A Graphic Renaissance PDF - ANM102 History of Graphic and Web ...

PART TWOChapters 5–8HISTORY OF GRAPHIC & WEB DESIGN1

PART TWOChapters 5–8HISTORY OF GRAPHIC & WEB DESIGNA Graphic Renaissance1

CHAPTER FIVEPrinting comes to EuropeHISTORY OF GRAPHIC & WEB DESIGN`2

CHAPTER FIVEPrinting comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNThe demand for books became insatiablewith an emerging literate middle class andstudents attending university.But even a simple two-hundred page bookrequired four to five months labor by ascribe and/or illustrator, and at least 25sheepskins were needed for theparchment pages alone.The value of single book may be equal tothe value of a farm or vineyard.3

CHAPTER FIVEPrinting comes to EuropeHISTORY OF GRAPHIC & WEB DESIGN4

CHAPTER FIVEPrinting comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNFrom China to Europe, the developmentof paper made from rags and otherplant materials revolutionized the waybooks were made and paved the wayfor modern printing technology.4

CHAPTER FIVEPrinting comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNFrom China to Europe, the developmentof paper made from rags and otherplant materials revolutionized the waybooks were made and paved the wayfor modern printing technology.Prior to the invention of the printingpress in the mid 1400’s, woodblockprinting on paper was popular in Asiaand Europe. Playing cards and religiousimages were early evidence of this newtechnology.4

CHAPTER FIVEPrinting comes to EuropeHISTORY OF GRAPHIC & WEB DESIGN5

CHAPTER FIVEPrinting comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNIn addition to playing cards, the earlyEuropean images were devotional prints ofsaints. Images and lettering were both cutfrom the same block of wood.5

CHAPTER FIVEPrinting comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNIn addition to playing cards, the earlyEuropean images were devotional prints ofsaints. Images and lettering were both cutfrom the same block of wood.Eventually, these prints evolved into blockbooks which were picture books withreligious themes and brief text. Again,each page was cut from a single block ofwood and were primarily used for religiousinstruction of illiterates.5

CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGN6

CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNMost of these prints were hand colored,but most were printed with a hand rubberroller (brayer) and brown or gray ink. Butthis rubber roller impressed the wood intothe paper making double-sided printing notan option. Each double-page spread wasfollowed by two blank pages.Color was added by using stencils.http://www.youtube.com/watch?v=mgCYovlFRNY6


CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNWith the availability of paper and agrowing demand for books, themechanization of book production wassought by printers all over Europe.History notes that Johann Gutenberg,of Germany was the first to create aprocess for printing books using a winepress as a foundation.7


CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNBut with the invention of the printing presscame a need for a different type of ink thatwould stick to metal type, a smootherpaper, and most of all, a method forcreating movable type and a system foraligning all the type on a page.8


CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNGutenberg needed as many as 50,000single pieces of type in use at a singletime, so the speed and accuracy of settingtype in a mold was key.9


CHAPTER FIVEHISTORY OF GRAPHIC & WEB DESIGNPrinting Comes to EuropeThe first printed typographic book,attributed to Gutenberg, but actuallyfinished by a financial partner, JohannFust, was called the 42-line GutenbergBible.10


CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNWith lines of about 33 characters, each pagehad over 2,500 characters set from a font of290 different characters.11


CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNIn addition to the Gutenberg Bible, JohannFust and his business partner, and formerassistant to Gutenberg, Peter Schoeffer,published a book of biblical psalms called apsalter.12

CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNIn addition to the Gutenberg Bible, JohannFust and his business partner, and formerassistant to Gutenberg, Peter Schoeffer,published a book of biblical psalms called apsalter.This psalter introduced two-color initialcaps and was the first book to bear aprinter’s tradmark and date of publicationcalled a colophon. Colophons arecommonly found today at the end of aprinted novel or other book.12


CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNDuring the same time, copperplateengraving was popular. It involvedscratching an image into a smooth metalplate, applying ink into the depressions,wiping the surface clean and pressing paperagainst the plate to receive the image.13

CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNDuring the same time, copperplateengraving was popular. It involvedscratching an image into a smooth metalplate, applying ink into the depressions,wiping the surface clean and pressing paperagainst the plate to receive the image.An extraordinary amount of detail could beachieved with this process.13


CHAPTER FIVEPrinting Comes to EuropeHISTORY OF GRAPHIC & WEB DESIGNCopperplate engraving continued to grow in popularityas technical refinements greatly increased its range oftone, texture, and detail. In addition to commissioningengravings for placement in printed books, studiosbegan producing them to hang on a wall. This enabledpeople who were unable to afford oil paintings, theopportunity to purchase art.The nature of engraving—scratching fine lines into metal—encouraged the development of script letterforms withextremely delicate lines.20

