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UPPER AND LOWER CASE. THE INTERNATIONAL JOURNAL OF TYPOGRAPHICS

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PUBLISHED BY INTERNATIONAL TYPEFACE CORPORATION, VOLUME TWELVE, NUMBER TWO, AUGUST 1985

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VOLUME TWELVE, NUMBER TWO, AUGUST, 1985 EDITOR: EDWARD GOTTSCHALL ART DIRECTOR: BOB FARBER EDITORIAL DIRECTORS: AARON BURNS, EDWARD RONDTHALER ASSOCIATE EDITOR: MARION MULLER ASSISTANT EDITOR: JULIET TRAVISON CONTRIBUTING EDITOR: ALLAN HALEY RESEARCH DIRECTOR: RHODA SPARSER LUBALIN ADVERTISING/PRODUCTION MANAGER: HELENA WALLSCHLAG ASSISTANT ART DIRECTOR: ILENE MEHL ART/PRODUCTION: KIM VALERIO, SID TIMM SUBSCRIPTIONS: ELOISE COLEMAN C INTERNATIONAL TYPEFACE CORPORATION 1985 U&LC (ISSN 0362 6245) IS PUBLISHED QUARTERLY BY INTERNATIONAL TYPEFACE CORPORATION, 2 DAG HAMMARSKJOLD PLAZA, NEW YORK, N.Y. 10017. A JOINTLY OWNED SUBSIDIARY OF LUBALIN, BURNS & CO., INC. AND PHOTOLETTERING, INC. U.S. SUBSCRIPTION RATES 810 ONE YEAR: FOREIGN SUBSCRIPTIONS, 515 ONE YEAR: U.S. FUNDS DRAWN ON U.S. BANK. FOREIGN AIR MAIL SUBSCRIPTIONS-PLEASE INQUIRE. SECOND-CLASS POSTAGE PAID AT NEW YORK, N.Y. AND ADDITIONAL MAILING OFFICES. POSTMASTER: SEND ADDRESS CHANGES TO U&LC, SUBSCRIPTION DEPARTMENT, 866 SECOND AVENUE, NEW YORK, N.Y. 10017. ITC FOUNDERS: AARON BURNS, PRESIDENT EDWARD RONDTHALER, CHAIRMAN EMERITUS HERB LUBALIN, EXECUTIVE VICE PRESIDENT 1970.1981 ITC OFFICERS 1985: GEORGE SOHN, CHAIRMAN AARON BURNS, PRESIDENT EDWARD GOTTSCHALL, EXECUTIVE VICE PRESIDENT BOB FARBER, SENIOR VICE PRESIDENT EDWARD BENGUIAT, VICE PRESIDENT ALLAN HALEY, VICE PRESIDENT RICHARD CONWAY, CONTROLLER AND GENERAL MANAGER MICROFILM COPIES OF U&LC MAY BE OBTAINED FROM MICRO PHOTO DIVISION, BELL & HOWELL, OLD MANSFIELD ROAD, WOOSTER, OH 44691

THOUGHTS

In This Issue:
Thoughts

A noted philosopher defines his trade. Page 2.

Editorial "But Is It Appropriate?" Some reminders about the holy matrimony of text and typography. Page 3.
Typographic Milestones

The story of Claude Garamondpublic genius and personal failure. Page 4.

Tinkelman Takes In a Powwow Illustrator Murray Tinkelman discovers some things "old" and some things "new" in a traditional Indian ritual. Page 8. Man Bites Man Steven Heller interviews the irreverent, inimitable Brad Holland. Page 12. All Fired Up Much about the renaissance and rekindling of cast iron stoves. Page 18. Kot's Joke Rightside up or upside down, this catphabet is sure to tickle your funnybone. Page 22. Book Shelf A browse through some current publications related to communication arts. Page 23. Puzzle: Hook, Line and Sinker There are many good fish in this sea. Page 24. Computer Graphic Arts New tools for do-it-yourself printing and their ramifications, by Perry Jeffe. Page 26. The Silent Circus
A "mind's-eye" view of Lance Raichert's private circus. Page 28.

TRADE S TO SAY HAT I

VOLTAIRE

What's New From ITC ITC Elan;" designed by Albert Boton of France, combines gothic simplicity with traditional elegance, introducing some surprising innovations. Page 32.
Not Just Gameboards...Not Just Games

INDEX TO ITC TYPEFACES

ITC AMERICAN TYPEWRITER' ITC AVANT GARDE GOTHIC" ITC BARCELONA" ITC BAUHAUS'. ITC BENGUIAT CONDENSED' ITC ALAN'" ITC GARAMOND' ITC GARAMOND CONDENSED' ITC MILANO ROMAN' ITC MODERN NO. 216'" ITC NEWTEXT" . ITC QUORUM" ITC SYMBOLITC USHERWOOD T" . ITC WEIDEMANN 41-45, 47-48 .40, BACK COVER 42 24-25 28-31 2, 3, 32-37 4-7, 18-21 18 8 BACK COVER 2 8-11 22, 26-27 23, 46, 48 RONT COVER, 12-17

A dazzling exhibition of hand-painted gameboards raises some questions about why people play them. Page 40.
This issue of UErIc was mailed to 190,000 readers: 145,000 in the United States and Canada, and 45,000 abroad. It will be read by over 1,000,000 people. QUILTS AND CREDITS. WE HOPE YOU ENJOYED THE STORY ON QUILTS IN VOL. 12, NO. I OF U&IC, BUT A CREDIT LINE WAS OMITTED. THE TRANSPARENCIES WERE SHOT BY PHOTOGRAPHER SCHECTER LEE.

MASTHEAD: ITC NEWTEXT REGULAR TABLE OF CONTENTS: ITC ELAN BOOK WITH BOLD INDEX TO ITC TYPEFACES. ITC FRANKLIN GOTHIC BOOK WITH BOLD

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EDITORIAL

BUT

11)Rs IAI"E
A successful graphic design can be a multifaceted gem. Like a diamond, its beauty and value depend on the number of facets for its brilliant sparkle. Graphic designers, art directors, typographersall who work with type are aware of the many facets but often tend to focus on just a few. ome messages require maximal stress on clarity, others on vitality and still others some balance between them. All messages deserve exquisite craftsmanship and all must be appropriately clothed typographically. Too many fail to meet these criteria. Major aspects of graphic design include clarity (some elements of which are legibility, readability, order, emphasis) vitality (affected by such considerations as size, color, shape, position) craftsubjectivity and manship (including emphasis on esthetletterspacing, word ics come easily to spacing, alignment, and many artists and designmuch more), as well as ers. Analyzing a mesappropriateness. Appropriateness: the choice and execution of the graphics for propelling the message that are most suitable to the tone and content of the message, the nature and intent of the sender, the needs, desires and orientation of the receiver.

sage and its purpose require objectivity, often a pause in the creative surge, to ask not only if the design is exciting or strong or clear or beautiful, or if executed with skill and taste, but whether it is really a most effective way of saying what needs to be said to those we need to reach. A graphic solution must do more than look good. It must work. It must communicate. The best art design professionals know this and practice this (albeit subconsciously) daily. But, as many thousands more people (without design training or experience) move into the world of design- decisionmaking it seems timely

to remind ourselves thatas much as we need clarity, vitality and craftmanshipif an exquisitely designed piece is misaimed it isn't an effective communication.

o before giving a design a final ok, don't forget to ask yourself, "But, is it appropriate?" E.G.

HEADLINE / INITIALS. ITC ELAN BOLD

TEXT' BOOK

QUOTE: BOLD WITH BOOK

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Garamond spent much of his time dissatisfied. Ironic, because today he is one of the most respected, influential, and important individuals in typographic history. His skill was such that he received a royal commission from the French court to create a series of typefaces; he was one of the first to establish type-founding as a separate enterprise, and his work was in demand by the finest printers of 16th century France. Garamond was clearly the most important type designer and punch cutter of his time; and yet he wanted more. Garamond's work brought him into close contact with the most prominent, influential, and wealthiest patrons of the French book arts. This was the source of his dissatisfaction. He soon became disenchanted with his own small opportunities and profits as a type designer and founder. In the introduction to a book on which he collaborated he complained that his work, "feathers the nest of publishers and brings honey to their hive." (Perhaps the mixed metaphors indicate Garamond's mixed feelings about his profession.)
Claude

Claude Garamond was the most distinguished type designer of his time, perhaps of the whole Renaissance. A true typographic innovator, he was instrumental in the adoption of roman typeface designs in France as a replacement for the then commonly used gothic, or blackletter. He was one of the first type designers to create obliqued capitals to complement an italic lowercase; and to create an italic design as the specific companion to a roman type style. Garamond was a pioneer. Like many exceptionally creative people, Garamond's genius was released as the result of the influence of another. Geofroy Tory was Garamond's catalyst. Tory was what we like to refer to as "the typical Renaissance scholar;' a many-sided genius. Originally a teacher of philosophy, he developed an enthusiasm and love for typography and the graphic arts. This led to energetic experimentation in engraving, printing, and eventually publishing. Tory was a native of France, but spent several years in Italy. This Italian sojourn had a profound effect on Tory's work and philoso-

phy; such that when he returned to France and established himself as a bookseller, engraver and printer, he soon became the most powerful pro-Italian influence in these crafts. Tory brought warmth, balance and humanity to the French book arts. Garamond was one of Tory's most ardent followers. Thus it was that the type he created under Tory's direction followed the roman style of letter which was then prevalent in Italy. Through Tory's enthusiastic influence and Garamond's remarkable skill as a type designer and punch cutter, roman letterforms began to replace blackletter as the French typographic norm. It has, in fact, been said that were it not'for the work of Garamond, the French (like the Germans) would have been reading blackletter well into the 20th century. The genealogy of our current alphabet is both mixed and complicated. The present standard of a root design for capitals, small capitals, lowercase, numerals, and corresponding italic and bold designs began in the 6th century, but was not given a popular typographic form until the work of Garamond.

