Albert Blanco

Introduction

GRA 111 History of Graphic Design I CH 8: An Epoch of Typographical Genius

drought 1600s: a _______________ of graphic design creativity originality 1700s: an epoch of typographic _______________

1640: French king Louis XIV established a committee of scholars to develop a new type for the Imprimerie
Royale (royal printing office)

scientic new letters based on _______________ principles

scholars studied previous alphabets and types

Roman du Roi they developed the ______________________________

Romain du Roi square was divided into an 8 x 8 grid (64 units) each was divided into 36 smaller units (2,304 units in all)
calligraphic new letterforms had fewer _______________ properties inspired by chisel or flat pen mathematical harmony ______________________________ achieved by measurement and the use of drafting instruments

final decisions, however, were made by the eye increased contrast between thick and thin strokes sharp horizontal serifs even balance to each letterform first, the master alphabets were engraved as copperplate prints then, converted into punches that could be used for typographic printing
worthless the refinement gained by the 2,304-square grid was _______________ when reduced to text-size types

other typeface designers made similar types (but different enough to avoid committing what was a capital
offense!)

the Mdailles folio was the first book to feature the new types (left) transitional roman
engineer calligrapher was being replaced by the _______________ as the dominant typographic influence

ironically, this type would be used in 1790 to print radical political tracts in support of the
French Revolution ______________________________

Graphic design of the rococo era

Rococo _______________ fanciful _______________ French art and architecture that flourished from about 1720 until around 1770

florid and intricate S- and C-curves scrollwork, tracery, and plant forms natural, classical, oriental, and even Medieval influences lavish expression of the era of King Louis XV
Pierre Simon Fournier le Jeune _____________________________________________ typefounders from a prominent family of printers and ______________________ (founding = casting)

apprenticed with is older brother at 24, established his own type design and foundry operation
type pioneer of standard _______________ sizes (which, up until that time, varied by foundry)

table of proportions pouce (a unit of measure slightly greater than an inch) was divided into 12 lines, each of which was
then divided into 6 lines

Petit-Roman size was about equal to our 10-point Cicero size was 12-point Modles des caractres limprimerie (Models of Printing Characters)
spcimen his first _______________ book

4,600 characters over six years, he had designed and cut the punches by himself transitional forms inspired by the Romain du Roi but, he initiated the idea of a type family, in which types are visually compatible and can be mixed casting up to 84- and 108-point type (the largest yet)
structure his decorative types work well with his roman fonts (which had similar _______________)

provided rococo printers with complete design system (roman, italic, script, and decorative types, rules,
and ornaments)

measurement standard _______________ physically visually each part integrated _______________ and _______________ with the others printing French law prevented typefounders from _______________ which led to collaborations s

Fournier le Jeune worked with printer Jean Joseph Barbou Joseph Gerard Barbou (nephew) Charles Eisen (etchings) Philippe Choffard (engravings) Contes et nouvelles en vers (Stories and Tales in Verse) in some special editions, the engravings of coy romantic escapades were replaced with others

showing explicit sexual conduct

the wealthy were shown living extravagant, sensuous lives oblivious to the growing
militancy poverty-stricken _______________ of the _________________________ masses

these books remained popular until the French Revolution in 1789 Manuel typographique (Manual of Typography) planned as a four-volume set, but only two completed the design accomplishments of a lifetime a masterwork of rococo design did not complete the work before he died contributed more to graphic design than any other person of his era
Copperplate engraving ______________________________

similar to drawing, but with a graver on copper

orid curves an ideal medium for the for expressing the _________________________ of the rococo sensibility

used for

labels business cards letterheads etc.

George Bickham ______________________________

Englishman
penman most celebrated _______________ of his time

broadsheets title pages large images for domestic walls (often based on oil paintings) John Pine Englishman Opera Horatii (Works of Horace)
text done entirely with copperplate engraving even the _______________

sold by subscription before publication, and each subscribers name was engraved in the front of the
book

engraving
scratch serifs and thin strokes were reduced to the delicate _______________ of the engravers finest tool

imitated by typographic designers

handmade slight variation of something _______________
Caslon and Baskerville

England until the 1700s, _______________ contributed little in the way of typography and design leadership

civil war

 religious persecution harsh censorship government control of printing

William Caslon ______________________________

apprenticed to a London engraver of gunlocks and barrels 1720: began type design and founding first commission: Arabic font Caslon Old Style with italic for nearly 60 years, virtually all English printing used Caslon fonts
colonialism followed English _______________ around the world Benjamin Franklin brought to America by ______________________________ Declaration of Independence used for _____________________________________________

types were not particularly fashionable or innovative their popularity and appeal lay in their
legibility outstanding _______________ texture sturdy _______________

comfortable
eye friendly to the _______________

starting point: Dutch types increased contrast between thick and thin strokes by making thick strokes slightly heavier contrary to what was being done on the Continent (lighter texture of Romain du Roi) Caslon fonts have a variety in their design
texture uneven, (yet appealing ) rhythmic _______________

