The private-press movement did much to raise the standards of the ordinary trade book. Small, independent publishers who wished to make a mark not only through the distinction of their titles but also through the distinctiveness of their house styles acted as a bridge between the deluxe bibliophilic editions and ordinary books. Companies such as those of John Lane and Elkin Mathews, who published Oscar Wilde and the periodical The Yellow Book; J.M. Dent, who commissioned Aubrey Beardsley to illustrate Malory and who used Kelmscott-inspired endpapers for his Everyman’s Library; Stone and Kimball of Chicago and Thomas Mosher of Maine, who issued small, readable editions of avant-garde writers with Art Nouveau bindings and decorated title pages; the Insel Verlag in Germany, with millions of inexpensive yet well-printed and designed pocket books—these and their many colleagues brought within the reach of the ordinary book buyer mass-produced books whose appearance, if not their method of manufacture, had been profoundly altered and improved by the Arts and Crafts Movement.

During the early years of the 20th century, more and more printers installed composing machines (see printing: Modern printing techniques). The early Linotype and Monotype faces, like the foundry faces they imitated, were weak and poor. The first significant face cut especially for mechanical composition appeared in 1912, when a new face based upon the old-style types of Caslon was produced for The Imprint, a short-lived periodical for the printing trade published by Gerard Meynell of the Westminster Press in London. Its contributors included Edward Johnston, who not only wrote for the magazine but designed its calligraphic masthead; and Stanley Morison, who began his career as printing historian and typographer on its staff. Other Monotype faces cut at this time included Plantin, based upon the types of the great Antwerp printer, Christophe Plantin, and Caslon; the latter was made at the instigation of George Bernard Shaw’s publishers, since Shaw, who had strong views on typography, would not allow any other face for his books. World War I, however, stopped any further development of types for the composing machines.

In America the generation of designers who had begun as disciples of Morris soon began to develop their own styles. Among the most important were D. B. Updike, Bruce Rogers, F. W. Goudy, and W.A. Dwiggins.

Daniel Berkely Updike opened the Merrymount Press in Boston in 1893. His books, most of which he designed himself, are noteworthy for the clarity of their organization, their easy readability, and their excellent workmanship, based upon the use of a few carefully selected typefaces and immaculate presswork. Updike stocked only types that met the twin criteria of economy in use and beauty of design. His books, whether a complex folio such as the Book of Common Prayer (1930), which is considered by many to be his masterpiece, or the small and amiable Compleat Angler (1928), are both functional and pleasing to the eye.

Bruce Rogers was a typographer, trained as an artist, who had the faculty of drawing the best from the printers with whom he worked. His greatest book, a monumental Oxford Lectern Bible of 1935, is the noblest edition of the Bible ever issued in English; his smaller and less ambitious efforts, often decorated with the typographic ornament at which he was a master, possess enormous wit and charm. His one type design, Centaur, which was based upon Jenson, is among the most successful modern adaptations of an early roman, although it is too elegant for frequent use.

Frederic William Goudy, who was the most prolific American type designer, created more than 100 faces during a long career as a printer, editor, and typographer. In 1908 he began a long association with the Lanston Monotype Corporation, for which he did much of his best work. Among his types were Forum and Trajan, which were based upon the roman capital letters inscribed on Trajan’s Column; Goudy Modern, his most successful text face; and a number of black-letter and display faces. Goudy edited two journals, Typographica and Ars Typographica, in which he expounded his theories of design; he also wrote a number of books, among them Elements of Lettering and The Alphabet.

William Addison Dwiggins, a student of Goudy, was long associated with the publishing firm of Alfred A. Knopf, whose house style he helped to establish. In hundreds of volumes of trade books he designed, typography was taken seriously (each book carried a brief colophon on the history of the type employed); there was an attempt to use contemporary typographic decoration; and the bindings, using designs made up of repeated decorative units like early printers’ fleurons, were extremely successful. Dwiggins designed a number of typefaces for the Linotype, two of which, Electra and Caledonia, have had wide use in American bookmaking. In the U.S., unlike England and the Continent, printers have relied far more upon Linotype than Monotype for book composition.