The first typefaces were upright designs: the gothics of northern Europe and the romans of Italy. There were no italics. Italic typefaces evolved from the common written hand and were first cast in metal to solve an economic problem. In the Renaissance, knowledge through reading first became accessible to common people, but books were still very elaborate and expensive. Sensing the need and economic opportunity for a reasonably priced product, publishers began to issue books which were more utilitarian in design. Rich ornamentation and grand illustrations were the first to disappear from these forerunners of the modern "paperback." Next, the size of books was decreased to save paper. As books became smaller, type was designed in smaller sizes. Readability soon began to suffer. In an attempt to return acceptable levels of readability to these inexpensive books, printers began to cast type based on calligraphic letterforms and proportions, because they took less space than traditional romans. The first italics normally consisted of only lowercase characters: when

Left: Claude P. Garamond, New York Public Library Picture Collection.

Garamond (Berthold)

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Garamond 3 (Linotype)

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Grafotechna Garamond

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capitals were needed, the printer pulled from the roman font. Like many designers of the period, Garamond also created italic typefaces for this new kind of book; but his italics had complementary sloping capital letters. While he did not start the trend, his designs were so important that they set the precedent for future work. Perhaps even more basic to current standards of typeface design, Garamond's italics were created as harmonious counterparts of roman typefaces. Prior to Garamond, italics and roman typefaces were viewed as two separate typographic tools with distinctively different purposes. Garamond created orderly and elegant typefaces in which all the parts: capitals, lowercase, and italic variants, are balanced contributors to the typographic whole. It is because of his undeniable creativity and regard for typographic integrity that it seems so out of character for Garamond's first italics to have been copies. It was about this time that he began to feel the acute financial differences between himself and the

publishers for whom he worked. Garamond reasoned that if he published books as an adjunct to his typefounding business he could begin to rectify the differences in monetary rewards. The trouble was that publishing was a very expensive business to enter into in the first place. Garamond eventually found a business partner in Jean de Gagny, then Chancellor of the Sorbonne. Gagny promised to give financial aid provided that the type designer would produce "as close a copy as possible of the italic letter Aldus Manutius." (The Aldine italic was the most popular choice for 16th century French book work.) Garamond agreed and, accordingly, the scheme went forward. Two italics were cut and shown to potential collaborators. The results were deemed favorable, and in 1544, Garamond presented his italic to the French court and was granted a three year copyright to the design. The following year his first book was published. In all, five books were jointly published by Garamond and his collaborators. In 1546, however, he gave
,

up his publishing career having enjoyed little financial success or personal satisfaction. Garamond is generally credited with establishing the first type foundry. He was the first designer to create faces, cut punches, and then sell the type produced from the punches. Unfortunately, Garamond also had little success in this business. In fact, he died owning little more than his punches, and shortly after his death in 1561 his widow was forced to sell even these. While Garamond was not personally successful, his typefaces certainly were. Eventually they were used, and popular, throughout Europe. They found their way to Holland via Christopher Plantin; to Germany through Andre Wechel, the executor of the Garamond estate; and into Italy via Guillaume Le Be, one of Garamond's students. His work was emulated and copied in nearly all of literary Europe. In France Garamond's work became a national style; his punches used to create and inspire the creation of many fonts of type. Some of his punches were even identified as

having become part of the original equipment of the French Royal Printing Office, established in Paris by Cardinal Richelieu, almost a hundred years after Garamond's death. Richelieu used the type, referred to as the Caracteres de l'Universite, in the printing of his book, Les Principaux Poincts de la Foy Catholique Defendus. It is on this type that most of the modern Garamonds are based. One of the first, Morris Fuller Benton's design for American Type Founders in 1919 met with almost instantaneous success; such that the other major foundries brought out their versions in quick succession. In 1921 Frederic Goudy completed Garamont, a similar design inspired by the same source, for Lanston Monotype. The English Monotype Company followed in 1924 with its own interpretation of Garamond, again inspired by the Caracteres de l'Universite. Once again the Garamond designs were immensely popular. In 1926, however, a lengthy and thoroughly documented article by Paul Beaujon, in The Fleuron estab-

72 Point

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60

iintESIGN g I Helps Girl

3

24 Point

10A 19a

48 Point

6A 10a

24 Point

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48 Point

6 A 10 a

ROMANCE Gay songbird returns home

18 Point 15 A 29 a

DIGESTION Fine samples of imported frocks attract maiden

18 Point 16A 28a

FORCED

Displayed
42 Point 7A 12a

MISCONSTRUE

Eruption
42 Point 6A lla

MODELS Delighted
INSPIREDa

MONUMENTS BEGUN memorial dedicated to hero

16 Point 17 A 34 a

Conscientious effort stamps the work of true craftsmanship

16 Point 17 A 34a

HOMING New Basket

36 Point 7A 12a

ENTERPRISING FRENCH musicians

GOVERNMENTS Eastern organization distributing religious tracts through station

14 Point 22A 44a

METHODS Unfrequented
30 Point 9A 16a

banqueted by club
14 Point 22 A 42 a

NOBLE PRIVILEGE

Huge Clock

BRIGHT PERSONS NUMBER among your virtues piety and truth

Pleasingly designed type faces favorably influence the cause of fine printing

ECONOMIZE Color in printing is very attractive

Garamond, American Type Founders Specimen Book, 1934

Garamond, American Type Founders Specimen Book, 1934

lished the work of Jean Jannon, over eighty years after Garamond's death, as the basis for these first Garamond revivals. Jannon was a printer and punch cutter in Paris. Early in his career he came into contact with, and was obviously impressed by, the original work of Garamond. In the early17th century, Jannon's Protestant sympathies took him to Sedan, north of Paris, where he worked in a Calvinist academy. Because he had difficulty securing tools and materials for his work, he made many of his own. Type was one such tool. Over a period of time, friction between Jannon and the authorities in Sedan resulted in his return to Paris. He took his type and punches with him, and worked for only a short time before his Protestant leanings got him in trouble again. Jannon was forced to leave Paris; but not before his type and punches were confiscated by the government. These eventually found their way into the French National Printing Office, where they were used by Richelieu. The type was then placed in the Printing Office archives, where it remained in obscu-

rity for over two hundred years. In 1845, the type was rediscovered and brought out for use by The Imprimerie National in Paris, which, two years later, printed two specimen books showing the type and attributing it to Garamond. At the turn of the century, The Director of the French National Printing Office studied the available material and announced that the type was the work of Claude Garamond. Paul Beaujon discovered a specimen book of Jannon's in The Mazarin Library in Paris, and after careful and exhaustive research was able to prove that Garamond types residing in the National Printing Office were actually the work of Jannon. The revelation caused a sensation in the typographic world perhaps equaled only by the revelation that the man, Paul Beaujon, was actually Beatrice Warde writing under a pseudonym. Printing and typography was "man's business" at the turn of the century and Ms. Warde must have felt that no one would believe the theories of a mere woman. This

"mere" woman, however, went on to become a major force at the English Monotype Company and one of the most celebrated historians of the typographic arts. Few people (men or women) have surpassed her accomplishments. Meanwhile, other Garamond designs were created, based on the type actually produced by Claude Garamond. George Jones of England created a design based on original Garamond in 1924. It was released by Linotype & Machinery, London, and for some unknown reason was not named Garamond, but Granjon, who was a contemporary of Garamond's. In 1925, both Mergenthaler Linotype and Stempel released designs based on the actual type of Claude Garamond. The Fleuron article did little to affect the popularity of the Jannonbased Garamond designs. They in fact became so popular that other foundries duplicated the style; Intertype in 1927, Mergenthaler Linotype in 1936, and even Monotype in 1938. The Linotype version is called Garamond No. 3, and the Monotype is American Garamond,

to distinguish them from earlier designs. Finally, over a period of five years, International Typeface Corporation, released a large Garamond family of sixteen designs. This most recent addition to the Garamond lineage brings the design concept full circle. ITC Garamond was created as a harmonious family of faces in which all the variations are balanced contributors. Thus, the irony: that the designs of a dissatisfied type designer, who died virtually penniless would influence the design of a score of typeface families bearing his name; and that the various versions would account for some of the most consistently popular type styles of the last seventy-five years. Like most people, Garamond had frailties. Unlike most people, he was exceptionally talented and profoundly creative. He was responsible for popularizing the current standards of harmony in type family development, and for providing the typographic community with one of its most elegant communication tools.
HEADLINE/TEXT/CAPTIONS: ITC GARAMOND LIGHT

