from movies and commercials they have made looping on the background; is quite interactive (particularly in the section where you can 'meet' some of the people who work there) and has a lot of images, film clips and information about the movies, commercials, designs, jobs and products (software) they develop.

Their style, based on their portfolio, is impressive, varied, interesting and memorable. Their work is different and 'outside the box' which is why is it is memorable, although most people would never have heard of them.

Their work targets several different audiences from children with films such as happy feet, babe and legend of the guardians to adults with films such as 300, 28 weeks later and world trade center. It is hard to develop a single opinion on them as if there is something you don't like made by them then there will most certainly be something else that you would like. This is a result of several unique advertisements and filming effects that adhere to everyone's likes and interests.











1. What is intellectual property and is it the same as copyright?

“Intellectual property” is a general term covering a number of areas of law. Copyright is one of these areas so no they are not the same thing.

2. How would you register your design for copyright and how much would it cost?

There is no registration system for copyright in Australia and copyright its free, there is no cost when copyrighting something of your own. Copyright protection automatically applies when something is created.

3. I have an idea about a logo design, is it covered by copyright?

Yes, copyright applies automatically when material is created.

4. What is the name of the federal legislation covering copyright law in Australia?

In Australia, copyright law is set out in the Copyright Act 1968 (Cth). This is federal legislation, and applies throughout Australia.

5. What does Copyright protect?

Copyright pretty much protects anything that has been created by someone, against frauds and people that breech the copyright code. If copyright is breeched the person claiming the piece of work to be their own, when it isn’t, will be charged with an excessive amount of money. Copyright is a legal right, giving the copyright owner the legal right to take action if somebody else uses the copyright material (without permission) in one of the ways reserved to the copyright owner, unless an exception to infringement applies.

6. What is the Copyright notice and its purpose?

The copyright notice consists of the symbol ©, followed by the name of the copyright owner and the year of first publication: for example, “© Gus OʼDonnell 1968”. For sound recordings, the letter “P” (for phonogram) in a circle or in brackets is used instead of the “C” in a circle. The “copyright notice” does not need to be on something to ensure that it is protected by copyright in Australia or in most other countries, but it does remind people that the work may be protected. It also lets people know who is claiming copyright. Copyright owners can put the notice on their work themselves; there is no formal procedure.

7. What evidence could you provide to a court to prove you’re the copyright owner of a logo you’ve designed?

Evidence to prove that any work has been created by you can include sketches, drafts or ideas that were made prior to the completion of the creation. This will prove that you actually worked on the piece, put ideas down, etc.

8. If an artwork appears in an Art Gallery, does the Gallery own copyright for that item?

If the work is held in an art gallery or museum, the gallery or museum may be able to authorize its use or be able to help you to contact the rights owner. The fact that organizations or people own physical items does not necessarily mean that they also own copyright in those items.

9. If I’m employed by a company as their in-house graphic designer, who would generally own the copyright?


The company would generally hold the copy rights unless a written agreement/contract states otherwise.


10. If I’m working as a freelance Graphic Designer and create a logo for a company, who would generally own the copyright for the logo?

The graphic designer would hold the rights in this situation as they would be outsourced, unless they have a written agreement/contract giving the company the copyrights.

11. How much of an artistic work can I safely use without infringing on copyright?

Generally, making changes to something wonʼt avoid a copyright infringement.

If, for example, you want to use something someone else has created – on your website, or in a brochure, or even for purely personal purposes – you might need permission even if you are using only a small part of that material, or if you make changes to it.

When working out whether or not you will need to get permission, it is more important to look at what is still the same, rather than what has been changed. You will usually have a copyright issue to deal with if you are using any important, distinctive or essential part of the original material – this may or may not be a large proportion of that material.

12. If you’ve done everything in your power to identify the copyright owner but they won’t contact you back, is it ok to use the work without permission as long as you use a ‘good faith notice’ stating you were unable to contact them?