CHAPTER SIXThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGN14

CHAPTER SIXThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGNThe Latin word incunabula, meaning “cradle”was adopted as a way to describe the veryrare books that were published in the early1500s. Gutenberg’s mechanized invention setinto motion over the next three hundred years,a process that would lead to the IndustrialRevolution in the 18 and 1900s.14

CHAPTER SIXThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGNThe Latin word incunabula, meaning “cradle”was adopted as a way to describe the veryrare books that were published in the early1500s. Gutenberg’s mechanized invention setinto motion over the next three hundred years,a process that would lead to the IndustrialRevolution in the 18 and 1900s.A printed ex libris, or bookplate, was pastedinto the front of a book to identify its owner.14

CHAPTER FIVEThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGN15

CHAPTER FIVEThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGNIn Germany, woodcut artists andtypographic printers collaborated to developillustrated books and broadsheets. One earlytypographic book by Albrecht Pfister, wasillustrated with woodblock prints, similar tothe earlier process used for playing cardsand woodblock books. Over the decades,printers increased their use of woodblockillustrations and ultimately created abooming demand for blocks, and along withit, a growing demand for graphic illustrators.15


CHAPTER SIXThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGNMany of these illustrations were notcompletely enclosed with a border,allowing for more white space to flowfrom the wide margins of the pages.One of the first travel books to beprinted was illustrated by ErhardReuwich who introducedcrosshatching and fold-out pages.This illustration/map depicts thetravels of a German nobleman throughthe Holy Land.16


CHAPTER SIXThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGNAlbrect Dürer was perhaps the most prolificand respected illustrators in the early 1500s.His extraordinarily detailed woodcuts werevery popular and led him to become a majorinfluence in bringing the Renaissance spiritand philosophy to Germany.17


CHAPTER SIXThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGNHis illustration entitled Rhinoceroswas reprinted in eight separateeditions over the next three hundredyears. While highly detailed, theimage contained many anatomicinaccuracies, but nonethelessbecame one of the most notableand historically significantillustrations and thus had a profoundinfluence on the arts.18


CHAPTER SIXThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGNRhinoceros was created as abroadside—a single piece of paperprinted on one side. Festivals wereadvertised, lottery tickets sold,political causes and religious beliefswere proclaimed—all because ofthe large and visually arrestingprinted images. When both sideswere printed it was called abroadsheet. Broadsides were theprecursor to posters, which are stillvery popular today.18


CHAPTER SIXThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGNThroughout the 15 and 1600s, Germangraphic design continued to showcaseblackletter typography and woodcutillustrations. The typeface Textura, notedbecause of its dense visual “texture” wasfavored throughout Germany. Today, thistypeface style has strong connotativeassociations with religious holidays, gothicthemes, and oddly, tattoos.19

CHAPTER SIXThe German Illustrated BookHISTORY OF GRAPHIC & WEB DESIGNThroughout the 15 and 1600s, Germangraphic design continued to showcaseblackletter typography and woodcutillustrations. The typeface Textura, notedbecause of its dense visual “texture” wasfavored throughout Germany. Today, thistypeface style has strong connotativeassociations with religious holidays, gothicthemes, and oddly, tattoos.19

CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGN20

CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNThe word Renaissance means “revival” or “rebirth.” Originally this termwas used to denote the period between the 14th and 15th centuries in Italy,but today the word is generally used to describe the period marking thetransition from medieval to the modern world.Type design, page layout, ornamentation, illustration and even complete bookdesign were reconsidered by Italian printers and scholars. Graphic design,the arts, music, literature, music—all flourished during the Renaissance andsome of our greatest masters lived and created during this time.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNVenice, Italy, the center of commerceand trade between Europe and otherEastern Mediterranean nations, led theway in Italian typographic book design.Nicholas Jensen is noted as one ofhistory’s greatest typeface designers.Throughout his career, he designedand published 150 books as well asoutstanding Greek and Gothic fonts.20

CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNVenice, Italy, the center of commerceand trade between Europe and otherEastern Mediterranean nations, led theway in Italian typographic book design.Nicholas Jensen is noted as one ofhistory’s greatest typeface designers.Throughout his career, he designedand published 150 books as well asoutstanding Greek and Gothic fonts.Jensen, as well as other early printersdesigned trademarks to identify theirbooks, leading the way to logo designas an art form.http://typography timeline.html20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNJenson’s fonts were extremely legibleand his attention to the space betweenthe letters and within each letterform setthe pace for type designers today, andplaced the mark of genius on his work.20

CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNJenson’s fonts were extremely legibleand his attention to the space betweenthe letters and within each letterform setthe pace for type designers today, andplaced the mark of genius on his work.The modern version of Jenson’s typefaceis used frequently by designers today.Its thick and thin strokes, and bracketedserifs make it a highly legible faceappropriate for reading large bodiesof text.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNRenaissance designers loved floraldecoration in furniture, architecture, aswell as printed manuscripts. This designaesthetic carried over into book designwith a collaboration betweenthe typographic printer andthe illuminator who added initialsand embellishments to the page.20

CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNRenaissance designers loved floraldecoration in furniture, architecture, aswell as printed manuscripts. This designaesthetic carried over into book designwith a collaboration betweenthe typographic printer andthe illuminator who added initialsand embellishments to the page.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNDuring the early 1500s, a turning away from medieval beliefs toward a newconcern for human potential and value, characterized Renaissance humanism—a philosophy of human dignity and worth that defined man as capable ofusing reason and scientific inquiry to achieve both an understanding of theworld and self-meaning. This new spirit was accompanied by a renewedstudy of classical writings from Greek and Roman cultures.20

CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNDuring the early 1500s, a turning away from medieval beliefs toward a newconcern for human potential and value, characterized Renaissance humanism—a philosophy of human dignity and worth that defined man as capable ofusing reason and scientific inquiry to achieve both an understanding of theworld and self-meaning. This new spirit was accompanied by a renewedstudy of classical writings from Greek and Roman cultures.One such notable humanist and scholar was Aldus Manutiuswho established a printing press in Venice called the AldinePress. His vision of publishing the major works of the greatthinkers of the world became a reality through his dedicationand hard work.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNManutius addressed a growing needfor smaller, more economical booksby publishing the first prototype ofthe pocket book. This first edition ofVergils’ Opera was only 3.75 x 5inches and contained the first italictypeface.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNThe brilliant designer of the italic typeface was aman named Francesco da Bologna, surnamedGriffo. His style survives today as the book textface Bembo and is widely used by modern-daygraphic designers. His elongated ascenders anddescenders resulted a lighter look to page layout,especially combined with generous margins, finerpaper and meticulous presswork.20

CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNThe brilliant designer of the italic typeface was aman named Francesco da Bologna, surnamedGriffo. His style survives today as the book textface Bembo and is widely used by modern-daygraphic designers. His elongated ascenders anddescenders resulted a lighter look to page layout,especially combined with generous margins, finerpaper and meticulous presswork.Griffo typefaces became themodel for French type designerswho perfected his letterformsduring the following century.http://bemboszoo.com/20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNThe typographic book came to Italy from Germany as a manuscript-style bookprinted with type. A series of design innovations, including the title page, romanand italic type, printed page numbers, woodblock and cast metal ornaments,and innovative approaches to the layout of illustrations with type, enabled theItalian printers of the Renaissance to pass on to posterity the basic format ofthe typographic book as we know it today.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNThe Italian Renaissance began to fade after the sack of Rome in 1527 by the HolyRoman Emperor Charles V and his Spanish allies.The sixteenth century has become known as “the golden age of French Typography.”The leading printers produced books of fine proportions, outstanding legibility, beautifultypography, and elegant ornamentation.Two brilliant graphic artists, Geoffrey Toryand the typeface designer Claude Garamondcreated visual forms that were reproducedfor over two hundred years. In fact, theGaramond typeface is one of the mostwidely used text font used by designers today.http://garamond timeline20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNThe term “renaissance man” is often used to identify a unique individualwhose wide-ranging activities in various philosophic, literary, artistic, orscientific disciplines result in important contributions to more than one field.Geoffrey Tory was one such individual. His range of accomplishments isextraordinary: professor, scholar, translator, poet and author, publisher, printer,calligrapher, designer, illustrator and engraver. As a reformer of the Frenchlanguage, he introduced the apostrophe,the accent, and the cedilla. He was mostinfluential in developing a uniquely FrenchRenaissance school of book designand illustration.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNEqually significant, were the contributions ofClaude Garamond, the first type punch cutter towork independently of printing firms. His romantypefaces were designed with such perfectionthat French printers in the 16th century were ableto print books of extraordinary legibilityand beauty.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNAround 1530 Garamond established is ownindependent type foundry to sell to printerscast type ready to distribute into thecompositor’s case. The fonts Garamond cutduring this time were a master of visual formand had a tighter fit that allowed closer wordspacing and a harmony of design betweencapitals, lowercase letters, and italics.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNDuring the 1500s, Basel, in Switzerland, and Lyons, a French city southwest ofBasel, became the major centers of graphic design.Hans Holbein came to Basel around 1520 and was first involved with illustratingbooks for Johann Froben, a leading printer in the town. Holbein created forty-onewoodcuts illustrating The Dance of the Death, a procession in which skeletons orcorpses escort the living to their graves. This was a major theme in the visual artsat the time as a reminder to the unfaithful of the inevitability of death.20