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You never can tell where and with what Murray Tinkelman will turn up next. Our longtime readers who recall his phantasmagorical "mechanimals" and his real life cowboys from previous issues of U&Ic, will probably recognize the unique Tinkelman touch in these Indian portraits. While Murray Tinkelman is himself amused by this Cowboy-and-Indian sequence of involvements, it would be a mistake to assume there was anything logical or calculated about it. The cowboy drawings were work-related. He started to hunt down "friendly neighborhood rodeos" in upstate New York to make studies for a series of Zane Grey paperback covers he was illustrating. But his infatuation with Indians grew out of a serendipitous encounter with a powwow of Plains Indians in Cody, Wyoming. Tinkelman was stunned by the sights and sounds and colorby the mysterious ritualistic songs, dances and costumes. But what really blew his mind were the anachronismsthe sunglasses poking out of ceremonial headdresses, the numbered placards dangling from leather tunics, along with the feathers and beads, and Pepsi bottles hoisted to contestants' lips between events. Tinkelman clicked away with his camera and brought home a wealth of reference material for a new series of drawings. Back home in Peekskill, New York, he discovered that he didn't have to travel further west than Westchester County or the western bank of the Hudson River to pursue his new preoccupation

TINKELMAN TAKES IN

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A Jack Rainmaker, an old style, traditional dancer, whom Tinkelman met at a Bear Mountain, New York powwow. He is a resident of New York City. B Gordon Eagle. a Winnebago Indian whose tribe inhabited the north central plains of the U.S.A. Eagle lives in Queens. New York City. Tinkelman pronounced him a very fine old style dancer and his all-time favorite model. Gordon Eagle, in a traditional ritual dance. Notice the contestant number dangling from his costume. D A Fancy Dancer. captured by Tinkelman at a powwow in Cody. Wyoming. In addition to the traditional ritual dances. powwows include demonstrations of improvised movements called "fancy dancing. -

E Jack Rainmaker, in closeup.Tinkelman describes

him as an articulate, gregarious and amiable man, exceedingly conscious of family and cultural roots.

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10

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11
with powwows. In 1981, his wife happened upon an announcement of a powwow of 16 Northeastern Indian tribes, scheduled to take place in Katonah, New York, just a tomahawk's throw from their home. In 1983, another powwow of Northeastern Indians drew Tinkelman to Bear Mountain State Park in New York, where he went armed with his camera and some of his completed drawings. In deference to the performers he wanted to photograph, Tinkelman approached one of the singer-drummers, explained his business and unveiled one of his finished drawings. The performer examined the illustration, nodded knowingly and commented, "That's a Murray Tinkelman." lb which the flabbergasted Murray responded, "Fm a Murray Tinkelman!" A few more exchanges between the men revealed that Joe Leon, the native American Indian, and Murray Tinkelman, the native Brooklynite, had a good deal in common. Joe Leon, it turns out, is currently an art director who received his basic training in graphics at the old High School of Industrial Arts in New York City, the very same high school that Tinkelman attended. Also, Leon and his family live in Laurelton, Queens, a suburb of New York City in which the Tinkelmans resided before moving upstate. The coincidences of their lives and Joe Leon's natural affability helped establish a camaraderie between the men. Joe Leon, who heads up a performing group called "The Thunderbird Dancers," introduced Tinkelman to a number of Indian friends. These relationships have given him entree to Indian activities beyond the powwow and broadened his understanding of Indian culture and Indian affairs. Tinkelman feels profoundly touched by these experiences. Leaping from the sublime to some specifics, we asked Tinkelman about his drawing technique, which, as anyone can see, requires excruciating patience and control. He magnanimously let us in on one secret. He uses water soluble ink in his Rapidograph pen. That's important. "People have difficulty with a Rapidograph because they use regular India ink which clogs the point," he explained. So now that we know how it's done, watch out for the competition, Murray. Marion Muller

12

When I met Brad Holland, over 16 years ago, I was just a kid, and he was fresh off the bus from Kansas City. Together we worked on a small magazine, which, while of no great consequence, proved to be my university of the streets. Though I was the editor, it was Holland who taught me to edit, taught me typography (by introducing me to Herb Lubalin's work), and showed me that illustration is more than Just embellishment of another's text. I haven't always been able to practice what Holland preached, but I've never forgotten it either. Holland has influenced many illustrators and art directors. With the former he's pointed out conceptual directions (of course, some have borrowed his style and not the substance), and with the latter he has shown that artists are not simply pairs of hands. This interview was conducted in January 1985, one of 21 in my forthcoming Van Nostrand Reinhold book, Innovators of

MAN BITES MAN

in those days, that I still answer to the name.
Q:

Q: Was that what most of your school life was like? BH: Yeah. It was an All-American education. In high school we had a science teacher who used to ask if Mickey Mouse was a real mouse. Everybody liked him for being such a regular guy. He coached football, but of course he had to teach something. So he taught science, although I doubt that he could explain why people in Australia don't fall off.
Q:

sand drawings piled up in the closet or out in the barn. I mean, this wasn't your average teenage hobby, like collecting Elvis records.
Q:

How did you submit these to Disney?

BH: I sent it to him like junk mail. I didn't really know how else to do it. I didn't

When you started drawing, did you have any knowledge of illustration?

BH: No, I'm not sure I do even now. See, where I grew up everything was pop

Were you drawing all along?

American Illustration. Q: You are one of the most prodigious artists I know. Are you still having fun working? BH: Sure. I'm not always crazy about the hours I keep these days, but I always have fun. Q: How did you get into this business?
BH: Oh, I just kind of barged in. You know, there's always more artists than there's room for. You never see any articles in The New York Times about how the Russians or the Japanese are getting ahead of us in art. So you just have to wedge yourself in where you can. When I started, hardly anybody made it in this racket before the age of 40. You worked your way up to the big magazines, had a comfy middle age, and ended up painting portraits. So it was rather difficult to break in. I got so used to being called "The Kid"

AN INTERVIEW WITH BRAD HOLLAND BY STEVEN HELLER

culture. Howard Pyle, Michelangelo, The Katzenjammer Kidsit was all art to me. But I didn't know how a person earned a living doing that stuff. I knew most of those guys had been dead for years. But Walt Disney had these programs on TV, showing how they made their movies and that seemed a little more accessible. So in the seventh grade I started getting work ready to send to Disney. I knew I'd have to do something to earn a living in a few years, and I knew I didn't want to go to college.
Q:

BH: Yes. I started drawing when I was 12 or 13. Then I sent my portfolio off to Disney when I was 15.1 figured if I got a job there, they'd let me quit school. So I did a lot of stuff. I had storyboards for The Song of Hiawatha, Pecos Bill, Paul Bunyan. I did some dirty stories, too, but I didn't plan on sending those to Disney. I had drawings showing camera angles, backgrounds, animated flip books, character model sketches. I even had songs that I had written. I wasn't messing around.
Q:

Unpublished. "Short Orders."Chicago, 1961

Did you intuitively know how and what to do?

What was so terrible about college?

BH: Well, I'd learned to read before I went to kindergarten, and I went to kindergarten when I was four. So things moved a little slow. I remember in kindergarten we had to stand up and recite this silly poem about a duck. It Q: Did your parents encourage you? was easy to memorize. It was so dumb you couldn't forget it if you wanted to. BH: Yeah. My mother encouraged me daily. Sometimes she'd encourage me I still can't. "Little Ducky Duddle several hours a day. Then she'd warn went wading in a puddle:' When my me that my father would encourage turn came I wouldn't recite it, though, me when he got home. She claimed because I thought the name was that when I wasn't getting into troustupid even for a duck. I didn't want ble, I was drawing, which was nearly to say it. They kept making me get up as bad. She was concerned that I was in front of the class until I started to going to be a dreamer or a deadbeat, cry. I told them I just couldn't learn it. which I probably would have been if I I hoped they'd think I was stupid and had stayed in town. She'd say, "Bradleave me alone. A bunch of kids started ford, it's fine to have a hobby, but to laugh, somebody called me a dumyou've got to learn to live in the my, but I just stood there crying. I never world:' In retrospect, I think it's helpdid recite that poem either. They sent ful to have people discourage you me home with a note saying someearly. If an artist can be headed off at thing like "Bradford seems unable to the pass, he will be, sooner or later. learn:' Meanwhile at home I was Only the strong survive. Anyway, by chugging through Oscar Wilde's The the time I was 15, I had about a thouHappy Prince.

BH: No, not the technical things. I found that stuff in a book in the library. I just checked it out for four years and returned it when I graduated. Also I found an old WPA pamphlet about cartooning that said Disney ran a school for animators. This, of course, was true back in the Depression, which was how old the book was. In the '50s, they were firing people, although I couldn't have known that. I hoped that Walt Disney would come down like the duck in "You Bet Your Life" and hand me a ticket to Burbank. I figured once I got to the studio I'd learn the rest, and you know, maybe meet Annette. In fact, I figured with all my talents I'd be able to help run things if Walt needed a break. I thought their movies were too cute, that they should be more satirical.

know what a portfolio was. We didn't even have a bookstore in town, let alone an art store. But we did have a stationery store where I got typing paper and Ebony pencils. When I wanted to paint, I'd go to the 5&10 and buy a mess of model airplane kits and throw all the parts away to get those little jars of airplane dope, and those cheap camelhair brushes. Then I'd get some shirt cardboard and do these awful, shiny paintings. For charcoal drawings I used briquettes, you know, saturated with fire starter. God! Have you ever tried to do a drawing with a charcoal briquette on shirt cardboard? Anyway, when I was 15,1 got several hundred drawings together and put them in a cardboard box. I typed up a letter on a neighbor's typewriter, saying I was 21, and sent it all off to Walt Disney Productions, Burbank, California. Then I waited for about a year. There wasn't even a note from Walt saying, "Thanks for the box:'
Q:

Too bad you didn't know about registered mail.