You can use work without permission with a ‘good faith notice’ however this does not alter your legal liability for infringement.

13. Who is VISCOPY and what might they come in handy for?

A licence may be available from VISCOPY, the visual arts copyright collecting society, for the reproduction of works of art from Australia or overseas.

14. What are moral rights?

Moral rights are personal legal rights belonging to the creators of copyright works and cannot be transferred, assigned or sold. “Moral rights” are the rights individual creators have in relation to copyright works or films they have created. Moral rights are separate from the “economic rights” of the copyright owner, such as the right to reproduce the work or communicate it to the public. The creator of a work, who holds moral rights, is not necessarily the owner of copyright in the work.

15. How would you go about obtaining copyright clearance for an artwork you want to use that you’ve found on the internet?

The process of obtaining a licence called “clearing copyright” when you contact the person who created the work or holds the copy rights, you would ask for a “licence” to use the material, a licence may be granted subject to conditions like a contract, which may include payment of a fee. However if you cannot find the copy rights holder or they do not contact you back, you can use work without permission with a ‘good faith notice’ however this does not alter your legal liability for infringement.

16. What is a Trademark and how do you register one?

If you are using a name or logo (and in some cases, a colour, sound or smell) in your business, you may be able to register it as a trade mark. Unlike copyright, trade mark protection requires registration and paying a fee. Registration gives you protection against other people using a substantially identical or deceptively similar mark in the course of trade. Trade marks are registered with IP Australia (http://www.ipaustralia.gov.au).

17. What does a Patent protect?

Patents protect inventions, including processes, methods and techniques. However, the protection will only be granted for a device, substance, method or process if it is new, inventive and useful. Patent protection requires registration with IP Australia (http://www.ipaustralia.gov.au).

18. Define Defamation.

The law of defamation protects peopleʼs reputations, and concerns the way you speak about or refer to people and how you use their images. For an introductory overview, see the “InfoSheet” on the website of the Arts Law Centre of Australia (http://www.artslaw.com.au).



David Carson is principal and chief designer of David Carson Design, Inc. with offices in New York City and Charleston, SC.

Carson graduated with "honors and distinction" from San Diego state university, where he received a BFA degree in sociology. A former professional surfer, he was ranked #9 in the world during his college days. Numerous groups including the New York Type Directors Club, American Center for Design and I.D. magazine have recognized his studio's work with a wide range of clients in both the business and arts worlds. Carson and his work have been featured in over 180 magazine and newspaper articles around the world, including a feature in Newsweek magazine, and a front page article in the new york times . London-based Creative Review magazine dubbed Carson "Art Director of the Era." The American Center for Design (Chicago) called his work on Ray Gun magazine "the most important work coming out of America." His work on Beach Culture magazine won "Best Overall Design" and "Cover of the Year" from the Society of Publication Designers in New York.

Carson's first book, with Lewis Blackwell, The End of Print, (forward by David Byrne) is the top selling graphic design book of all time, selling over 200,000 copies, and printed in 5 different languages. The work featured in The End of Print is the subject of various one-man exhibitions throughout Europe and Latin America, Asia and Australia. Carson's other titles include 2nd Sight, Fotografiks (with design historian Philip Meggs). He has two recently released books, TREK and The Book of Probes with Marshall McLuhan. David is also art director for the Mcluhan estate("the medium is the message").

Carson lectures extensively throughout the world, as well as at colleges throughout the U.S., including Cranbrook, ARTcenter, Notre dame, RISD and Cal Arts. he has had numerous one man exhibitions of his work worldwide, and has spoken at over 100professional symposiums, including "Designer As Editor" at the Design Institute in Amsterdam. He teaches a week long workshop at the school of visual arts in NYC each summer.

The International Center for Photography (NY) singled out Carson as the "Designer of the Year" for his use of photography and design. Print Magazine proclaimed his work "Brilliant," while USA Today described it as "visually stunning," adding that his design of Ray Gun Magazine "may actually get young people reading again.

