Word: garamond
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Dates: during 1990-1999
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Changing fonts, for example, was no simple matter of highlighting text and selecting "Garamond." Changing fonts on a typesetter literally meant exchanging fonts--lifting up the cover, detaching the "Helvetica" strip from the large revolving drum inside and replacing it with "Garamond." And as each strip held only one point size in each font, changing font size was an equally long process. (Anyone who thinks scalable fonts aren't the neatest thing since removable type has never been faced with the choice of 12 pt. and 24 pt. Helvetica as their only options...
...many decades ago, most newspapers and magazines and packages and signs looked the way they looked more or less serendipitously. They were the result of a proprietor's quirky, untutored taste, or a printer's feeling that Garamond was a classy typeface, or a general notion that things had always been done that way. Today practically everything is designed. Record-album covers and annual reports and dog-food labels are self-consciously wrought and overwrought, fussed with endlessly to get the connotations just right. This very page, with its six typefaces in ten sizes and thin horizontal and vertical rules...