BH: Well, about a year later, I got a note from the local post office saying there was a box for me from Burbank. By this time I was so sure they'd rejected me that I wouldn't even go down and pick the thing up. I didn't even want to see it. Because in the whole time I had thought about being an artist, I never allowed myself to think what I would do if I got rejected. But I didn't want the post office to throw the stuff out, so I finally went down to get it. Well, the box was in pretty bad shape. It looked like it had been around the world a couple of times and been thrown down a flight of stairs. When I opened it, I found the drawings were folded over and wrinkled. They had big thumbprints on them. I was wondering, "Are those Walt's thumbprints?" And at the bottom of all this was a little two-color rejection slip on heavy stock, with a picture of Mickey Mouse

13

saying something like "Mickey doesn't want you." I got over the rejection, though.
Q: Were you reading a lot when you

respect. No matter how I imagine a picture when I start working, I just let the thing make itself up. I never even know what colors I'm going to use.
Q: When did you decide to look for real

were young?
BH: Well, I always read, except what I was

illustration work?
BH : When I got out of high school, I hung

supposed to. But I didn't illustrate what I read.I just played with it. Like, I'd take Don Quixote, which I've still never read, and make up a story based on the images. I did Pecos Bill the same way. The stories were just a point of departure.
Q: Were your concerns esthetic or con-

ceptual? Were you illustrating an idea or making a drawing?

BH: I was essentially thinking in pictures, I

around for the summer, helping Dad build a house. In the fall I went to Chicago, I took my drawings around in a fashion about as inept as I sent them to Disney. By this time I was doing some very strange drawings. They were all very crude, like drawings done with a sharpened stick dipped in ink.
Q: What were they like? BH: I meant to be satirical. But they were

fields, or hanging out downtown at The Spanish Inn. I'd just do scribbles of them then. It was more a way of imagining I was them than a conscious attempt to make art. But in Chicago, as I found myself sinking lower on the totem pole myself, the drawing of the derelicts took on the intensity of self-portraits. And since I was never able to peddle anything I didn't believe in, that was the kind of stuff I took around.
Q: Why did you go to Chicago? BH: Because it was close. From Ohio, New

BH: Yes. John's a great guy. Very gentle,

very generous. One day, when I was still 17, he told me, with great respect, that people like me only came along once in a lifetime. Well, I'd heard that

I CAME BA K TO JESUS

guess. At the time I was just feeling things out. I wasn't illustrating anything. If I wanted to tell a story as such, I'd write. I'm a good writer and I always wrote a lot; stories, skits. I had a little acting group and an Indian dancing group. We toured, had our own trailer, lights, sound system. We performed in three or four different states, at camps and county fairs. When I wanted to write, I simply wrote. But I always felt I could get multiple feelings, even contradictory feelings, into pictures without having to name them the way you would in prose.
Q: Did you understand things best

darker, less cartoon-like by then. My big influence then was a Mad Magazine artist named George Woodbridge.
Q: I never knew anybody else who mod-

eled his style after Woodbridge.

BH: I liked the way he drew teeth. He

through pictures?
BH: I don't know, but I liked the immediacy

of pictures. I'm kind of like my dad. Dad's a carpenter; well, a lone-wolf builder, really. He can build a house without blueprints. He says he can just see it finished in his head. And he gets awfully impatient whenever he's got to explain anything to somebody else. So that's probably where I get it. Although I'm not like him in one

drew these guys with about a thousand teeth. When they smiled they looked like they had corncobs sideways in their mouths. Very intriguing. But as I said, my drawings were a little too dark to be really satirical, and there wasn't much of a market for satire in the first place. In Chicago, as I came to absorb the notion that I might be a failure for life, I began to identify with all the losers and drifters and drunks I used to find on Madison Street.I lived in a flophouse there for a while. Back home in Ohio, I'd been drawn to the migrant workers. I'd do sketches of them sometimes as they'd come rolling into town on the backs of trucks to pick tomatoes or sugar beets or something, or I'd see them living in shanties on the edge of the

York seemed about as far away as Paris. Chicago was just a bus ride. You got on the Greyhound, rode all night, and got off in the Loop. My grandmother gave me a breaded veal sandwich to take. I remember standing in her yard, getting ready to leave. My Dad's pal Arkie came over to say goodbye, and I heard him ask my mother with a big grin, he said, "Did you warn him about the boys?" And my mother said, "Oh Harold, I don't even want to think about that:' And my grandmother said, "Now, Bradford, when you get to Chicago, you're going to see these storefronts with women sitting in front of beaded curtains. Now you daren't go in them places. Because there are A-rabs behind them curtains and they'll take all your money." Anyway, with that advice, I started up and down Michigan Avenue. Didn't find many A-rabs, though.
Q: What did you do in order to find work? BH: I'd walk into buildings and look at the

"I Came Back to Jesus"East Village Other, 1971

kind of stuff before, but not usually as a compliment.

Q: Did you learn a lot from him? BH: When I met him he was 34, twice my

directories to see if there was anything that said "studio:' If there was, I'd go up and apply for a job. Well, my drawings looked very homemade, especially for the commercial art business in those days, when everybody wanted to be Bernie Fuchs or Bob Peak. I got everything from blank stares to teen counseling. One art director flipped through my stuff and offered to introduce me to the Savior. He said he was afraid a psychiatrist wouldn't do me much good.
Q: Didn't you finally get a job in a tattoo

age. As a man he taught me a great deal. As for drawing well, I was pretty accomplished. Even in those days I often did the pencil sketches for his jobs. It was my rendering and my ideas that seemed to horrify everybody.
Q: Did you leave because you wanted to

learn more?
BH: Well, I had to make a living. The sec-

ond year I worked for IOUs, because we weren't making much money. I worked at a supermarket to survive, loading stock at night and on the weekend, and working at the studio during the day.
Q: Did you stay in Chicago after you left

the studio?
BH: Oh, I got around.1 was headed for

parlor?
BH: I just walked in to keep warm one day,

New York, but I ended up in Kansas City.

Q: And then you went to work for Hall-

and walked out with a job. I was never r eally keen on tattoos for myself, a Ithough I thought they improved ome people. Especially the kind that h ung around tattoo parlors. Wasn't much of a job, I was just there a little while. After that, I got a freelance job a t a studio. It was a crowded little c ubbyhole with three, sometimes four 0 f us crammed in. Whenever one of us g of up to leave, the others had to get u p to let him out.
Q: Was that John Dioszegi's studio?

mark, right?
BH: I met somebody who said Hallmark

had offered him a job for $425 a month. Said they were starting a department to do book illustrations and were looking for pen-and-ink artists. Of course, I wanted to go to New York, but I needed some money to start up. I was always hearing stories from guys in Chicago who had just returned from New York with these tales of horror, you know, like Kurtz

14

being brought out of the jungle. New Yorkers were vicious. They'd beat you, rob you, steal your ideas, steal your style, and send you back home with tin cans tied to your tail. Anyway, I went to see Hallmark about a job. Figured I'd work there a couple of months, earn a few hundred dollars, unless, of course, they paid in IOUs.

Q: But you must have also realized that

with an attitude like that you'd meet resistance.

BH: Well, what that period in Kansas City

really did for me was to allow me over a year out of the mainstream of art. I began to think of my work in terms that had no relation to any of the cliches of contemporary art. I said to a friend one day, while we were walking around, that I had identified three kinds of artists: there were fine artists, commercial artists, and real artists. And real artists were the ones who didn't worry about which of the other two kinds they were. See, the work I was doing then didn't look like what galleries in New York were showing, and I reckoned that if I came here and took my stuff around they'd say, "Hey, this isn't Pop Art;' and I'd get the bum's rush. So I began to think of magazines as an alternative. I figured I didn't necessarily have to illustrate anything to get work published. I thought I could just get art directors to give me a page or two in their magazines to do whatever I wanted. I was just a trifle self-confident.

Q: How did Hallmark respond to your

work?

BH: Cautiously. They could see I had talent, but the fact that I was applying for a job in wheat jeans made them cautious. They knew I wasn't going to stay long, so they took me on the condition that I start producing immediately. And they only offered me $300 a month. I said I had heard they paid $425, but it seemed that was only for college graduates. They paid even more for a Master's degree. I was only 19, but I knew I was better than the guys with degrees, so I said, "Nuts to this," and hitchhiked back to Ohio, where I tried to get a job in a washing machine factory. Stood in line with about a thousand guys at the Whirlpool plant one day. But I took one look at those blanks on the application forms where you have to list your experience and I saw that my goose was cooked. You know, the words "tattoo parlor" always look impressive on a job application form. For my last salary I had to list my IOUs. With the - kind of employment record I had, even the local seat cover factory turned me down. So at last I called Hallmark, said I'd take the $300, and became a one-man department there, illustrating books.

1973. The Age of Mxon."Pubhshed in New York Times,1974

Q: Did working in Kansas City improve

your self-confidence?