Calson foundry continued under his heirs until 1960s

John Baskerville ______________________________

Birmingham, England master writing teacher and stonecutter broke the prevailing rules of design and printing involved in all facets of bookmaking
type designed, cast, and set _______________ printing press improved the ______________________________ papers conceived and commissioned new _______________

designed and published the books he printed made his fortune in japanned ware at 44, he returned to the art of letters demanded (and delivered) perfection via collaborations John Handy (punch cutter)
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 Robert Martin (apprentice, and later foreman)

type zenith of the transitional style bridging the gap between Old Style and modern _______________ design

types are wider contrast between thick and thin strokes is increased treatment of serifs flow smoothly out of the major strokes, terminating in refined points at the time, it was common for a printer to use intricate , engraved title pages and illustrations generous use of fleurons, ornaments and decorated initials
typographic Baskerville opted for the pure ______________________ book

large number of printed books were rejected

melted _______________ and recast his type after each printing press improvements to his _______________

built in his own workshops focused on perfect alignment between inch-thick brass platen and the smooth stone press bed packing behind the sheet of paper was unusually hard and smooth result: very _______________ overall impressions were achieved
Ink _______________

special blend developed that had a purplish sheen to it

paper _______________

hot-pressed wove paper a finer mesh screen was used in the manufacturing of the paper almost eliminated the texture of wire marks hot-pressed again after printing details of the process are controversial steady business selling mirror-smooth writing paper as stationery through booksellers
books of brilliant contrast, simplicity, and refinement

he had his detractors, however his work was influential on the Giambattista Bodoni (Italy) and the Didot family (Paris)
The origins of information graphics

information graphics foundation in analytic geometry (Ren Descartes, 1637) Cartesian coordinates (x,y) used to define any point in 2-D plane
William Playfair ______________________________ used analytic geometry to convert statistical data into symbolic graphics

Commercial and Political Atlas

graph chart introduced the now-ubiquitous line _______________ and bar _______________

trends _______________ could be seen at a glance

William Playfair later introduced pie charts

information graphics created a new category of graphic design, now called ______________________________

critical to the information age

Edward Tufte More recently, ______________________________ has taken information graphics further with his book
Envisioning Information

The imperial designs of Louis Ren Luce

Louis Rene Luc type designer and punch cutter 1740-1770: designed a series of types that were narrow and condensed, with serifs as sharp as
spurs _______________ engraved _______________ borders

cast in modular sections assembled in desired configuration by the compositor

ornamnets _______________ and types were designed to work well together visually

Essai dune nouvelle typographie (Essay on a New Typography)

The modern style

Giambattista Bondoni ______________________________

born in northern Italy

punch cutting learned ______________________________

intended to go to England, in order to work with Baskerville instead, became the private printer to the Duke of Parma influenced by Fournier le Jeune courted by the Vatican to establish a press in Rome
Greek Roman his types responded to the renewed interest in _______________ and _______________ antique art

French Revolution led to rejection of their lush type designs his types represent the evolution from the rococo to the modern style modern: new category of roman type began with thin, straight serifs of Romain du Roi engraved pages by artists letterforms and page layouts of Baskerville also, Baskervilles rejection of ornament, and generous use of space design of narrower, taller letterforms
lighter overall trend toward _______________ typographic design mathematical geometric 1790: Bodoni refined roman letterforms, giving them a more _______________, _______________, and
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mechanical _______________ appearance serifs hairline _______________

sharp right angles with the vertical strokes of the letterforms thin strokes the same weight as serifs
sharpness contrast brilliant _______________ and dazzling _______________ not seen before

Bodonis design ideal

cleaness charm _______________, good taste, _______________, and regularity standardization _____________________ of units was a concept of the emerging industrial era of the machine

the letters in a type font should be created through combinations of a very limited number of
modular identical units (a _______________ approach)

marked the death of calligraphy and writing as the wellspring for type design
Interchangeability _____________________ was critical to the Industrial Revolution at the time Bodoni was making
alphabets of interchangeable parts, Eli Whitney was assembling firearms of interchangeable parts in Connecticut

Bodonis page layouts anticipated 20th century functional typography open, simple page design
margins generous _______________

wide letter- and line-spacing

white space large areas of ______________________________ x-height smaller _______________, longer ascenders and descenders

some fonts, letters were cast with oversized metal to give the appearance of generous leading 345 books published typographic expression of the neoclassical ironic, since Bodoni was breaking new ground Manuale tipografico (Manual of Type) published after his death honored in his hometown with a statue
Old Style roman letters irony: his name was carved in ______________________________ roman letters

Franois Didot 1713: began a dynasty of printers, publishers, printmakers, and typefounders in Paris Franois-Ambroise Didot (son) introduced highly finished, smooth paper of wove design modeled after what was used by Baskerville
point revised Fourniers typographic measurement system, and developed the _______________ scale used
in France today

subject to measurement error after being printed on wet paper

points names began to use _______________ to describe the size of type, rather than _______________
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 adopted in Germany, where it was revised for use with the Metric system
American 1886: revised to suit the English inch, and adopted by _______________ typefounders

two sons Pierre Didot (printing office) Firmin Didot (type foundry) stereotyping: duplicate printing plates were used to allow for longer print runs

Pierre Didot after the French Revolution, he was given the former royal printing office at the Louvre
neoclassical ______________________ revival

ditions du Louvre lavish margins Firmins typography (even more mechanical and precise than Bodonis) engraved illustrations by Jacques Louis David Bodoni and the Didots were rivals and kindred spirits
inuences conditions common _______________ and contemporaneous _______________ modern each pushed the other(s) toward a more _______________ style Bodoni Didots _______________ is considered the better designer, while the _______________ better scholars
The illuminated printing of William Blake

