“Try and tell me why design doesn't matter.” 🤖🥊🤨 Franziska (Franzisca) Baruch (1901–1989) became interested in Hebrew letterforms before she even spoke it. A letterer and graphic designer, she is likely best known for her Hebrew typeface Stam (Berthold, 1926); depending on how you count, she made 3 to 8 Hebrew faces. Baruch’s life is well documented, so we discuss creative control, group work attributions, and the nuances of revivals, derivatives, piracies. Born in Hamburg, Baruch studied lettering and commercial art in Berlin. She left Germany in 1933, moving to Tel Aviv, then Jerusalem. The Schocken family hired her to redesign the Ha'aretz newspaper and masthead (still in use!) in 1936. A prolific creator, her portfolio ranges from passports to books to signage. Shani gives us a broad overview of Jewish typography history, covering how much we don’t know about Hebrew's many “designer-less fonts”—often made by those who did not speak or read it—plus Schocken-Baruch, designing vs inspiring, and lasting impacts of forcing alphabets into Gutenberg’s printing system. Special guest: Shani Avni, Ismar David Assistant Curator for RIT Cary Graphic Arts Collection, trouble maker, Jewish typography expert PSA: Check out the Hebrew Monotype at the Bixler Press & Letterfoundry chapbook & 2023 workshop. 📚 by Baruch Covers for Rimon (Yiddish) & Milgroim (Hebrew), full issueswith Jacob Steinhardt: Passover Haggadah (1921), Book of Jonah (1953), Book of Ruth (1957)Magere Stam, Stam, Rambam, Rahel | מאגערע סתם, סתם, רמבם, רחל, c. 1925Ha'aretz newspaper mastheadBaruch on wikimedia, German Designersplus J.F. Coakley, The Hebrew types of the Jericho Press (2010) Philipp Messner, "Von der Form der Sprache,” Soncino (2014) Ishai Mishory, “Molded Inexorably by the Times,” In Geveb (2019) ed. Ada Ward, New Types – Three Pioneers of Hebrew Graphic Design (2016) Support the show Credits Creator and Producer: Bethany Qualls Editor: Joe DeGrand Original episode artwork: Trifoxatops aka Jenna Mauro Social Media Whisperer: Elizabeth Giardina Music: "Sneaky Feet" by geoffharvey Like what you hear? Keep listening! Subscribe to Re(un)Covered wherever you get your podcasts. Want to chat? Follow us on Instagram or send us an email.