BH: Oh, I didn't lack self-confidence. If

anything I was self-confident to the point of arrogance. At least that was a common rap against me in those days. See, people in fine art kept telling me I was a commercial artist and people

pect anybody else to understand it, so I didn't try to explain anything. If people couldn't figure out what I was up to, it didn't bother me. I figured time was on my side. So, no, selfconfidence wasn't my problem. It was money. During that period I was flat broke and each day seemed like one more checkmark on an endless calendar. I did wonder at times if I even had a chance in life. It's so hard to teach yourself when you're trying to invent your own values in isolation like that. I did learn one thing I hadn't counted on, though, and that was how people use a power structure to define themselves. It was a great lesson. See, one of the ways the company tried to discipline me was to make me a supervisor and give me some of the company misfits to oversee. But it was a miscalculation from the beginning. I was late for the little ceremony where they promoted me, the way I was late most every day. Then when they called me in to tell me that I was now acting on behalf of management and had to wear a necktie, I insisted they had to pay overtime to my people when they worked late. It was a good education. Anyway, after I had saved a few dollars, I headed for New York.

Garde. He asked where my studio

was, and I said, "I've got a locker at Grand Central Station:'

Q: What I remember of your early work

is that it was all black and white. For any reason?

0: Did you know what in hell you were

doing?

BH: Originally I decided to do a straight

black and white style because it would reproduce without halftones. But when I got to town I realized that editors had no interest whatsoever in running art by itself. So I decided I'd have to trick them and pawn off what I wanted to do as illustration. And I figured that since they tended to treat black and white art as secondary work, they'd give me less flak over it. I wasn't quite right. I got all kinds of flak, but it wasn't really surprising, given my methods. The first step was to explain why I would have to do my own ideas. Then there was the manuscript to weasel around. I always read it, of course, but I treated it as just a frame of reference, as if the writer and I were simply doing separate assignments on the same subject. Then, I'd internalize the whole deal and just draw whatever came without trying to rationalize it. And I did pretty well with some of the early jobs, especially some of the stuff at Playboy where Art Paul let me run loose.

BH: Sure. I got a room in the old Taft Hotel. It was about the size of a filing cabinet. I went to the 5&10 in Times Square and bought some art supplies, a spiral notebook, some scotch tape, one of those little plastic sharpeners and a #2 pencil. I drew on the floor that night and took a sketch in the next day. It was several sheets of spiral notebook paper taped together. Lubalin laughed and shook his head. That night I got more art supplies and did a finished drawing. 0: Was your work akin to what you were
doing for Hallmark?

BH: In terms of style, yeah. The Hallmark

stuff never did look like anything else there. I was definitely not attached to the Mother Ship. They were doing cards with bunnies and skunks and so on. I remember one that had three beavers on a raft. Stuff like that. Since I wasn't doing beavers, the organization never did find a way of dealing with me. I got a lot of vague complaints. Things like, "You know, your people aren't very friendly. Can't you make them nicer?" Still, since I was actually illustrating stories, I did some decent things there. But when I got to New York I decided to go for broke. I swore I would only do my own ideas my own way and I wouldn't make changes for anybody. I figured with that kind of attitude, I'd either starve or go straight to the top.

Q: But not every art director was Art

Paul.

Q: Wasn't Herb Lubalin the first person

you saw when you came to New York?

BH: Worse than that, I couldn't always pull

off what I was trying to. I got a job from Redbook early on that really showed me the limits of my approach. It was some dumb story about a girl who didn't have a dress to wear to the prom, and I never did find a way around that manuscript. What I finally did for it was a hodgepodge of inten-

BH: Yeah. That was back when he hired

artists to do whole issues of Fact
"D.A. Latimer Gives Birth to a Snake."Series published in East Village Other, 1971.

in commercial art kept telling me I was a fine artist. So I knew I was doing something right, but I wasn't sure what. And I certainly didn't ex-

Magazine for five dollars an issue or something like that. So when I got off the train, I went to Lubalin's studio and dropped my stuff off. I returned a couple of hours later and he offered me a page in the first issue of Avant-

15

tions that added up to nothing. I even liked it at the time. But when I saw it published, I just cried, "What have I done?" Q: And yet that one got into the Society of Illustrators Annual. You were, in fact, becoming successful, but didn't you retrench after that? BH: Well, in a way. I began to get tired of having to finesse my way through every job. A lot of editors were accusing me of not having mastered the art of reading. One told me my work was perfectly meaningless. I said that didn't bother me and couldn't see why it should bother him. So yeah, I dropped back. I was looking for a hidden door through that commercial stone wall. I decided to look for some people in the business who hadn't figured out what they were doing yet, since I figured there would be a better chance of influencing them. Q: And that was when you began working for underground papers? BH: I was the only artist I knew who started with Playboy and Red book, and worked his way up to Screw, The Rat, and The New York Ace. But those crazy papers were great for what I wanted to do. They were all so new that their editorial policies were nearly Indistinguishable from anarchy. You could do a drawing and paste it up and see it printed a few hours later. Of course you couldn't make much money, a few dollars, but I had low overhead. The best part was that we had fun. There was nobody there stroking his chin and scratching his head trying to decide if all the readers

would get it. See, I knew if I kept going around to Redbook and McCall's, I'd be as successful as I could stand to be. But I was learning new things in New York and I didn't know if I could stumble around for ways to express those things when people wanted illustrations about prom dresses. Of course, I was never your typical underground cartoonist, either. Q: Though, I remember getting angry with you, the way people got angry when Dylan changed from acoustic to electric, when you started doing that Crumb-like cartoon exaggeration. BH: Well, actually, the exaggeration owed more to David Levine or Gerald Scarfe. And the style I began using was more influenced by a cartoonist who called himself Yossarian. Some Puerto Rican friends of mine, guys I met when they were robbing my apartment. We got to be quite good friends and I think some of their attitudes rubbed off on me. But I did take what Crumb was doing as a challenge. He was taking pop values as an end in themselves and putting a spin on them, whereas I was trying to trash them outright. And I realized that his approach was cozier and probably carried a greater charge. I was always more the outsider during that period, like Huck Finn on a raft, neither in society nor outside it, with a cold eye fixed on everything. Q: What particularly were you trying to learn during that period? BH: I never knew for sure. But I always knew when I had found it. I suppose

discipline, for one thing, which in art means craft. Beyond that, I was just trying to learn how to describe the life I was leading on the Lower East Side. I was fusing really crude cartoons with Japanese woodcuts. As usual, I picked up anything, anywhere, and threw it together by instinct. Sometimes by mistake. When I was a kid I learned from Mad Magazine, Gustave Dore, Popeye, N.C. Wyeth. When I got to Chicago I discovered Ben Shahn, Leonard Baskin, Hokusai, Georgia 0' Keeffe, Cuevas, Diego Rivera... Q: And when you moved to the Lower East Side... BH: I embraced disorder and ugliness. I made one false start after another. Lost the battles, convinced I'd win the war. Q: Your models were not unusual, but what you did with your knowledge seemed to buck the accepted role of the illustrator. BH: In commercial artwell, even in fine art, since one's no less commercial than the otheryou're supposed to get on a roll and then run it into as much money as you can. But I was just trying to lead an interesting life and to spin off some work. When I was still living in Kansas City my style was baroque. Like life in Kansas City. Q: I remember it being the ultimate in chiaroscuro. There was no tone at all, but it gave the impression that there was. BH: Yeah. But when I moved to Eleventh Street that all changed. Somebody

who knew me in those days said I reminded him of all three of the Brothers Karamazov struggling for possession of the same soul. He said that like Dmitri, I was a creature of my senses. Like Ivan, I was harsh and intellectual. And like Alyosha, I seemed determined to throw away everything that came easily or was dear to me. Since I could draw well, I chose to draw crudely. Since success came easily, I treated it casually. I suppose he was right, but I knew I wanted to learn to live without the crutch of my strengths, to learn to live offguard, out of my born element, to live by my wits. I wanted to ignore everything that most people think they have to have. You know, there's a sense in our culture that you can never drop back and punt. That you can never fall lower than whatever rung of the social ladder you happpen to be on. And in a sense, I knew that an artist who's unwilling to lose is a loser by definition. So the move to East Eleventh Street quite affected me, mostly because I became close to all the people I had previously identified with from the outside. I wasn't going down to look at animals in the zoo. I wasn't drawing migrant workers on the back of trucks, then going home to the subdivision. I wasn't slumming. That consciously ugly style of mine came from embracing life down there. Q: You tried to do light, humorous work, but it never seemed to jell. BH: Well, congeal might be a better word. My intent wasn't really to be light and humorous; humor and tragedy are just the front and back ends of the horse. I was simply trying to feel my way through what turned out to be the grotesque. Maybe I was overreacting to my experience, but then maybe you have to be a kid from the Midwest just

Jim Holland. From personal sketchbook, 1976.

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Q: Was it difficult to persuade others to arrived in New York to actually notice let you make use of personal imagery? what is grotesque. What I was doing then, in the late '60s, would look BH: It was really just an ordinary war of quite up to date in an East Village galnerves. But yeah, I had to work on a lery now. Except that now grotesque is few people. Tell a few stories. Some rather a clich of fashion. With me it folks in publishing have an unnatural was steps in the dark. I was completely fear of any picture that doesn't roll caught up in the life I was living. over and play dead. Q: At what point did things change? Q: But you have succeeded, and ironically so, in creating an approach that has BH: When I fell in love. I mean, really in spawned imitators.