William Blake an unexpected counterpoint to the severe typography of Bodoni and Didot English poet and artist opened a printing shop with brother Robert after Roberts death, he reportedly appeared to Blake in a dream
relief etchings told him how to print his poems and illustrations as ______________________________, without
typography

each page was printed as monochrome etching

colored hand-_______________ by Blake or his wife

hand-bound sold at modest prices aimed to achieve spiritual expression by transcending the materials of graphic design (anticipating the
Arts and Crafts ______________________________ movement that would come 100 years later though his forms more Art Nouveau closely resemble ______________________________)
The epoch closes

England
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 1786: Shakespeare Press established types were created in imitation of the sharp and fine letter used by the French and Italian printers Thomas Bewick
wood father of _______________ engraving delicate his white-line technique achieved very delicate _______________ effects in his woodcuts

used for 100 years in letterpress printing William Martin along with Bewick, created volumes in which the clean, spacious design of Bodoni and Didot was
legibility warmth tempered by a traditional English _______________ and _______________
The big picture

France America the 18th century closed with political revolutions in _______________ and _______________ industrial Revolution the ______________________________ was coming handicraft from an agrarian, rural society with _______________ manufacturing machine to an industrial society with _______________ manufacturing visual communications all aspects of the human experience, including ______________________________, were transformed by
profound and irrevocable changes

Albert Blanco
Introduction

GRA 111 History of Graphic Design I CH 9: Graphic Design and the Industrial Revolution

the Industrial Revolution

England _____________________

1760-1840 (approx.)
social economic a radical process of _____________________ and _____________________ change rather that a mere historical _____________________ period agricultural industrail shift from _____________________ to an _____________________ society (and economy)

power sources were critical

steam James Watts _____________________ engine

largely replaced human and animal power

factory a _____________________ system developed

machine manufacturing division of labor iron and steel widely available

cities _____________________ grew rapidly

people leaving farms

political _____________________ power

shifted from aristocracy to the capitalist manufacturers, merchants, and even the working class
scientic growing body of _____________________ knowledge

applied to production-related technologies peoples ability to dominate nature via production created confidence
capitalists _____________________ replaced landowner as the most powerful force in Western countries

increased buying power only served to further increase demand for goods
mass production _____________________ makes possible more inexpensive goods

supply-demand cycle
social _____________________ costs

long hours child labor filthy working (and living) conditions

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 lack of reliable/stable labor markets

humanist materialist shift from _____________________ concerns to _____________________ concerns

French and American Revolutions led to greater human equality

literacy increased _____________________

greater demand for graphic communications design

technologies new _____________________ lowered costs, which increased production, which increased
demand etc.

mass communication era of _____________________________ dawned handicrafts _____________________ diminished (design and production no longer unified)

specialization of the factory system

design production separated _____________________ and _____________________ components of VCD

the range of typographic sizes and letterforms exploded

photography _____________________ and the means to print it lithography color _____________________

color images no longer the domain of the privileged few Industrial Revolution generated a shift in the social and economic role of typographic communication prior to 1900s: dissemination of information via books and broadsheets IR created an increasingly urban population faster pace, mass communication needs
scale larger _____________________ visual greater _____________________ impact tactile / expressive _____________________ characters

book typography (evolved from handwriting) could not fulfill these needs
Innovations in typography

letters of the alphabet became more than phonetic symbols

contrast abstract visual forms projecting powerful concrete shapes of strong _____________________ and large size _____________________

letterpress printers faced competition from lithographic printers collaborated with typefounders which led to innovation on that front
fat face _____________________ type thicker heavy roman type with _____________________ strokes

1:2.5 or even 1:2 ratio (thickness to height, capitals) England Designers Joseph Jackson Thomas Cotterell

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 Robert Thorne William Caslon IV Vincent Figgins other typefaces antiques Egyptian
slab serifs _____________________ serifs

Tuscan-style extended and curved serifs three-dimensional

bulky objects _____________________, rather than two-dimensional signs

depth-of-shading variations perspective outline reversing etc.

sans serif _____________________

so prominent in 20th century graphic design originated in 1816 William Caslon IV little attention paid until around 1830 actual name sans serif Vincent Figgins 1832 originally all caps
The wood-type poster

demand for large scale types was increasing posters handbills etc.
metal casting large _____________________ types was difficult cool metal would _____________________ during pouring

cracking concave printing surface

wood hand-carved _____________________ type

1827

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 America Darius Wells pantograph combined with router 1834 William Leavenworth new wood-type fonts introduced easily
letter from a drawing of one _____________________, and entire font could be cut (without additional
design fee)

graphic designer _____________________ largely left out of poster and handbill design compositor / typesetter ___________________________________ (with client) did it all

need to lock all elements tightly on the press enforced a horizontal and vertical stress on the design; this
or organizing became the basic _____________________ principle

pragmatic approach
condensed long words _____________________ type expanded short words _____________________ fonts

large important words _____________________ type

commercial printing use the entire range that was available decline of large posters and handbills fewer traveling shows laws prohibiting postings
A revolution in printing

improvements to the printing press mechanical theory metal parts replaced wooden parts Lord Stanhopes press 1800 cast iron components less force twice the printing area 250 sheets/hour Friedrich Koenig
steam _____________________ -powered press

patent in 1810 400 sheets/hour later came the double-cylinder press (shown at left) 1,100 impressions/hour

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 paper: 35 x 22 steam-powered printing press

jobs threatened peoples _____________________ Luddites at risk of being destroyed (by _____________________)

