Compared to earlier designs popular in Britain, Baskerville increased the contrast between thick and thin strokes, making the serifs sharper and more tapered, and shifted the axis of rounded letters to a more vertical position. The curved strokes are more circular in shape, and the characters became more regular.

Baskerville innovated in printing, paper, and ink production. He worked with paper maker James Whatman to produce a smoother whiter paper, sometimes called wove paper, which showcased his strong black type.

Baskerville is a typeface designed by John Baskerville of Birmingham, England, in 1754. Baskerville is known for its crisp edges, high contrast and generous proportions. It is also categorized as a transitional typeface in-between classical typefaces and the high contrast modern faces.

Baskerville is an elegant book face, and as proven by John Baskerville's own treatment, it can excel in purely typographic compositions. Today it remains one of the most popular and classic typefaces for print, for its legibility and refined beauty.