BH: Somebody asked me years ago how I made it up the ladder of success so fast. I told him I didn't use the ladder, I just flopped up the stairs in the dark, and when the lights came on, there I was. He seemed disappointed. I think he was wanting something surefire. Q: Would you say that the drawings for the Op-Ed page of The New York Times really established your reputation? BH: Well, the stuff for Playboy paved the way. But since It was erotic, it did have a rather limited audience. So, yeah, the stuff for the Times was the big breakthrough, although it was probably the least likely place for me to break through. When J.C. Suares called me to show my work there, I thought he was kidding. The page

was just starting, and I figured the Times would never use the kind of things I was doing in the underground press. But Suares persisted and finally got me up to see Harrison Salisbury. Harrison was different from most of the other editors I had dealt with before. He went through the drawings with real interest and picked out several to use for articles. I had done a drawing of a junkie, so they got a junkie to write an article about himself to go with it. The first time in my whole career that an editor had actually understood the work exactly the way I intended it! Harrison seemed to understand instinctively that magazines don't have to use art just as illustration. The time he was editor there was a great period. Q: Did that work for the Times grow out of your concerns about the Vietnam War, the Nixon Presidency? Is that too simple an explanation?
BH: For me it's too simple. I wasn't one of

He overdosed after getting out of jail on Riker's Island. Q: But many of your drawings were applied to outside issues and given additional meanings. Did that bother you? BH: No. I've always been a practical fellow when I had to be. For me, the drawings were really attempts to be specific without being literal. But to get them published I was happy to apply them to whatever was handy, the way Congressmen piggyback bills to one another. You know, illustrators are always supposed to "solve the client's problem;' as the clich goes. But I figure if I solve my own problems, they can be made to apply somehow. So I never thought of myself as a political artist.
Q: As you said, we all categorize too

much in this country. But categories aside, your drawings became a new form of political art.
BH: Yeah. Then a new form of careerism.

"Man of the Year."Time, January7, 1980

those people who loved to draw Nixon. A few times was enough. And I wasn't really doing drawings about war, or poverty, or drugs either. Those things are too abstract to get a handle on. What I did was personal. For example, the drawing of the junkie was just a guy I knew on Eleventh Street.

love. I met a beautiful woman and I wanted to be alone with her all the time, and my place had become virtually a clubhouse. So I moved to a little brownstone in the Village, where my whole life took on a different color. Of course, a lot of my pals found their way over anyway. One was a guy who called himself Babi Jeri. He was editing a comics magazine called Yo-Yo, and he got me to write a story for it. It was a long rambling thing, told in flashes with drawings that had very little storytelling paraphernalia, very little text. We worked on the magazine off and on for a year, then threw it together in a weekend.
Q: Stylistically, there was something

fresher about that work than most of what I see today. And probably better drawings and ideas than I've seen of late. It was the root of your Op-Ed approach, I believe. Right now there's an awful tendency to parody what went on in the Op-Ed page in the '70s, worse than ever before, to the point where I believe the symbolic drawing is better off being buried for a few years.
BH: Yeah. It's become pretty limp. To me,

my drawings weren't symbols at all, they were images. Symbols by themselves carry no weight. But images come from the subconscious, like music you hear from another room. Maybe you hear it without noticing. Later you catch yourself humming it, that's what art is.

the Times started all these supplements, and just adopted the so-called "Op-Ed style" for everything. After a few years, the place began to look like Santa's workshop. There was one new art director who always had about a half dozen artists sitting on cabinets and window ledges or hunkering down in the corners making changes on drawings while he ran the stuff back and forth into an editor's office for approval. It was amazing. Then he began handing out copies of my drawings to these artists. For pointers, he said. Finally he began to hold these guys over my head, telling me how happy they were to make changes and how they never argued with him. Well, I could see the handwriting on the wall. The day Nixon resigned, I was trying to come up with something that would sum up Watergate without being clich, and I remembered an idea I first had when Nixon was elected. So I did it and took it in. It was a drawing of Nixon as a bunch of Easter Island statues staring out to sea. Well, when I showed it to the guy, he laughed out loud. But he said, "How do I explain this to my editors?" I said, "Don't try. If you don't let them think about it, they'll get it. The minute you start monkeying with explanations, you're sunk. They'll start intellectualizing about it and the whole thing will come unraveled:' Well, I left there with moderately high hopes, but in my heart I knew it was an illusion. I could see over by the windowsill that he had several elves on duty. The next day, when the paper came out, they had replaced my drawing with a rendering of an eagle with a big tear in its eye. Of course, everybody thought it was quite lyrical, but that's the kind of dull platitude I had

"East 11th Street." New York Times Op-Ed Page, 1971.

17

gone into the underground press to avoid doing in the first place. So I just gradually quit doing work for that outfit, except for the few people there who had some integrity. The guy kept calling me from time to time to tell me he had found "the new Brad Holland;' and I'd just say "good luck."

couple of years. Then one day Suares called and said he was doing a cat book. I sent it to him, although I figured he'd say it was unfinished. Q: I don't understand what you mean by "unfinished:' BH: Well, a lot of people who saw my paintings in the '70s said that they didn't look finished. You remember, back then everything had to be rendered to a fair-thee-well, with local colors and hard edges. Then there was the whole army of Paul Davis imitators. So the cat picture was really different. Just two yellow eyes staring out of a sea of mud. Q: Did you follow that up with more paintings? Did you recognize that at the time as something new? BH: Oh, I probably thought it was unfinished. But curiously, a lot of people saw it. Then Playboy asked me to do some more paintings like it, and within a year the calls began coming in. Q: Was the Ayatollah cover for Time another benchmark?

rial. After that, it's all what you make of it. Q: Are there artists you feel influenced by right now?
BH: Most of my favorite artists are dead.

New York, 1973. Published in

The Literary Cat, 1977

several years before when I did a whole bunch of small paintings just to amuse myself. It isn't that I just got better all of a sudden and did the Ayatollah. The time just seemed to have come for what I was already doing. Q: Are you doing anything that you consciously see as a movement away from your present work? BH: Well, see, all my life I've been everybody and nobody. And my experience has been one of the Everybody in me trying to educate the Nobody. So I learn essentially by instinct, or maybe blind luck. Q: Do you seek out artistic models? BH: Not intentionally, no. I'm kind of like one of those birds that makes his nest out of grass and tinsel. I just rummage through life and take whatever interests me. Since I'm interested in most anything, it isn't difficult to find mate-

There are several advantages to that; the main one is that you don't run into them at parties. The problem with most contemporary artists is that they've all gone to college and learned that to be taken seriously you have to cause a revolution in art history. But ask yourself, how many revolutions can you have in art history every year? So most of them just end up acting like Stanley Kowalski with a paintbrush. I tend to identify more with artists like Mark Twain or Duke Ellington. I remember reading when I first came to town that Duke Ellington was still playing morning shows at the Apollo. I'm sure he wasn't crazy about it, but maybe that's the price you have to pay for being an artist in our time. I think if you're secure enough you can push out the commercial limits, the way these guys did.
Q: Do you feel you do that now? BH: Well, some days are better than

Chicago, 1962. Unpublished. Charcoal drawing.

Q: You were doing work elsewhere at the time. BH: Otherwise things were going well. T.Y. Crowell had just published a book of my drawings; magazines were calling. But at that point I broke up with a woman I was living with, and between that and everything else, I just got a little down in the dumps for a while. I decided to take a trip to California for a few weeks. I went out there fantasizing that I was going to change my name and start writing for a living. In an odd way, I rather fancied the idea of starting over. Q: But obviously you didn't. BH: No. I got an offer from a publisher in Zurich to go there and do some lithographs. I took a sketchbook with me and did some landscape drawings for the first time since I was a kid. I came back with dozens of ideas for paintings. Q: Was that the point at which painting became the important medium for you? BH: No. I'd always painted, but the volume of work I was doing in ink kind of pushed it aside. I had done several paintings of women I was seeing. Then there was one painting that was a watershed of sorts for me. It was of a man with cat's eyes. Now, a sense of dignity requires that I point out this was years ago, before cats had become a national resource. What made it really different, though, was that it looked like it had been painted with pea soup on canvas. I did it for no reason and hung it on the wall for a

BH: Professionally, sure. Of course, given the situation with the hostages in Iran, I knew the cover would be a sensation, so I wanted it to be strong, I did it originally as a waist-length portrait, but at the last minute I cropped it and asked them to run just part of the face. It was great having something so infamous for a week or so, and besides, how often do you get a chance to do a guy in a turban? But the real breakthroughs for me were

others, but yeah, I've felt it for years. That kind of confidence is where all the false starts were leading. The last couple of years have been like batting practice. I've just been trying to hit balls to all fields. I never think about style. It just comes. Somebody calls me to do a job and I just take it. I know something will materialize when I start. I've been trying all kinds of stuff.