Times of London commissioned two presses, and had them moved during the night, in secrecy (1814) John Walter II announced to an anxious pressroom, The Times is already printed by steam. four-cylinder steam press 1827 curved plates William Cowper and Ambrose Applegath 4,000 sheets/hour
both sides printing _____________________

steam-powered pressed replaced hand presses

costs _____________________ were reduced

printing thrived paper paper-making machine originally developed in France, but political turmoil prevented it from becoming perfected John Gamble England 1803 it was operational endless sheets rights acquired by Henry and Sealy Fourdrinier (still called the Fourdrineir machine)
The mechanization of typography

25,000 by mid-19th century, presses could produce _____________________ copies/hour hand but, every letter was still set by _____________________

large daily newspapers were limited to eight pages

linotype _____________________ machine

perfected in 1886 Ottmar Mergenthaler German immigrant working in Baltimore demo to New York Tribune
A line 'o type Ottmar, youve done it! __________________________________________.

keys were used to open and close the doors on 96 vertical tubes
matrixes tubes contained _____________________ brass impressions of characters, numbers, etc.

keys were used to create a line of matrixes

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 then, molten lead was used to create a slug of raised type

compositors did the work of 7 or 8 _____________________

put some out of work; created jobs for others price of newspapers dropped from 3 pennies to 1 or 2 number of pages increased book publishing expanded
periodicals _____________________ and illustrated weeklies

Saturday Evening Post Colliers

piracy design _____________________ was rampant machine _____________________ -set typography machine _____________________ -manufactured paper steam _____________________ -powered printing presses mass communication the age of ___________________________________ arrived
Photography, the new communications tool

obscura camera _____________________ (Latin for dark chamber)

known from the 4th century BC small opening allows light (and the image of interest to enter into a darkened box)
drawing used as _____________________ aids light lacked _____________________ -sensitive material to capture the image
The inventors of photography

Joseph Niepce French lithographic printer first photographic image, 1822 pewter plates with light-sensitive asphalt called it heliogravure (sun engraving) pewter plates with light-sensitive asphalt called it heliogravure (sun engraving) combined pewter plate and camera obscura in 1826
nature pictures made directly from _____________________

earliest extant photograph (view outside his window) Louis Jacques Daguerre collaborated with Niepce presented his perfected process to the French Academy of Sciences in 1839

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daguerreotype _____________________ prints

intricate process (p. 144) instant success 500,000 daguerreotype prints in Paris during one year (shortly after the invention) limitations
one-of-a-kind each was _________________________________

meticulous polishing William Henry Fox Talbot

sketching frustrated with his _____________________ abilities silvered experimented with _____________________ papers camera developed a process that created images without the use of a _____________________ (1839)

photogenic drawings (his term) photograms (today) The Pencil of Nature 1844 24 calotype photos, hand-mounted into each edition calotypes used paper with greater light sensitivity images not as crisp as the daguerreotypes
milestone _____________________ in the history of book (and graphic) design

Sir John Herschel astronomer and chemist inspired by Daguerre and Talbot named positive, negative, and photography itself Frederick Archer
wet-plate developed a _____________________ process

greater detail shorter processing time than dageurreotypes or calotypes process not patented by mid-1850s, this was the most common method in use George Eastman
camera introduced the Kodak _____________________ in 1888 dry-plate wet-plate _____________________ method of processing replaced _____________________ method masses brought photography to the _____________________
The application of photography to printing

wood engraved-blocks __________________________________________ were dominant form of illustration used by printers

same height as type

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 more convenient that copperplate or steel engravings, or lithographs however, they were costly John Calvin Moss New York
photoengraving first commercially feasible _____________________ method

1871 cut cost and time

delity increased _____________________

Scientific American reported on this in 1877, and revealed that during the 1870s, many
photoengravings had been used side by side with hand engravings and

nobody had noticed __________________________________________ research photography as _____________________ tool printed before they could be _____________________, photos were used to develop wood-engraved illustrations

Freedmen on the Canal Bank in Richmond documentary reality of photography

halftone the first _____________________ screen dots goal: convert continuous tone to _____________________ of varying sizes ink values from pure white (paper) to black were simulated by the amount of ______________ printed in
each are of the image

developed by Stephen H. Horgan New York Daily Graphic 1880 Frederick E. Ives, along with Max and Louis Levy helped perfect the process
color first photomechanical _____________________ illustrations: 1881, Paris

the first halftone screen during 1880s and 1890, photomechanical reproduction began to replace wood engraving wood engraving: up to a week photo processes: one or two hours
costs reduced _____________________ quaity better _____________________
Defining the medium

artists and adventurers began to push photography beyond technical innovation

aesthetics _____________________ communicatons _____________________

painter David Octavius Hill collaborated with photographer Robert Adamson immortalize the 474 ministers who withdrew their congregations from the Presbyterian Church and formed
the Free Church of Scotland
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paintings result: better than Rembrandts _____________________

Julia Margaret Cameron British camera as a gift It may amuse you, Mother, to photograph. portraiture that captured faithfully the greatness of the inner man as well as the features of the outer man F.T. Nadar French portraits of writers and actors
interview his son Paul captured the first photographic _____________________
Photography as reportage

historical photographys ability to provide an unprecedented _____________________ record

Mathew Brady
Civil War along with his photographers, documented the _____________________

card from Abraham Lincoln read, Pass BradyA. Lincoln

Whatsit photo wagons called _____________________ by the Union troops

Dunker Church and the Dead (Mathew Brady, 1862) Timothy H. OSullivan worked with Brady during the Civil War hired by the federal government to document the western frontier and expeditions west Eadweard Muybridge Leland Stanford (former California governor, and railroad president) commissioned to document a
trotting horse _____________________