"Typography, a title published by Graphis magazine (NY), lists Carson as a "Master of Typography." I.D. magazine chose Carson for their list of "America's most innovative designers". A feature in Newsweek magazine said of Carson "he changed the public face of graphic design". The graphic design publication Emigre devoted an entire issue to Carson, the only American designer to be so honored in the magazine's history. And in April 2004, London based creative review magazine calls David, "the most famous graphic designer on the planet". David recently picked up 4 gold awards at the Charleston ADDY awards, including a "special judges award" for "professionalism".

In the past few years, Carson has branched out into film and television to direct commercials and videos. He directed the launch commercials for Lucent technologies and teamed up with William Burroughs in Carson's short film, "The End of Print". He also collaborated with Harvard Business School professor John Kao on a documentary entitled "The Art and Discipline of Creativity." David designed the worldwide branding campaign for Microsoft in 1998, as well as the worldwide advertising for Giorgio Armani (Milan). He has appeared in advertisements endorsing Apple Computers, Samsung monitors and various paper companies. Carson has art directed and designed Surfer, twSkateboarding, twSnowboarding, Beach Culture, and Ray Gun magazines. He has an extensive list of international clients: Nine Inch nails, Toyota, Mercedes Benz, Bank of Montreal, Microsoft, Quiksilver, Meg Ryan, David Byrne, Bush, Pepsi, and Xerox.

David is featured in both "The History of Graphic Design" by Philip Meggs, as well as"The Encyclopedia of Surfing" by Matt Warsaw.

He currently serves as Creative Director for the Gibbes Museum of Art in Charleston, and recently designed a special issue of Surfing Magazine titled "Explorations" which came out in July of '04. He also recently directed a television commercial for the progressive UMPQUA Bank in Seattle, Washington.

David's work continues to be subjective and largely driven by intuition, with an emphasis on reading material before designing it, and experimenting with ways to communicate in a variety of mediums. Carson remains a hands on designer, keeping his studio small and mobile.

Neville Brody studied graphic design at the London College of Printing from 1977 until 1980. In the early 1980s Neville Brody became art director at Fetish Records. Belonging to the fringe music scene, Neville Brody experimented with new typefaces, informed by ideas drawn from the subculture. Neville Brody mixed fonts, ignored typeface sizes and standard distances between lines, interspersing fonts with decorative elements. From 1981 until 1986 Neville Brody was art director at "The Face" magazine, for which he designed a distinctive typography that inspired magazine producers and designers worldwide. From 1983 until 1987 Neville Brody designed the London program magazine "City Limits" and also worked for such widely differing magazines as "New Socialist", "Touch", and "Arena". In 1992 Neville Brody designed the image and branding for the House of Cultures in Berlin. In 1992/93 Neville Brody created the image of the Austrian television channel ORF and, from 1991 to 1994 the private channel Premiere. In 1994 Neville Brody founded Research Studios in London with branches worldwide. In 1992 Research Studios designed postage stamps for PTT, the Netherlands postal service and, in 1994, created the image of the Schauspielhaus, a theater in Hamburg. From 2000 to 2002 Research Studios worked for Issey Miyake New York and, in 2004, for the Royal Court Theatre in London. Neville Brody designed several fonts, including Blur, Gothic, Pop, and Six. As early as 1988 the Victoria & Albert Museum in London mounted a retrospective of Neville Brodys work.


Giambattista Bodoni

Giabattista Bodoni was born on the 16th February 1740 in Saluzzo, Piedmont Italy. He was the son of a printer. Bodoni had done his first studies at the Regio Collegio Saluzzese. He died on the 29 of November 1813 at the age of 73 in Parma, Italy.

