Typography: Past & Future

Gustavo Machado Maureen Donahue Johnson GR 5000 WA History of Graphic Design I Miami University of Art & Design MFA in Graphic Design

“After Architecture, Typography provided the most characteristic picture of a period, and the strongest testimonial of the spiritual progress and development of a people”. Peter Behrens Peter Behrens (1868-1940) German artist, architect and designer

ACKNOWLEDGMENTS OVERALL CONCEPT I’d like to thank all my classmates This project has the intention to not just at Miami University for their extraordinary reflect the History of Graphic Design contributions through critique, discussions from 400 A.D to 1900, but also to and high-level debates. Without any doubt emulate (in a small scale) the I learned a lot from all of them after the first predominant activity over the period: three months of my journey. craftsmanship. I also like to thank our instructor, The advent of digital age, and more Maureen Donahue Johnson, for her specifically Photoshop, dramatically categorical guidance and support. impacted designers’ activities. Now computers allow designers Finally, I’d like to dedicate this project to explore creative solutions in a fraction to my beloved wife, Marcia, who has of time compared to traditional been providing unconditional support craftsman; in addition, the possibilities over the last 16 years. in terms of composition, typography, Gustavo Machado and experimentation are almost endless. LOGO CONCEPT The identity conveys: - The initial power of the Church - Evolution from serif to sans serif - Evolution from uppercase to lowercase - Evolution from fat to light typefaces - Ornamentation - Calligraphy - Pictorial type (“graphy”) - Mass media (advertising)

C-O-N-T-E-N-T-S V 500 A.D.- Illuminated Manuscripts XVI Pictorial Type 1600 A.D.- X1000 A.D.- Chinese Calligraphy/Painting 1800 A.D.- Posters XVIII XV A.D.- Typographic Books 1500 Ornamentation

During the middle ages, illuminated manuscripts represented a superb example of how communication can comprise form and function at the same time. The Church produced handwritten books including sacred writings and that were embellished by decoration or illustration employing gold leaf. The monastic scriptorium or writing room was used for not only text transcription, but also for “illumination”: ornate initials, borders, frames, intricate patterns and illustrations were shaped in order to create mythical and spiritual overtones. The importance of illuminated scripts is still recognized in modern graphic design and typography by presenting new standards and improvements on page layout, legibility/readability, and word spacing.

1997 - Noise 3 – ATTIK 806 - The Book of Kells

ADDITIONAL RESOURCES ATTIK. 2006. ATTIK. 13 Jun. 2006 < http://www.attik.com > ATTIK. Noise 3. London: Lawrence King Publishers, 1997. Book of Kells. 6 Jun. 2006. Wikipedia, the free encyclopedia. 13 Jun. 2006 < http://en.wikipedia.org/wiki/Book_of_kells >

The tradition of calligraphy originated and developed from China and later was introduced in Japan, Korea, and Vietnam. Besides its own artistic features, calligraphy has also influenced ink painting, which is accomplished by similar tools and techniques. It also played an important role in the progress of other forms of art in East Asia, including seal carving, elaborate paperweights, and inkstones. In contrast to the great level of realism depicted by Egyptian hieroglyphs, Chinese calligraphy employed strong stylization, which resulted in more abstract designs. This fact connects it to the Modernism, or more specifically Abstract Art, initiated during the Twentieth century.

1988 – Design in Post-War Japan - V23 923 – Mt. K’uang lu - Ching Hao

1991 - Love, Heidi Berry - V23 1043 - 8 Princes on a Spring Excursion -Chao Yen

1991 - Black Spring, Lush - V23 1107 – On Szechuan Silk - Mi Fu

ADDITIONAL RESOURCES Fong, Wen C., James C. Watt, and the National Palace Museum. Possessing the Past: Treasures from the National Palace Museum, Taipei. New York: Metropolitan Museum of Art, 1996. Liu, Chao J. Painting and Calligraphy of the Northern Sung (960-1127). 2004. National Palace Museum, Taipei. 2 Jun. 2006 < http://tech2.npm.gov.tw/sung > Poynor, Rick. Vaughan Oliver: Visceral Pleasures. London: Booth-Clibborn Ed., 2000. Rogers, Howard, ed. China : 5,000 Years. New York: Harry N. Abrams, 1998. Sullivan, Michael, The Arts of China. Berkeley: University of California Press, 2000. Thorp, Robert, and Richard Vinograd. Chinese Art and Culture. New York : Harry N. Abrams, 2001.

For approximately 4,000 years, manuscripts played an important role in the development of communications around the world. The invention of a new substrate (papyrus) in Egypt turned possible to manufacture the first written documents produced by hand. The advent of movable type introduced by Gutenberg around 1440, typographic or “Incunabula” (cradle) books started to rapidly replace manuscripts. Taking only a fraction of time to be produced and the relatively low cost associated with them were, in particular, responsible for turning typographic books the forefront for social, economic and religious changes that occurred in Europe, between the fifteenth and the sixteenth centuries.