$25,000 wager: horses have at most one foot touching the ground while galloping
high-speed the first _____________________ photography motion picture ____________________________________ photography was the logical extension of this invention
Popular graphics of the Victorian era

Queen Victoria (1819-1901) reign: 1837-1901 Victorian Age

moral religious strong _____________________ and _____________________ beliefs

proper social conventions optimism Gods in his heaven, and alls right with the world
aesthetic confusion period of __________________________________________

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 contradictory design approaches and philosophies mixed together in a scattered fashion Gothic was emphasized, especially by English architect A.W.N. Pugin
design _____________________ as a moral act

achieved the status of art through the designers ideals and attitudes
Popular graphics of the Victorian era

Owen Jones designer author authority on color studied Islamic design 1856: The Grammar of Ornament design possibilities from East and West
bible became the _____________________ during the Victorian Age Crystal Palace designed the interior of the __________________________________________

Great Exhibition of 1851 800,000 square feet of interior space six million visitors
progress represented _____________________

Industrial Revolution England in particular

The development of lithography

stone printing from the Greek, literally __________________________________________

invented by Bavarian author Aloys Senefelder 1796 printing done from a flat surface of stone planographic printing unlike a raised surface (relief printing) or an incised surface (intaglio printing)
oil water principle: _____________________ and _____________________ dont mix

image made on stone with oil-based crayon, pen, pencil water is spread over stone (moistens the stone in the areas where there is no oil) oil-based ink is then rolled over the stone (adheres to image, not stone) paper placed over stone press is used to apply pressure, transferring the ink to the paper
German _____________________ printers spearheaded color lithography

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 French printer Godefroy Engelmann patented a process called chromolithographie 1837 first the colors are analyzed
plates separated into several _____________________

component colors printed one by one

The Boston school of chromolithography

Richard M. Hoe inventor and mechanical genius

rotary _____________________ lithograph machine (the lightning press)

print six times as fast as flatbed models competitive with letterpress economical color printing art reproductions advertising graphics etc. John H. Bufford
tonal original master _____________________drawing was duplicated in stone

separate stones created for flesh tones red yellow blue slate-gray background
registration browns, grays, and oranges achieved by overprinting with perfect _____________________

known for convincing tonal drawing

image lettering integration of _____________________ and _____________________ (unified design)

under his sons, quality declined Louis Prang German immigrant Boston
fabric background: _____________________ printing for his father

knowledge printing chemistry color business management

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 designing engraving etc.

maps printed _____________________ and art reproductions greeting cards also _____________________ scraps album cards called _____________________

major Victorian pastime wildflowers butterflies children animals etc. contributions advances in quality as many as 40 stones for one image!
built up _____________________ color

1870s: advertising trade cards developed

YOUR image on the front and _____________________message on the back

watercolors and crayons for children art magazines

The design language of chromolithography

chromolithography spread from Boston by 1860, there were 60 firms employing a total of about 800 people by 1890, over 8,000 people employed by 700 firms
chaotic patterns, type, and overall design was rather _____________________ untrained designers largely _____________________ tempting bright colors (and inexpensive printing) were very _____________________ ornaments three-dimensional _____________________ used to tie together elements moving in and out of the page

elastic _____________________ lines of text (vs. line o type)

run around (or over) images circus and carnival posters bright colors fat face type final printing done locally
legibility _____________________ not of primary concern
theatrical _____________________ posters (with less competition for viewers)

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 labels and packaging

transfer _____________________ printing used to print color images on tins offset _____________________ lithography

invented 1875 Englishman Robert Barclay color image transferred from stone to cardboard to sheet metal changing tastes and new technology led to the decline of chromolithography
photoengraving _____________________ was improving design advertising however, the bonds formed between _____________________ and _____________________ would continue
The battle on the signboards

_____________________ innovations in response to the flashy posters of chromolithography letterpress large woodblocks were printed, and assembled by poster hangers sometimes chromolithographic images were pasted onto a wood-type poster
Images for children

Walter Crane influential designer of childrens picture books

preachy previously, very _____________________ woodblocks inspired by Japanese _____________________

his work won him commissions for tapestry design, stained glass, etc. important to the Arts and Crafts movement (Ch. 10)
education also was influential on art and design _____________________

Robert Caldecott
absurd possessed a unique sense of the _____________________ tableware ability to exaggerate facial expressions of both people and animals (and _____________________, it
seems)

later: the Caldecott Medal awarded annually by the Association for Library Service to Children, a division of the American
Library Association, to the artist of the most distinguished American picture book for children

Kate Greenaway
charm silhouetted images and soft colors created pages of great _____________________ white space clutter use of _____________________ and asymmetry broke with Victorian tendency for _____________________ fashions influential in childrens _____________________
The rise of American editorial and advertising design

Harper and Brothers four brothers

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printing publishing by mid-1800s, the largest _____________________ and _____________________ firm in the world