Giabattista was known as an engraver, type designer, typographer, printer and publisher. By 1780s Giabattista designed a typeface called BODONI and it has been regarded as to be one of the first modern typefaces. He moved on to making another 2 main innovations in type design: he gave a vertical alignment to the sloped swellings in the bowls of the letters that derive from the down strokes in handwriting; he made all the horizontal serifs on the upper and lower parts of the letters very thin and uniform; and he increased the contrast between stems and serifs (Quoted-Art Encyclopedia- Grove Art, Oxford University Press). According to the Columbia Electronic encyclopedia Giabattista was regarded as one of the leaders in originating pseudoclassical typefaces.

At the age of 18, Giabattista moved to Rome and was employed as a typesetter at the Vatican's Propaganda Fide printing works; Giabattista had worked for the Vatican for almost 10 years. After battling Malaria, Bodoni was hired by the Duke Ferdinand of Bourbon - Parma to organise a printing house. This is where Bodoni got to work on a range of specimen books, which were very well received. Eventually Bodoni opened his own printing house called Officina Bodoni.

http://www.linotype.com/683/giambattistabodoni.html
http://www.media5live.com/Bodoni/bodonibio.htm#art
http://www.typeculture.com/academic_resource/articles_eassays/

From 1768 Bodoni ran a printing house called Stamperia Reale, in Parma, Italy. After a while doing this he opened his own printing house called Officina Bodoni.

Bodoni's Internet presence is minimal. There is not a lot of extensive information about his life: some can be found on wikipedia.com, linotype.com and other typography websites. His fonts can be downloaded from sites such as myfonts.com, fontshop.com, itcfonts.com and adobe.com.

Why and what made Bodoni famous
Whilst working in the Vatican's Propaganda Fide printing house in Rome, Bodoni impressed his superiors with a willingness to learn, he had a mastery of ancient languages and types.

Bodoni achieved an unprecedented level of technical refinement, allowing him to faithfully reproduce letterforms with very thin "hairlines".

Bodoni designed and personally engraved 298 typefaces.

Bodoni did away with old style letters and introduced a new clear simple type - the modern typeface. In his influential Manuale Tipografico of 1818, he laid down the four principles of type design, which were: regularity of chracters, cleanness, good taste and charm.

His master piece was Homer's Iliad.

Bodoni was the most successful early proponent of what is referred to as the "modern" typeface, distinguished by a strong contrast between thin and thick strokes.

His coldly elegant books where made to be admired for the typeface and layout and not to be studied or read. (Proof reading was not his strong point).
In his manuale tipografico (two volume works) contains about 142 roman alphabets, numerous script and exotic typefaces and a striking collection of flowers and ornaments.
Bodoni emphasized the use of good paper and strong ink.
Our opinions of Bodoni
Although Bodoni is regarded as a "modern typeface", I feel that Bodoni would be more suited to that of a display font and used sparingly. Although in saying this a combination of his typeface and ornaments would create a very clean piece of artwork.

I admire the use of thin and thick strokes throughout his type as I feel that this gives the type a unique definition.

Formal yet fun with thick and thin strokes.

Bodoni has created a classic type face with letters very thin and uniform; and he increased the contrast between stems and serifs.

Soap Creative

Soap Creative is one of Australia's leading Digital Agencies. Soap Creative were named number Digital Agency by AdNews Magazine in 2010.

Soap started out with three guys sharing an office in 2002, and have since grown to company with over 50 staff members spread across offices in Sydney and Los Angeles.

Soap describe themselves as specializing in delivery innovative, hight creative ad strategy-focused campaigns across websites, games, content, social media, widgets, electronic direct mail, standard and rich media, viral and metrics and reporting.

Soap creative have clients that include Unilever brands LYNX, Streets, Bushells, Impulse as well as 3 Mobile, FOXTEL, 20th Century Fox, Activision and Marvel.


You could say that soap has a work hard play hard culture, their claim to fame is that they host weekly BBQs, take their entire team to remote locations for Skiing lessons. Each ember has a soap-o-hero alter ego which they get to choose and illustrate them and place on their business card. They say this is great for client meetings and pitches as it sets them apart from other agencies, it also creates a 'tribe" and creates unity among the staff. The culture of the soap-o-hero is extended through the office where they have different meeting rooms " the hall of justice", emergency meeting room " the scape pod" and mystery room "x".


