Volume 17–1 (Low Res).pdf

#1048
Graphic Design in America
Edited by Mildred and Phil Friedman
Graphic Design in America is thought-provoking,
informative, contemporary in
outlook and an excellent book for all concerned
with making graphic design work
most effectively today. Billed as "a visual
language history," this comprehensive
work is based on an exhibition held at the
Walker Art Center and was developed in
cooperation with the American Institute of
Graphic Arts. The text is not just a history,
but a critical examination of American
graphic design from 1829 to 1989. It analyzes
the cultural and technological developments
of the discipline and relates them
to changes in American history.
An interesting feature is the creative
time-lin&which uses the terms of American
presidents as a reference. It was developed
by Ellen Lupton, curator of the Herb
Lubalin Study Center of Design and
Typography at The Cooper Union, and
designer/writerJ. Abbott Miller.
Critical essays review Graphic Arts for
the Public Welfare, Changing Technology
Changing Design, Design in the Service of
Commerce, Europeans in America, From
the Poster of Protest to the Poster of Liberation,
A Zero Degree of Graphics, and an
opening essay threading the others
together and written by Mildred Friedman,
design curator of the Walker Art Center.
A valuable feature of this book is the
series of interviews by Steven Heller, with
such major designers as Saul Bass, Aaron
Burns, Matthew Carter, Ivan Chermayeff,
Muriel Cooper, Milton Glaser, Richard and
Robert Greenberg, April Greiman, Tibor
Kalman, Alexander Liberman, Leo
Lionni, Cipe Pineles, Paul Rand, Louis
Silverstein and Bradbury Thompson.
Also of great value are the set of
designer biographies and the selected
bibliography.
264 pages. 10,14 x 10 ,141390 illustrations, 80 in color.
Hardcover.
#1048
$49.50, U.S. and Canada.
Elsewhere, $68.00.
#1049
Symbols, Signs and Letters
by Martin Andersch
For a change, here is a book not so much to
read as to be looked at. Very brief text
reviews the state of handwriting today, and
there are thoughts on italic handwriting,
Roman letters and the use of the alphabet
to visualize linguistic events. The author's
style is to play instructor to you, the student,
as he takes you through the various
levels of techniques, use of inks and materials,
to learn and master this fine craft and
understand the subtleties of the fine art of
handwritten communications.
The author is a professor of design and
an instructor of calligraphy at the Fachhochschule
of Hamburg, Germany. Virtually
the entire book displays exquisite
examples, elegantly reproduced, of calligraphy
produced in his classes. The result is
a visual banquet. Provocative thoughts
add consideration to many pages, such as,
"spoken symbols of spoken ones;' (Aristotle).
An illustrated glossary follows the calligraphy
pages.
If you are an instructor or serious student
of the art of hand lettering, then this
is a "must have" title for your shelf.
256 pages. 8'/4 x Hardcover.
#1049
$75.00, U.S. and Canada.
Elsewhere, $90.00.
To Instructors of Graphic Design. Due to the
nature of this book and the value it has for both
teacher and student, the U&lc BookShop will
make this book available to recognized instructors
at a special educational rate. Please contact
the U&lc Bookshop for ordering.
#1050
Successful Catalogs
by Steve Warsaw
With the two-income family often too busy
to shop, and the cost of door-to-door sales
calls becoming prohibitive, the catalog is
becoming an increasingly important sales
tool. Of course, the designer's role in maximizing
the catalog's sales effectiveness is
crucial. Successful Catalogs is a profusely
illustrated, full-color book. The text and
illustrations state the sales problems and
explain the how and why behind the solutions.
Forty-six catalogs are case-historied.
Each has received awards in national competitions
evaluating them for effectiveness
as marketing tools as well as for outstanding
design and printing.
Five kinds of catalogs are reviewed. The
categories, and one example of each, are:
Retail, Saks Fifth Avenue; Business-to-
Business, AT&T; Incentive, Sperry &
Hutchinson, Inc. (Green Stamps); Dealer,
Laura Ashley; and Niche Marketing,
Museum of Marketing Art.
222 pages. 9,14 x 12 ,147 Hardcover.
#1050
$49.95, U.S. and Canada.
Elsewhere, $64.95.
Special notice to instructors and full time students. We have received many requests to make various books available to students and educational
centers at favorable rates. If you are cifull time student or instructor of graphic arts and want to register for this new program, please contact the U&lc
BookShop for further information.