Harpers Illuminated and New Pictorial Bible a monumental project that became the young nations finest achievement of graphic design and
book production to date

presses _____________________ specially designed for its production

1,600 wood engravings published in 54 installments of 28 pages each hand-sewn and hand-bound in heavy paper covers Harpers New Monthly Magazine
pictoral _____________________ magazines were new

serialized English fiction and woodcut illustrations Harpers Weekly Journal of Civilization Harpers Bazar Harpers Young People Thomas Nast a precociously talented artist
battleeld hired by Fletcher Harper to make _____________________ sketches recruiting Abraham Lincoln called Nast the best _____________________ sergeant end Ulysses S Grant said that Nast had done as much as anybody to _______________ the Civil War cartooning the father of American political _____________________

images include: Santa Claus Democratic donkey Republican elephant Uncle Sam etc. New York political boss William Marcy Tweed
wrote didnt care what the papers _____________________ (assuming a largely illiterate public), but they pictures could sure read them damn _____________________

Charles Dana Gibson images of young women and square-jawed men established a canon of
physical beauty __________________________________________ that endured for decades

Howard Pyle illustrator teacher

illustration major force that launched the period called the Golden Age of American _____________________

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 1890s to 1940s period dominated by the illustrator magazine art directors selected the illustrators whose work often overshadowed the
trypography _____________________

Theodore Low De Vinne printed three major periodicals of the period Harpers Weekly Century Scribners Monthly hired type designer Linn Boyd Benton to cut a blacker, more readable face, slightly extended with thicker
thin strokes and short slab serifs

Century came to be called _____________________

increasing number of magazines and newspapers

literacy increased _____________________ production reduced _____________________ costs advertising increased _____________________ revenues

strong links were established between design professions and advertising technological changes ink line drawings converted to wooden relief block
tonal _____________________ illustrations

halftones could be used with two-color images four-color process system chromolithography
Victorian typography

traditional early 19th century: type based on letterforms with _____________________ structures embellishments although shadows, outlines, and other _____________________ were applied soft second half the 19th century: punch cutters used _____________________ metal (to create more intricate
designs), then electroplated the type to give it strength

chromolithography movable type _____________________ had none of the boundaries of _____________________

Herman Ihlenburg Berlin-born worked in Philadelphia designed more than 80 display typefaces cut punches for more than 32,000 typographic characters(!)
The Big Picture
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The Industrial Revolution

supply-demand Changed the _____________________ cycle Cheaper buying power _____________________ goods, increased _____________________ mass communication The dawn of the __________________________________________ era factory The _____________________ system fostered a split in the different jobs involved in VCD Typogrophy _____________________

Mass-production became common

urban centers With the rise of ______________________________________ came a shift in VCD book posters Type based on _______________ design is not effective for _________________, for example

Fat Face _____________________ types with very heavy stroke weight

antiques Revival of _____________________ Wood type _____________________ posters metal Easier to produce than casting large-scale _____________________type printing Improvements to _____________________ (and the dawn of mass communication) steam Printing press was assisted by _____________________ power (an integral part of the Industrial Revolution) Linotype _____________________ machine for typesetting Photography _____________________

Began to be used in book illustrations

realism Brought a new _____________________ to journalism Halftone _____________________ screens were used in early printing of photographic reproductions

Victorian era design

aesthetic confusion A period of __________________________________________ chromolithography Lithography and _____________________ were developed Advertising _____________________ advertising Especially in America, there were close ties between _____________________ and chromolithography (ties VCD advertising that continue today between _____________________ and _____________________) editorial American _____________________ design also took root during this period (magazines like Harpers and
Scribners, for example)

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Albert Blanco

GRA 111 History of Graphic Design I CH10: The Arts & Crafts Movement

Introduction

book-design renaissance of the late 19th century largely a result of the Arts and Crafts movement
England ___________________ social moral artistic reaction against the ___________________, ___________________, and ___________________confusion
of the Industrial Revolution

design and a return to handicraft advocated

rejected cheap and nasty mass-produced good were ___________________

John Ruskin (1819-1900) artist and writer inspirational to the Arts and Crafts movement rejected the mercantile economy advocated the union of art and labor in service to society
Renaissance separation of art and society began with the ___________________

furthered by the Industrial Revolution results

historical hodgepodge of styles, borrowing from all ___________________styles creativity decline in ___________________ aesthetic design by engineers w/o ___________________concerns

philosophy
beautiful beautiful things were valuable and useful precisely because they were ___________________

concern for social justice

housing ___________________ for industrial workers education national ___________________ system retirement ___________________ benefits for the elderly

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 William Morris (1834-1896) Englishman

Ruskin influenced by ___________________

son of a wealthy wine importer intended to become a minister writer and poet
architecture studied ___________________

pursued painting not very successful but, married his model

design during the process of establishing their home, began to find his ___________________ vocation

Red House designed by friend and former supervisor, Philip Webb functional (and non-traditional) layout
Victorian Morris was appalled by ___________________ furniture furniture stained glass designed and supervised the execution of ___________________, ________________________, and tapestries ___________________for Red House

with six friends, formed Morris, Marshall, Faulkner and Company art-decorating firm furniture and cabinetmakers weaver and dyers stained glass makers potters
pattern a brilliant ___________________ designer

more than 500 designs for wallpapers, textiles, carpets, and tapestries stained glass, too inspired primarily by
medieval ___________________ arts botanical ___________________ forms

1875: reorganized the firm, and became its sole owner reaction to the Industrial Revolution
craft art strove for a reunion of ___________________ with ___________________

beautiful objects from buildings to bedding

joy workers could once again find ___________________ in their work

concern for exploitation of the poor led to his embracing socialism interest in historic preservation
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guilds involved with, and inspiration to, societies and ___________________ that formed the foundation of the
Arts and Crafts movement