CHAPTER SEVENRenaissance Graphic DesignHISTORY OF GRAPHIC & WEB DESIGNDuring the Renaissance, a remarkable library of exquisitebooks and art were created. However, during the 17thcentury, not much work was innovative as there was anabundant stock of ornaments, punches, matrixes, andwoodblocks. Printers had little incentive to commissionnew graphic materials.Printing came to North America when a British locksmithnamed Stephen Daye came to the new world to establisha printing press, ending up in Cambridge, Massachusetts.The first printing was in early 1639 and the first book tobe designed and printed in the English American colonieswas called The Whole Book of Psalms.20

CHAPTER EIGHTAn Epoch of Typographic GeniusHISTORY OF GRAPHIC & WEB DESIGN20

CHAPTER EIGHTAn Epoch of Typographic GeniusHISTORY OF GRAPHIC & WEB DESIGNAfter the drought of graphic design originalityin the seventeenth century, the 18th broughtabout remarkable innovation and creativity.Typographically, at the request of French KingLouis the XIV, a committee was formed todesign a new standardized typeface based onscientific principles. Romain du Roi, atypeface based on a squares divided intogrids, increased the contrast between thickand thin strokes, sharp horizontal serifs, andan even balance to each letterform.http://ilovetypography.com/2008/01/17/type-terms-transitional-type/ilovetypography.com20

CHAPTER EIGHTAn Epoch of Typographic GeniusHISTORY OF GRAPHIC & WEB DESIGNCentury Old StyleBaskerville20

CHAPTER EIGHTAn Epoch of Typographic GeniusHISTORY OF GRAPHIC & WEB DESIGNRomain du Roi initiated a new category of typecalled transitional that was a break from theheavier bracketed serifs and relatively evenstroke weights of the old style fonts.http://ilovetypography.com/old stylehttp://ilovetypography.com/transitionalCentury Old StyleBaskerville20


CHAPTER EIGHTAn Epoch of Typographic GeniusHISTORY OF GRAPHIC & WEB DESIGNWilliam Caslon of England, was anotable engraver, and type designerwho’s font, Caslon Old Style was aninstant hit. While not very fashionable orinnovative, his typeface had outstandinglegibility and a sturdy texture that made it“friendly to the eye.” Caslon increasedthe contrast between thick and thinstrokes by making the former slightlyheavier. The Caslon foundry continuedunder his heirs and was in operation untilAdobe Caslon Boldthe 1960s.20


CHAPTER EIGHTAn Epoch of Typographic GeniusHISTORY OF GRAPHIC & WEB DESIGNJohn Baskerville, also from England, wasinvolved in all facets of the bookmakingprocess. He designed, cast and set type,improved the printing press, conceived newpapers, and designed and published thebooks he printed. His type designs, whichare popular with designers today, representthe zenith of the transitional style bridgingBaskervillethe gap between old style and modern type.He made a fortune manufacturing and sellingjappaned ware—a heavilylacquered metal popularat the time.20


CHAPTER EIGHTAn Epoch of Typographic GeniusHISTORY OF GRAPHIC & WEB DESIGNIn addition to remarkable advances intypographic design, engraved borders andembellishments were designed to enhancethe printed page. Louis René Luce createda large series of letterpress borders,ornaments, trophies and other elementsdesigned with perfection.20


CHAPTER EIGHTAn Epoch of Typographic GeniusHISTORY OF GRAPHIC & WEB DESIGNIn the latter part of the 1700s,Giambattista Bodoni of Italy, becamethe official private printer to the court ofFerdinand, Duke of Parma. Despite anoffer to move to Rome and design andprint the classics for the Vatican,Ferdinand countered with an offer toexpand his current facilities, providegreater independence and the freedomto print for other clients.Bodoni is most noted for introducing anew category of roman type, referred toas modern.20


CHAPTER EIGHTAn Epoch of Typographic GeniusHISTORY OF GRAPHIC & WEB DESIGNIn the latter part of the 1700s,Giambattista Bodoni of Italy, becamethe official private printer to the court ofFerdinand, Duke of Parma. Despite anoffer to move to Rome and design andprint the classics for the Vatican,Ferdinand countered with an offer toexpand his current facilities, providegreater independence and the freedomto print for other clients.Bodoni is most noted for introducing anew category of roman type, referred toas modern.http://ilovetypography.com/modern20

PART 1 REVIEWHISTORY OF GRAPHIC & WEB DESIGN27

PART 1 REVIEWHISTORY OF GRAPHIC & WEB DESIGNSummary Terms• Johann Gutenberg• 42 Line Bible• Incunabula• Typographic styles• Old Style• Transitional• Modern• Notable typographers• Nicholas Jensen• John Baskerville• John Caslon• Claude Garamond• Giambattista Bodoni• Albrecht Dürer• Copperplate engraving27

A Graphic Renaissance PDF - ANM102 History of Graphic and Web ...

Create successful ePaper yourself

Delete template?

Save as template?