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All re
So there we were in the early 1970s streaking toward the 21st century with our feet on our accelerators, our TV sets, typewriters, word processors, food processors, coffee makers, pencil sharpenersall plugged in. Then ZAP! The oil-producing countries of the Middle East flexed their muscles and brought the Western world to a crashing halt with an embargo on oil. Suddenly the oil that once gushed into our factories and homes slowed to a trickle. Prices soared. Americans learned the meaning of austerityhow to queue up for gasoline, how to carpool, how to switch off lights and how to pull on a sweater instead of pushing up the thermostat. In the matter of home heating, it didn't take long for some people to turn a deprivation into a celebration. They rediscovered the charm and efficiency of their grandparents' cast off, cast iron stoves. Some old models were retrieved from family attics and cellars. Purists swarmed down on antique dealers, searching for the perfect little stoves, and threatened to turn them into an endangered species. The more practical purchasers wisely settled for replicas that were being newly cast in foundries. Not only did these new models burn more efficiently, but new casting and finishing techniques made them resistant to the rust that plagued the older stoves. The renaissance of the cast iron stove was heart-warming to home owners for a number of reasons: First, the stoves burned wood or coal instead of oil. Second, they quainted-up contemporary decor with their old-fashioned furbelows. Third, they radiated heat far more efficiently than did the woodburning fireplaces that modern home owners had become entranced with previously. (Ironically, in the 1820s, it was a shortage of wood for fireplaces that first inspired the mass production of coal-burning cast iron stoves in the Albany, New York area.) How they work and how they're made. Basically, a cast iron stove is a simple fire box with an opening through which coal or wood is fed, and a pipe which leads smoke and exhaust out of the house. The earliest stoves were constructed of six platesfour sides, a top and a bottom. Some were free standing, and some were designed with an open side or back which fitted up against a fireplace through which it was stoked and vented. A variation of the stove-fireplace was devised, in 1740, by that multi-faceted, irrepressible, Benjamin Franklin. It was called the Pennsylvania Fireplace (the original name for the Franklin Stove). In this heating system, the cast iron stove was placed in front of an existing fireplace, which was completely sealed off except for a small aperture through which the stovepipe vented its smoke and exhaust. The truth is, this Pennsylvania Fireplace was hardly more efficient than a wood-burning fireplace, but the joy of it was that two front doors on the stove swung open to reveal the flames. As the idea of stoves for home heating caught on, there were some significant improvements in the design and production methods. The earliest massproduced stoves of the 1820s and '30s, for instance, were simple boxes on legs. Surface designs, if any, were in low relief, not too different from those found on butter molds. But as the competition heated up, so to speak, manufacturers concentrated on improvements in the structural design and in beguiling ornamentation. It was discovered, for instance, that the greater the number of surfaces on a stove, and the more spaces created for hot air to circulate, the more heat radiated from the unit. In addition to the fundamental construction improvements, pattern makers went ape in fancying-up the surfaces. There was no dearth of work for woodcarvers, cabinet makers and artist, of almost any specialty who wanted to lend their talents to making stove patterns. Patterns and molds. As for the designs, pattern makers borrowed unabashedly from architecture and cabinetry. They also invoked historic and patriotic themes, as well as Egyptian, Greek, Roman, Gothic and romantic Victorian motifs. These patterns for the stove plates were most often carved first in wood. Intricate details might be worked in wax and affixed to the wood. Some patterns were formulated entirely in plaster. But it was from such original carvings that iron patterns were made for use in the foundry. In the foundries of the early 1800s, castings were made in open-sand molds. The iron patterns were pressed into molding sand, the iron forms removed, and molten iron was poured into the impression to make the plate. Since, in those days, the iron was smelted only once, it was full of impurities and tended to be brittle. The opensand casting method also produced a thick, crude plate with irregular edges that had to be filed smooth. When assembled, joints did not always fit snugly, air leaked into the fire chamber and caused fuel to burn too rapidly. All in all, the stoves of the early 19th century were not the last word in home heating, but they were a nod in the right direction. By the mid-1800s, foundries learned a great deal more about smelting iron. Impurities were removed, and a new method of casting, called flask bedding, produced far more refined and efficient stove plates. In flask bedding, impressions were made of both the outer and inner surfaces of a pattern in separate sand molds. The forms were then sandwiched together (with the iron pattern removed) and molten iron was ladled into the void. The plates produced in this manner were thinner, but uniform in weight, and the convoluted surfaces reduced their tendency to crack. All the dimensions and edges

The rekindling of the cast iron stove

were more accurately controlled so parts could be fitted together properly, and the entire unit operated more efficiently. In fact, these cast iron stoves produced in America from 1840 to 1870 were considered to be the acme of foundry artistry. Fashions in stoves. Having lived through a home-heating crisis ourselves, we can better appreciate all the calculations that went into selecting an efficient stove for a room. Although by the end of the 19th century, stove designs were technologically, but unimaginatively, standardized, some of the designs of the mid-century were fanciful, flamboyant, functional wonders. Franklin-type stoves. The Franklin Stove as we know it today is an improvement over Franklin's original Pennsylvania Fireplace (it was revised in the 18th and 19th centuries) but it still resembles the original in concept.

A. Parlor stove with heavily ornamented front and back of cast iron and sides of sheet iron.1857. B. Parlor stove with decorative doors, like Franklin-type stoves, which open to reveal elaborate grills and flickering flames,1850. C. Four-column parlor stove brimming with fruit and flower designs.1844.

19

20

In these stoves, heat was conducted by the cast iron and radiated by open flames. Though it is considered the least efficient of cast iron stoves, the sight of flickering flames appears to be irresistible, and it is still a popular design today. Box stoves. The typical box stove was made of six platesfour sides, a top and bottom, with the hearth plate extended to catch falling ashes when the door was opened. They were often mounted on legs and were made small enough and light enough to carry from room to room as needed. Column parlor stoves. These colossal cast iron "Taj Mahals" were not just designers' whims, but were solidly functional. The lower chamber of the stove was the basic fire box. The columns served as air chambers that circulated hot air for long periods of time. The fuel feeding doors were at the side, but these elaborate stoves often included two front doors which could be opened to admire the flames. These stoves also often included a boiling hole. Since cast iron stoves tended to produce an unpleasant smell, a pot of scented water was usually placed on the boiling hole. It not only improved the ambience of the room, but helped humidify the air as well. A decorative finial was also provided to cover the hole when it was not in use. Parlor stoves. The 1850s and '60s were noted for the unconstrained expression of Victorian taste, and some of the most remarkable stoves were produced in that era. The fire boxes also burned fuel so efficiently that even though homes were being constructed with central heating, ornamental parlor stoves were still popular. Parlor cookstoves. For economyminded home owners, the last word in cast iron stoves was the combination parlor stove and cookstove. These

super-sized box stoves, though handsomely embellished with decorations, also came equipped with usable cooking holes and design-coordinated kettles. Elaborate covers were also provided to cover the holes when not in use, and many of these stoves featured small baking ovens nestled unobtrusively in their housings. Now that heating oil is flowing freely once more, we are not so concerned with alternative heating systems, and we spend less time imagining what the future will bring in the way of thermal devices. One thing is certain however; we're not likely to see a heating system, ever again, that comes in such splendid Marion Muller containers.
The text and photographs for this article were adapted from the book, Cast With Style, Nineteenth Century Cast Iron Stoves from the Albany Area, by Tammis Kane Groft, published by the Albany Institute of History and Art, 1984

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D. Two-column Parlor Stove rococo style. The phoenix on the top was a common symbol in decorative arts of this period. 1845. E. Parlor stove in smooth metallic-gray surface which reveals the high content of pure iron. Stoves of this period were structurally superb and efficient. 1875. F. Parlor stove with peaked roof, overhanging eaves and simulated shingles. Such designs were called Temple Parlor stoves.1854. G. Four-column Parlor Stove. Ionic style columns. Ornamental wheel on the firebox allows for viewing the fire. c. 1840-1843. H. Parlor stove with air chamber over firebox. Stoves of this period were efficiently airtight.1861. I. 'Iwo-column Parlor Stove. Dolphin motif incorporated into columns. 1843.

J.

Pyramid stove in magnificent "cathedral" design was created for burning anthracite and other coals. 1840.

K. Parlor cookstove with functional cooking holes disguised by ornate covers.1872. L. Box stove cast with rounded sides and tufting design to resemble a cushion. 1861.

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Kot's joke
We know from a previous

encounter with Polish artist Andrzej Kot of Lublin, Poland, that he has a funnybone and indulges in art-zart, art jokes. (His work appeared in the June,1982 issue of ll&lc,Volume 9, No.2.) But when we received this alphabet from him recently, with no further explanation, we did not quite know what to make of it. Of course we recognized his cat trademark (kot means cat in Polish) in the letters C and D and the cat tail in O. But we literally had to stand on our heads to understand what this alphabet was really all about. A simpler solution is to turn the page bottom-up and enjoy Kot's kidding for yourself. Mr. Kot is not totally without his sober side. He is a serious calligrapher, illustrator and typographer. He represented Poland in the1981 Scriptura Calendar for the Gutenberg Museum in West Germany. He provided the calligraphy for the book Moral Talk by the1980 Nobel prizewinner for literature, Czeslaw Milosz, and his work has been featured in the Polish arts magazine, Projekt. For this contribution to U&lc, we say, lON 'NW '110ANNVH1 M. M.

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23 The U&Ic Book Shelf reviews new books believed to be of interest to U&lc readers and lists the publisher, with address, and the price of the book so that the books may be ordered directly. All prices are for delivery within the U.S.A. or Canada. Prices listed are based on payment accompanying order. If payment is not included, you will be billed for handling and shipping charges. Please add your local and state sales tax wherever applicable. For books to be delivered outside the U.S.A. or Canada, please request the price and shipping charges from the publisher. Please note: U&Ic does not sell books. All orders should be placed directly with the publisher(s) concerned.
Herb Lubalin: Art Director, Graphic Designer and Typographer
by Gertrude Snyder and Alan Peckolick "The magnitude of Herb Lubalin's achievements will be felt for a long time to come... I think he was probably the greatest graphic designer ever:" Lou Dorfsman, Vice President, Creative Director, Advertising and Designer, CBS Inc. This is the first comprehensive review of the 40-plus years of astonishing and innovative creative graphics of Herb Lubalin. This book is a thrilling graphic record and a warm tribute by two people who knew him, loved him, worked with him. It is a joy to read and to view. It is a treasure for those who admired Herb's work and a must for those (if there are such) who aren't familiar with it. He created new forms for communication meaning, and new meaning for communication. Readers of Ubtic remember Herb as its original editor/designer. Herb's work included designs for typefaces, magazines, logos, books, packages, advertising, letterheads, annual reports, and more. "Herb Lubalin" contains more than 360 examples of the designer's award-winning work. It was written with candor and warm anecdotes by Gertrude Snyder, and designed by Herb's partner of more than 12 years, Alan Peckolick, publisher. American Showcase, Inc., 724 Fifth Avenue, New York, NY 10019.184 pages. 9% x 121/2" $39.95.