Century The ___________________ Guild

a youthful group of artists and designers, established in 1882, in London founded by architect Arthur H. Mackmurdo inspired by Morris trips to Italy Renaissance architecture and ornament
tradesman goal: to render all branches of art the sphere, no longer of the ___________________, but of the artist ___________________ painting the design arts were to be elevated to their rightful place beside ___________________ and sculpture ___________________

members were about 20 years younger than Morris and his associates incorporated Renaissance and Japanese design elements into their designs published The Century Guild Hobby Horse 1884
magazine first finely printed ___________________ devoted exclusively to the visual arts

provided link between Arts and Crafts and the floral stylization of Art Nouveau although this direction was not explored further Art Nouveau would wait until the next decade The Hobby Horse produced under master printer Sir Emery Walker, of the Chiswick Press
standards materials workmanship sought to regain design ___________________, ___________________, and ___________________ of
pre-IR printing

layout typesetting careful ___________________ and ___________________ paper handmade ___________________

intricate woodblocks harbinger of the growing Arts and Crafts interest in typography, graphic design, and printing first 1880s periodical to introduce the British Arts and Crafts philosophy to European audience
printing treated ___________________ as a serous design pursuit book Morris was impressed with the quality of the publication, and with the possibilities of ___________________
design it promised

On the Unity of Art by designer and illustrator Selwyn Image (1887) all forms of visual expression deserve the status of art disbanded in 1888
collaboration little ___________________, and more focus on each members individual work

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Kelmscott Press The ______________________________________

origins: guilds and societies Art Workers Guild (1884) Combined Arts Society (1888) Arts and Crafts Exhibition Society demonstrations and lectures William Morris on tapestry Emery Walker on book design Emery Walker on book design the ornament, whatever it is, picture or patternwork, should form part of the page, should be part of the
whole scheme of the book _________________________________________________________ architecture considered book design similar to ___________________ (in its comprehensiveness)
book typogrophy Morris was inspired, and set out to tackle ___________________ design and ___________________

William Morris Golden typeface (1880-90) based on Nicolas Jensens roman type (but not a copy of it) Morris was influenced by incunabula Gothic type (Schoeffer, Koberger, etc.)
Gothic his work would spark new interest in ___________________ type

typefounding began in 1890, in rented cottage near Kelmscott Manor in Hammersmith (London) presswork ended in 1898, two years after Morris death more than 8,000 volumes of 53 different titles produced
incunabula aimed to recapture the beauty of ___________________ books design

hand-printing hand-cut woodblocks hand-cut initials and borders books as art form impact
imitation ___________________ by other designers
book more important: his concept of the well-made ___________________

beautiful type, based on earlier designs readability of typographical pages unified design
commercial inspired a revival in fine book design that lasted into the 20th century and its ___________________
printing

old school irony: Morris used decidedly ___________________ printing methods but also used the modular,

industrial revolution interchangeable type of the ______________________________________

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The Private Press

Charles R. Ashbee architect graphic designer jeweler silversmith founder, Guild of Handicraft (1888) Morris was skeptical, but it was largely successful School of Handicraft
workshop unified design theory with ___________________ experience (had been lost with the dvision ___________________ of labor)

closed in 1995 (no government support) Guild of Handicraft inspiration Arts and Crafts movement
socialism ___________________ (reaction to the capitalism of the Industrial Revolution)

Essex House Press workers and equipment from Kelmscott Press (after Morris death) woodblocks and type could not be purchased, as they were to be stored in the British Museum
and not used for 100 years

moved in 1902 to the rural village of Chipping Campden set up a communal society of guild workers and their families bankruptcy in 1907 Ashbee returned to architecture
evils after WWI, came to reconsider the so-called ___________________ of mass production; sought to art industry integrate ___________________ and ___________________

Others Doves Press (1900)

typographhy set out to attack the problem of pure ___________________

to communicate to the imagination, without loss by the way, the thought or image intended to be
conveyed by the Author

Ashendene Press (1895) typography: elegance and legibility Roycroft Press and Roycroft Shops (East Aurora, NY) Elbert Hubbard
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 met William Morris critics say he tarnished the movement

unaffordable supporters say he democratized what had been ___________________

Eragny Press (1894, England) Lucien and Esther Pissaro as they were younger, they were inspired by both the past and by Art Nouveau movement
(Ch. 11)

A book-design renaissance

The effect of Morris push for beautiful book design was felt in other parts of Europe in the Netherlands like Morris, skeptical of the Industrial Revolution
traditional also, wanted to revive ___________________ standards for printing arts

symmetrical layouts proper letter and word spacing traditional typefaces

text the typographer should serve the ___________________ first and otherwise stay in the background ___________________

in the Netherlands Sjoerd H. De Roos

legibility ___________________ was critical to his work

frustrated with a lack of readable type indigenous to the Netherlands created Hollandsche Mediaval first type designed in the Netherlands in more than 100 years
Venetian based on 15th century ___________________ types

popular for more than 10 years also wrote 193 articles about type design Jan van Krimpen preeminent book designer of his generation
books all his typeface designs were intended to be used in ___________________ exclusively advertising he viewed ___________________ as well as the people connected with it with contempt reader text felt that nothing should come between the ___________________ and the ___________________
including (bad) typography

