Morris founded the Kelmscott Press in Hammersmith in 1891. The Press produced books using techniques inspired by medieval craftsmanship and created designs in the style of fifteenth century books.
Morris’s collection of incunabula helped him to immerse himself in the study of early printing, and would inspire the typefaces he designed for the Kelmscott Press. Compare this typeface from the Processus Judiciarius (c. 1485) with Morris’s own golden type in this Kelmscott Press edition of Morris’s essay Gothic Architecture (1893).
The ideal letter design, margin width, spacing of words and print on the paper were matters that were addressed by Morris in his short essay, ‘The Ideal Book’. He concluded that the ideal book ‘must remain one of the very worthiest things towards the production of which reasonable men should strive’.