1493 – Nuremberg Chronicle 2005 – Lush magazine – Paul Sych

1493 – Nuremberg Chronicle – Anton Koberger 2005 – Lush magazine – Paul Sych

ADDITIONAL RESOURCES Lush magazine. Toronto: Lush Magazine inc., 2005. Nuremberg Chronicle. 2003. Beloit College. 13 Jun. 2006 < http://www.beloit.edu/~nurember/inside/about/index. htm > Sych, Paul. Faith. 2006. Paul Sych. 13 Jun. 2006 < http://www.faith.ca >

Creating type from everyday objects started during the Middle Ages; first, letters were designed proportional to the existing architecture and geometry. Later, letterforms were associated with the proportions of the human body. Finally, fauna and flora, as well as objects provided strong symbolism and meaning to the current society, depending obviously on the material used. It is also important to mention that photography added a new dimension to pictorial type, by maximizing its best qualities.

Geoffroy Tory Oded Ezer Champ Fleury Biotypography 1529 2005

ADDITIONAL RESOURCES Asher, Uleshka. Oded Ezer - experimental Hebrew typography. 20 Jan. 2006. Ping magazine. 2 Jun. 2006 < http://www.pingmag.jp/2006/01/20/odedezer-experimental-hebrew-typography > Ezer, Oded. Oded Ezer Typography. 2006. Oded Ezer. 2 Jun. 2006 < http://www.odedezer.com > Massin, Robert. Letter and Image. New York: Van Nostrand Reinhold, 1970.

For centuries, posters have been not just reflecting cultural, social, political and economical events, but also raising public awareness around relevant themes, and consequently acting as vehicle for social change. By the end of 19th Century, they became popular in Paris by a Frenchman named Jules Cheret, considered these days the father of modern poster. Illustrations depicting women enjoying their lives, drinking, dancing, and smoking in public turned out to be the dawn of women liberation. In the 20th Century new topics took place, including literacy, human rights, war, AIDS, racism, and environmental issues. Usually employing a strong concept, posters have been making use of humor, irony or eventually shocking imagery to convey striking messages to the audience.

1972 – Lipstick - Jose Gomez Fresquet 1890 – Jules Cheret

2005 – The Guerrilla Girls 1895 – Julius Price

1895 - Georges Meunier 2005 – The Guerrilla Girls

ADDITIONAL RESOURCES Appelbaum, Stanley. The Complete Masters of the Poster. New York: Dover Publications, 1990. The Graphic Imperative: international posters for peace, social justice, & the environment 1965-2005. 2006. Massachusetts College of Art, Philadelphia University. 2 Jun. 2006 < http://www.thegraphicimperative.org > The Guerrilla Girls: fighting discrimination with facts, humor and fake fur. 2006. The Guerrilla Girls. 2 Jun. 2006 < http://www.guerrillagirls.com > Wanner, Rene. Rene Wanner's Poster Page. 30 May 2006. Rene Wanner. 2 Jun. 2006 < http://www.posterpage.ch >

Since the Middle Ages, decorative arts has been playing an important role in visual language. Its connection with love and spirit enabled them to take part of religious works. Medieval manuscripts, Islamic manuscripts and German illustrated books were remarkable examples of its power. Sometimes decoration acted as a natural extension of typography, including ornate Capitals, ligatures, flourishes, and swashes; sometimes though, it established a close relationship with illustration. In this case, floral, geometric patterns, mandalas, tendrils, borders, and frames were extensively employed. Curiously, ornamentation is now in style again. From traditional companies to cutting edge artists, everyone has been incorporating decoration in different ways. Ornamentation is unquestionably more popular than ever.

1457 – Salterio in Latino - Fust & Schoeffer 2005 – Nike Zoom Lebron III - Non-Format

2005 - Fontshop’s Font 004 magazine – Marian Bantjes 1459 - Rationale Divinorum Officiorum - Fust & Schoeffer

1789 – Songs of Innocence – William Blake 2005 – The Wire magazine - Non-Format

ADDITIONAL RESOURCES Bantjes, Marian. Marian Bantjes. 2006. Marian Bantjes. 11 Jun. 2006 < http://www.bantjes.com > Johann Fust. 2006. My Fonts. 11 Jun. 2006 < http://www.myfonts.com/person/fust/johann > Non-Format. 2006. Non-Format. 11 Jun. 2006 < http://www.non-format.com > Peter Schoeffer. 2006. My Fonts. 11 Jun. 2006 < http://www.myfonts.com/person/schoeffer/peter > William Blake. 6 Jun. 2006. Wikipedia, the free encyclopedia. 11 Jun. 2006 < http://en.wikipedia.org/wiki/William_blake >

TECHNOLOGY ART Sony CyberShot DSC-W17 (7.2 megapixels), This publication was produced under the influence of: Canon CanoScan D1230U, Dell PC with 1Gb RAM, Robert Rauschenberg, Jasper Johns, Jackson Pollock, Adobe Photoshop, Adobe Illustrator, Adobe Acrobat Mark Rothko, Cy Twombly, Peter Beard, Dan Eldon, Professional, Microsoft Word, Microsoft Power Point. Shinro Ohtake, Tide Hellmeister, Vaughan Oliver, P. Scott Makela, Stefan Sagmeister, Bureau Destruct, Ed Fella, Studio Dumbar, Laszlo Moholy-Nagy, El Lissitzky, Man Ray, Cirque du Soleil, Starbucks, MTV, Misprinted Type, Die Gestalten Verlag, Tupigrafia, and many others.

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Typography: Past & Future

by Design Education.ca on Feb 26, 2007

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