Charles Nypel ties to printing spanned several generations fresh approach to typographic design
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 title and text pages use of color initial letters (often done by De Roos) A.A.M. Stols printing was the family business he and brother Alphonse joined the family business with a commitment to improve quality
legibility simplicity and maximum ___________________

classical typography and craftsmanship

Garamond Bembo liked ___________________ and ___________________ type

Jean Franois van Royen book designer and publisher greatest contribution at the Dutch PTT (Post, Telephone and Telegraph)
titles initials more exotic style to his ___________________ and ___________________ (compared to Van Krimpen
or De Roos)

in America Bruce Rogers and Frederic W. Goudy both from the Midwest
Kelmscott fell under the spell of the ___________________ Press Frederic W. Goudy ______________________________________

designed his first typeface, Camelot, while unemployed sent his drawings to the Dickinson Type Foundry of Boston, hoping to sell his design for $5
he then received a check for $10 in return

design after many struggles with printing, he turned his attention toward ___________________, cutting casting ___________________, and ___________________of type

designed a total of 122 typefaces (roman and italics were counted separately) wrote several readable books influential in book design (expanded the influence of Morris) Albert Bruce Rogers
American most important ___________________ book designer of the early 20th century

newspaper illustrator and landscape painter moved to Boston to work for Louis Prangs magazine, Modern Art
Kelmscott Press Rogers managed to steal the Divine Fire which glowed in the _______________________ books, and
somehow be the first to bring it down to earth

he applied the ideal of the beautifully designed book to ___________________ production

intuitive known as an ___________________ designer

outstanding sense of visual proportion and rightness

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 the ultimate test, in considering the employment of an element of design or decoration, would seem
inevitable to be: does it look as if it were ___________________, or would the page look as well or better for its
omission?

30 thought only _____ of the 700 books he designed were successful

revitalization in typography Morris, the Arts and Crafts movement, and the private presses were all influential imitations of Kelmscott types revival of other classics Garamond Bodoni Caslon Baskerville etc.

The Big Picture

the legacy of the Arts and Crafts movement

visual the emphasis on more than just ___________________ aspects

attitudes about
materials ___________________ function ___________________ social ___________________ value beautiful emphasis on the creation of ___________________ books can still be felt today artist's books both commercial and ___________________ mass-production the backlash against ___________________ goods/design continues today

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GRA 111 Quiz Review #3 (Ch. 8, 9, and 10)

1. 2. 3.

Compare (very, very briefly) the 1600s and 1700s, in terms of graphic design innovation. What is Romain du Roi? How the 2,304-square grid applied for its design? Was it effective? During the 1700s, the calligrapher was being replaced by the engineer as the dominant typographic influence. Explain. What is rococo? In France, during the 1700s, typefounders very often collaborated with printers. Why? While the French aristocracy was living it up, what was going on among the masses? What are the advantages of copperplate engraving? Who were some of its practitioners in 18 century England?
th

4. 5. 6. 7. 8. 9.

What became of serifs when copperplate engraving was used to print type? Why did England contribute so little to typographic design until the 1700s?

10. How were the Caslon types spread across the world? Who brought them to America, and for what very important document were they used? 11. The Caslon types were not known for their innovation, so what were they known for? 12. What were some of John Baskervilles contributions to graphic design and typography? 13. What were William Playfairs major contributions to graphic design and information graphics? 14. What were Giambattista Bodonis major contributions to graphic design? 15. What were the Didot familys major contributions to graphic design? 16. What was different about William Blakes books, compared to other books from the same period? 17. How did printing help the French and American Revolutions? 18. During the Industrial Revolution, labor was being increasingly divided. How did this affect graphic design? 19. What were some of the social costs of the Industrial Revolution? 20. With the Industrial Revolution came the dawn of mass communication. Whats the connection? 21. What were fat face types? 22. What were the difficulties with casting large metal type? 23. What were the advantages of the steam-powered printing press? 24. What is a linotype machine? Why was it critical to mass communication?

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25. What is a camera obscura? 26. Who made the first photographic image? 27. What was so important about Talbots The Pencil of Nature? 28. What was George Eastmans major contribution to early photography? 29. What is a halftone screen? 30. What was the impact of photographers documenting the Civil War? 31. When Eadweard Muybridge photographed a galloping horse, what was he up to? What was the impact of this series of photos? 32. What was design like during the Victorian Age? 33. Who was Owen Jones? What was his biggest project? 34. What is lithography? What does the word mean? What principle is it based upon? 35. What were Louis Prangs major contributions to graphic design? 36. Were most Victorian era designers trained? 37. What can type made with lithography do that lines of type cannot do? 38. During the Victorian Age, the bonds between design and advertising were formed. Explain. 39. What were childrens books like before Walter Crane came along? What was Robert Caldecotts contribution to childrens book design? 40. Who was Thomas Nast, and what were his contributions to graphic design? 41. What were the connections between the Industrial Revolution and the Arts and Crafts movement? 42. How did John Ruskin contribute to the Arts and Crafts movement? What did he think about beautiful things? 43. What was William Morris background? What was Morris, Marshall, Faulkner and Company? What did they make? 44. What was Morriss reaction to the Industrial Revolution? What did he think Arts and Crafts could do to counteract some of its social costs? 45. What was the Century Guild? 46. What was the Kelmscott Press? Who started it? Where? 47. For Morris, what constituted the well-made book? 48. What new technology was Morris using to make his books?

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49. In which countries did the Arts and Crafts movement (with regard to graphic design and book design) really flourish? 50. How did Arts and Crafts book designers feel about typography? 51. Who was the most important book designer of the early twentieth century? How did he view commercial production? 52. What was the legacy of the Arts and Crafts movement, beyond the visual arts?

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