Big gamers and at the moment have three active gaming clients activision, unilever and naughty dog.


This agency is absolutely amazing!

Soap Creative has had many clients over their nine years of business, including a vast collection of widely recognised companies such as 20th Century Fox, ABC New Media, Activision, Ben & Jerry’s, Dick Smith, Foxtel, KFC, Lynx and Marvel.

Soap Creative offer services in screen-based media such as websites, mobile phone applications, tools and games (including online and CD-Rom). This agency has also created tshirt prints for Bubble-O Bill, and a card game called the Meeting Game.

Their work is very clean and professional its very groovy and all the content that I have viewed has all been very awesome, I never felt negative when interacting or viewing the content it was very attention catching and fun.

The lynx content was a bit sexist however it is targeted towards men and sex does sell as there statistics show, I wasn’t offended it just didn’t hold my attention as the rest did.

They have many notorious clients and deal with a broad medium from games to videos and websites that are all targeted towards a variety of audiences.

William Caslon was born in 1692 in cradley, Worcestershire, England. In 1706 at the age of 13 he began a seven-year apprenticeship as an engraver with a London harness marker. In 1716 he became a self-employed engraver of gunlocks and barrels, and as a bookbinders tool cutter. In 1721 the society for promoting Christian knowledge commissioned Caslon to cast Arabic alphabets where his font became an instant success. In around 1720 William Caslon founded a typeface foundry called the Caslon Foundry. That foundry became the leading English typeface foundry of the 18th and early 19th centuries. He died in 1766. Caslon is cited as the first original typeface of English origin.

Caslon’s font is characterized by its short ascenders and decenders, bracketed serifs, moderately high contrast, robust texture and moderate modulation of stroke. The Caslon’s typeface has become one of the most famous typefaces in the world today. The first copy of the declaration of independence was printed in Caslon. There are many typefaces that have been derived from Caslon’s font in existence. Caslon’s type is now considered a good, readable typeface for text.


William Caslon designed a number of serif typefaces in his lifetime, some of which are still used today. The first three fonts by William Caslon were Arabic, Hebrew and Koptic. He also designed typefaces such as Caslon 540, Caslon Bold, Caslon Old Face, Big Caslon, Caslon Open Face, Williams Caslon Text and most likely in any other that has the name ‘Caslon’ on it.

The United States Declaration of Independence was set in Caslon type, which would have to be one of William Caslon’s greatest accomplishments.

The name ‘Caslon’ comes from the 18th Century typeface that was designed by William Caslon. This serif typeface was printed in the earliest English language texts and is also know to the typeface used for the New Yorker Magazine.

William Caslon’s typefaces immediately became popular and were used for many important printed works. Caslon’s type became so popular that the expression about the typeface choice, ‘when in doubt, use Caslon,’ came about.

After William Caslon’s death in 1766, his typefaces fell out of favour but were revived in the 1840s, some of which are widely used today.

In 1716 he built his own type foundary in London, which produced some 16 years later his most famous typeface Caslon. He first started out in his business as an engraver of gunlocks and barrels and as a bookbinders tool cutter. He later established contact and encouragement through the printers William Bowyer and John Watts that lead to cutting type punches for various presses London.

In 1720 he designed an “English Arabic” typeface used in the New Testament. Soon after in 1722 he released his first typefaces, which were based on seventeenth century Dutch old style designs and were used extensively in England because of their practicality. 1726 was when the typeface Caslon was first used and soon after it’s release he received loans and sufficient trade, which enabled him to complete the setup of his foundary. Up until the 1780’s there were few books that weren’t printed in one of his typefaces.

In 1735 his typefaces spread all over Europe and American colonies that lead to the font being used to print the American Declaration of Independence. His son William Caslon II soon joined the company and in 1745 became partner and took over the family business after his death.