Looking Closer 3: Classic Writings on Graphic Design

Overview


Rare and difficult-to-find essays provide fascinating reading in this third anthology in the Looking Closer series, a matchless resource tracing the continuum of critical thought from graphic design¹s earliest days as a viable art and craft. Looking Closer 3 brings back into discourse more than thirty seminal essays by such distinguished figures as William Morris, Aldous Huxley, Alvin Lustig, and Paul Rand, reviving ideas of form and content as well as arguments over manner and style that have been ...
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Overview


Rare and difficult-to-find essays provide fascinating reading in this third anthology in the Looking Closer series, a matchless resource tracing the continuum of critical thought from graphic design¹s earliest days as a viable art and craft. Looking Closer 3 brings back into discourse more than thirty seminal essays by such distinguished figures as William Morris, Aldous Huxley, Alvin Lustig, and Paul Rand, reviving ideas of form and content as well as arguments over manner and style that have been lost for decades. For professionals, teachers, and students alike, this pivotal collection is an invaluable compliment to any design library.
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Editorial Reviews

Booknews
At the turn of the century they were scorned as commercial artists, then advertisers realized the value of fusing commerce with aesthetics and now at least some graphics artists are highly skilled, paid, and respected. Here are 55 articles that are nearly impossible to find that set out the artistic and professional principles. They range from William Morris' 1893 The Ideal Book to Massimo Vignelli's 1983 Call for Criticism and include Susan Sontag's 1970 Posters: Advertisement, Art, Political Artifact, Commodity. The design of the pages is of course exquisite. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781581150223
  • Publisher: Skyhorse Publishing
  • Publication date: 8/1/1999
  • Edition number: 3
  • Pages: 304
  • Sales rank: 830,959
  • Product dimensions: 6.75 (w) x 10.00 (h) x 6.75 (d)

Meet the Author

Steven Heller is co-chair of the MFA Design: Design as Author program at the School of Visual Arts, New
York. His many previous books include Typographic
Universe, New Modernist Type, and
Scripts.
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Table of Contents

Foreword
Acknowledgments
Introduction
The Ideal Book 1
Destruction of Syntax - Imagination without Strings - Words-in-Freedom 6
Program of the First Working Group of Constructivists 12
New Kind of Printing Calls for New Design 14
With Twenty-Five Soldiers of Lead I Have Conquered the World 19
The New Typography 21
Topography of Typography 23
Typophoto 24
Our Book 27
What is New Typography? 32
I Am Type 35
Printing of Today 36
The Philosophy of Modernism in Typography 40
Outline of the Art of Advertising Manifesto 43
New Life in Print 45
What Pleases the Modern Man 50
What Makes a Magazine "Modern"? 53
The Crystal Goblet or Printing Should be Invisible 56
Towards a Universal Type 60
Advertising Art in the United States 63
Visual Expression 67
Harsh Words 75
A Technique for Dealing with Artists 84
Art in Industry 93
Integration, the New Discipline in Design 95
Function in Modern Design 98
What is a Designer? 106
The Designer and the Client 109
Tradition: Cliche, Prison or Basis of Growth? 112
Type is to Read 117
What is New in American Typography? 123
The New Typography's Expanding Future 126
Visual Environment of Advertising 130
The Typography of Order 135
Advertisement: AD Vivum or AD Hominem? 139
Concrete Poetry 146
Sometimes I Play Things I Never Heard Myself 150
First Things First 154
The Responsibilities of the Design Profession 156
Education for Visual Design 161
Visual/Verbal Rhetoric 167
Decline of the Visual 174
Typography is a Grid 177
Trademark Design 180
Here are Some Things We Must do 187
Visual Pop 193
Posters: Advertisement, Art, Political Artifact, Commodity 196
How can One Make Swiss Typography? 219
Some Aspects of Design from the Perspective of a Woman Designer 238
Good Design is Good Business 246
Edugraphology - The Myths of Design and the Design of Myths 251
This Typeface is Changing your Life 256
Lay In - Lay Out 260
The Age of Plunder 267
Call for Criticism 273
About the Editors 275
Index 277
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