English typography, like that everywhere, marked time during World War I but made remarkable progress soon after. A new generation of typographers, inspired by Morris’ ideals of quality but at the same time aware of the need to adapt them to the new mass-production techniques, had begun to make their names. Foremost among these was Stanley Morison, who, after a year’s apprenticeship with The Imprint, became a typographer on the staff of Burns and Oates, where he worked on a wide variety of books, among them the liturgical texts in which the firm specialized; here he began to develop the rationalistic approach to typographic design that characterizes the English school. Morison demanded that typography be functional: the task of the book and the newspaper designer was to transmit the author’s text clearly, and the task of the advertising and display designer was to command attention. In 1922 Morison became typographic adviser to the Monotype Corporation and instituted a program of cutting for the composing machine a repertory of types culled from the best faces of the past, to which were added a number of contemporary faces designed for modern needs. He had prepared himself for the task by a strenuous course of self-education in paleography and calligraphy, in order to understand the written hands that the early types imitated, and in the history of printing design itself. In 1923 he joined Oliver Simon in publishing The Fleuron, a journal of printing history and design in which he published a number of important articles on calligraphy and typography.

In 1925 Morison was made typographic adviser to the Cambridge University Press, whose printer, Walter Lewis, had begun a complete reform of its typographic resources. Cambridge stocked most of the types Morison commissioned for Monotype and demonstrated by their intelligent use that mechanical composition could be used to produce books at once handsome and functional. Among these types were Garamond, based upon a 17th-century French letter (see above); Bembo, after an Aldine roman; Centaur, an adaptation of Rogers’ foundry face; and Baskerville and Bell, based upon English models. Italics included Arrighi, a version of the letter used by the 16th-century papal writing master and printer (see above). Among the modern faces whose design Morison supervised were Eric Gill’s Sans Serif, which enjoyed a wide vogue in advertising and avant-garde book typography; Gill’s Perpetua, based upon his stonecut letters; and Times New Roman, designed by Morison himself for The Times (London), whose staff he joined in 1930. The last has been called the most successful type design of the 20th century, a result of its economy and legibility when used on high-speed presses.

Francis Meynell was another who demonstrated that mechanical composition and printing, if properly used, could produce aesthetically satisfying books. The books of Meynell’s Nonesuch Press, which were usually limited editions of the classics reflecting his own catholic and excellent literary taste, are marked by restrained design, fine papers, and careful presswork. More varied and original than those of the earlier private presses, they were printed not by the proprietor but by large, mechanized shops. Meynell’s trade books, published under the same imprint, demonstrated that well-designed and manufactured books need not be costly; the Nonesuch one-volume editions of English classical authors were inexpensive, handsome, and readable.

The most influential modern publisher of English low-priced books, however, was Allen Lane, whose Penguin books, established in 1935 and inspired by such continental publishers as Insel Verlag and Albatross, proved that a well-designed series of inexpensive paperbacks, both worthwhile reprints and new titles, could succeed both commercially and intellectually. They did much to bring about the paperback revolution that swept both the Continent and the United States in the period that followed World War II.

German typography from World War I until the advent of Adolf Hitler was greatly influenced by the Bauhaus, which stressed the graphic arts; its books, which were heavily illustrated, broke away from traditionally symmetrical layouts, in which pictures were inserted into a rigid framework of text, and strove instead for freer arrangements, usually asymmetrical, in which the type supported the illustrations. The attempt was to create graphic patterns on the page and to enhance the reader’s consciousness of the illustrations. Many of the Bauhaus faculty were architects and industrial designers, whose principles demanded that the types they used, like the buildings and machines they designed, be sharp and unornamented, symbolic of a machine-dominated society. Their favourite types were sans serifs, such as Gill’s Sans Serif and Paul Renner’s Futura. When the Nazis dispersed the Bauhaus group, its style became truly international. It has since lost favour among book designers, except for art and architectural books, partly because sans serif types and asymmetrical layout proved less legible than traditional modes and partly because of its rigid limitations.

Other between-war styles, closely linked to literary or artistic movements that affected book design, were Dadaism and Surrealism. The Dadaists’ pamphlets, posters, and books employed free, abstract layout, a great mixture of type sizes and faces, and an attempt to create mood through typography. Surrealist writers such as Guillaume Apollinaire and André Breton often collaborated in the design of their own books, attempting to make the typography of their works reflect its mood.

In France, especially, the production of books intended to be works of art in their own right was dominated by painters and sculptors. Publishers such as Ambroise Vollard commissioned members of the School of Paris, among them Braque, Matisse, Bonnard, and Picasso, to illustrate books in which the illustrator worked closely with highly skilled craftsmen to create colourful, original, limited editions, which, while they sometimes may fail as readable books, achieve admirable success as visual decoration.

During the 20th century, styles in book design, as in all the arts, fine or applied, have become increasingly international. Styles born in one country spread throughout the world and die through overuse at a dizzying rate. As a consequence it has become increasingly difficult to distinguish truly individual or national styles—books, magazines, clothes, paintings, music, regardless of country of origin, all resemble one another far more than they differ. (See also writing.)