The Classical period in typography began with Johannes Gutenberg and lasted until the end of the 17th century. Gutenberg was the first typographer; he created a type based on the ornate, gothic style then used for writing in German. The other prominent typographer from this early period is Francesco Griffo, who worked for the early Italian publisher Aldus Manutius. Griffo developed the first italic type, based on a style of handwriting popular in Italy and France. Claude Garamond, working in France, also developed several typefaces that influenced future typographers.
During the 18th century, typographers started to base their style on the characteristics of metal, punch-cut letter used in printing presses, and the handwriting became less of an influence. The period produced two prominent English typographers--John Baskerville and William Caslon. Caslon developed several "Old Style" typefaces that are the basis for types still in use today. Baskerville designed transitional typefaces that combined thinner and thicker lines; because the letters were more delicate, he also created new hot press techniques that allowed them to be printed.
During the 19th century, a new style of type emerged that, like the one developed by Baskerville, was characterized by thicker and thinner lines. Advertising started to influence typographers because it encouraged types that could be scaled to different ad sizes. The most prominent typographer from this period is Giambattista Bodoni, an Italian who designed "modern style" typefaces that continue to be influential.
In the early 20th century, a radically new approach to typography emerged as designers--especially those in the Bauhaus and Swiss Modern schools--attempted to "ally themselves with the machine age in a vigorous attempt to define the modern," according to author Charlotte Fish. Some of the most prominent designers from this period were Stanley Morrison, who designed Times New Roman, and Paul Renner who designed Futura.
In the 1980s, typography was revolutionized by the development of the personal computer, which allowed almost anyone to purchase software and design their own typefaces. Some people feel that this encouraged the development of low quality types. Two of the most prominent designers from this period are Neville Brody and Zuzana Licko.