Designer's Guide to Creating Charts & Diagrams

by Nigel Holmes Whether you are a graphic designer or illustrator, art director or editor, or a manager who has to sell ideas graphically, or even a student, this book gives practical guidance in creating graphs, charts and diagrams. Organized into a sequence of text and illustrations, you are shown how to analyze your assignment by extracting relevant information from a mass of detail. Samples of different visual formats are available to select from. The four main types of charts and graphs are explored, giving the why, how and when charts and diagrams were developed. Approaching and analyzing an assignment in four steps is presented and completed. One chapter is devoted to examples of all types of charts and diagrams in black

The Illustrator in America 1880-1980

by Walt and Roger Reed Illustrations and career summaries of the work of 460 artists. Each decade is introduced by a famous illustrator or historian. The book is a mirror of the changing pattern of life in America as seen through the eyes of the greatest illustrators. Madison Square Press, Inc.,10 East 23rd Street, New York, NY 10010.355 pages. 91/2 x 12".$48.50.

11

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and white and color with captions that analyze the particular graphic approach.
Nigel Holmes, Deputy Art Director of Time magazine, is in charge of designing the magazine's charts and diagrams. Watson-Guptill Publications, Inc.,1515 Broadway, New York, NY 10036. 8 1/2 x 11" 192 pages. B/w and color illustrations. Glossary, selected bibliography and index. $32.50.
Designer's Guide to Creating

Art Directors Index lb Illustration, Graphics Et Design No. 5

A beautiful reference book of the latest design, packaging, logos, corporate image and commercial art from 24 countries. Multilingual text. Index gives names, addresses, phone numbers. Includes list of agents. Robert Silver Associates, 307 East 37th Street, New York, NY 10016. 456 pages. 410 full color. 91/2 x 12W Hardbound. $55.00.

American Illustration Showcase: Volume 8 American Photography Showcase:

Volume 8 Charts & Diagrams

Showcase for the latest work of American illustrators and photographers. Over 2000 photographs in full color. Over 1300 full color reproductions in the Illustration volume. Robert Silver Associates, 307 East 37th Street, New York, NY 10016. 9 1/4 x 113/4 1! Paperbound. Photography Showcase, 638 pages, $39.95. Illustration Showcase, 388 pages, $24.95.

Fine Print
Vol.11 No.1 Fine Print, the only magazine in the world devoted to fine books, is celebrating its tenth anniversary with a special double issue. Classic roman capitals by Hermann Zapf adorn its cover. Inside, in addition to the regular columns, are illuminating articles surveying the present state and the future of fine printing, bookbinding, and metal typefounding; the latter showing surprising vitality for a craft thought to be completely obsolescent. In fact, a special insert in this issue is the premier showing of a new Civilite typeface designed by Professor Zapf. Based on French handwriting of the sixteenth century, it is the first new face to be designed for metal in many years. In addition, throughout its pages the issue features over 25 specially commissioned anniversary designs by outstanding graphic artists of the United States, Great Britain, Germany and the Netherlands. Fine Print, P.O. Box 3394, San Francisco, CA 94119. $20; yearly subscription $40, outside U.S. $42.

japan Design
Explores the intimate relationship between Japanese design and the natural environment. Shows how different seasons of the year affect many kinds of design: architectural, textile, handscripts, wallpaper, packaging, food and flower arrangements, furniture, clothing, toys, landscape, typewriter, kitchen cabinets, and more. A lovely and inspiring collection. Chronicle Books, 870 Market Street, San Francisco, CA 94102.132 pages.10 x 9 5/8". Full color. Paper. $16.95.

Twenty Seven Chicago Designers

Volume 35 Shows representative work of 27 graphic designers working in the Chicago area. Lists the designer, brief bio, address and phone. Selected pieces of work. Free to qualified individuals who have a genuine interest or use for it. Circulation requests and inquiries must give name, title or department, company and address. Back issues are not available. 27 Chicago Designers, do Joseph Michael Essex, Burson* Marsteller, One East Wacker Drive, Chicago, IL 60601.10 x 81/27 Paper. $19.00.

Brush Calligraphy
by Arthur Baker The graceful, hand-painted inscriptions of the Roman scribes of the first century A.D. have been recaptured by Arthur Baker by his successfully re-interpreting the grace and flowing form of these roman letters in a flexible style made possible by the freedom of the brush. Letters are rendered in large, swirling strokes, resembling the refined beauty of oriental calligraphy. Students of calligraphy who can master the techniques illustrated by Arthur Baker in this collection will impressively expand their lettering repertoire; while artists and designers will find much inspiration inside the covers of this new book. Dover Publications, Inc. 31 East Second Street, Mineola, NY 11501. 96 pages. 9 x 12" 44 black-and-white double-page spreads. Paper. $4.95.

Art Director's Index to Photographers No.10

A truly impressive collection of current international photography, corporate and commercial. Volume I (Europe) and Volume 2 (The Americas, Asia and Australia) list agents, names, addresses, and phone numbers of the photographers. Covers 32 countries. Multilingual text. Robert Silver Associates, 307 East 37th Street, New York, NY 10016. Vol.!, 440 pages, 390 in color. 91/2 x 12W Vol. 2,448 pages, 390 in color. Hardbound. $49.50 per volume.

Treasury of Calligraphy
Edited by Jan Tschichold Here are 219 great examples of calligraphy done from 1522 to 1840. The examples by Europe's master calligraphers were chosen by Jan Tschichold, eminent calligrapher, designer and design historian. The author's introduction reviews styles and historic trends. Dover Publications, 31 East Second Street, Mineola, NY 11501.224 pages. 83/4 x 111/2" Paper. $9.95.

Historical Scripts
by Stan Knight Usually a book starts off with an introduction. Here the author prefaces his introduction with a glossary to enlighten you to the terminology used in his text.The introduction itself is a brief history of calligraphy. Chapters include discussion and illustrations from actual manuscripts in the following categories: Classical Letters, Majuscule Scripts, Emergence of the Minuscule, Gothic Scripts, Capital Development, and Humanist Scripts. Each chapter well-illustrates its points. Adam & Charles Black, 35 Bedford Row, London WCIR 4JH, England. 78 pages. Bibliography. 81/2 x 127 9.95.

Brush Calligraphy

Tools of the Trade: Graphics

A catalog listing books for the graphic artist whether a do-it-yourselfer or a professional graphic designer. Designers can find here just about anything they need on paste-up, use of photography, grids, charts, preparing art for printing, typography, color. Contains the best of European, Japanese and American design. Ross Book Service, 3718-ULC, Seminary Road, Alexandria, VA 22304-0993. Paper. 81/2 x 11". $1.50 (refundable with first order).
Coot on page 84.

Arthur Baker

24

ALBACORE AMBERJACK BARRACUDA BASS BETA BIB BLOW (FISH) BLUE (FISH) BONE (FISH) BONITO BREAM BUFFALO BULLHEAD CAT r CHAR CHIMAERA COBIA COD CONGER CRAPPIE DAB DOG DOLPHIN DRUM EEL FLOUNDER FLUKE GAR GROUPER GRUNT HADDOCK HALIBUT HAMMERHEAD HUCHEN KAWAKAWA LAMPREY MACKEREL MAKO (SHARK) MARLIN MINNOW MOLA MORAY

KALU CCE AOA JNK PGR I EA HRH ST S TOF UBL RRO G UU ET N O LD NEE O MR ESH NER NSA EUG

AK AWAL L E Y E H R A Y E S H L EREK CAM (LEA B I KOR A LOHGBR E AML R J I TEULB I IMPPRMIMB PR I EO I DTMMAOE R NOL E N WARLAAGMAEONNO R T BUINLEEHGLEOOW MA MMI BORESYQIWLR I R I AF AAMA F LUKENAC T P L K CODDAHQUCKHFH EODOGROU P E R SOCGF R L N R I DLHCCWHAL A R U E LE I PPARCDAEHL LUBF U T H H L ACODHR COL N H F MU I I ERETSOORPOTKU C N B P I PA IWOONAPMOP U U S A N U T NOPMOP BCOW TCASTCMORAYEYEANE I LOOSAUBDB LE T AKSL I UGNATUORTREPPANS
SOLUTION TO PUZZLE ON PAGE 82

SHARK)

A Word Search by Juliet Travison

MULLET NEON NURSE PERCH PERMIT PIKE POLLACK POLLOCK POMPANO POMPON PORGY PUFFER RAY REMORA ROOSTER (FISH) SAIL (FISH) SALMON SHAD SHARK SKATE SKIPJACK SMELT SNAPPER SNOOK SOLE SPEAR (r I sH) STURGEON SWORD (FISH) TANGUIGUE TARPON TAUTOG TIGER (siARK) TROUT TUNA TURBOT WAHOO WALLEYE WEAK (F WELS WHITE (FISH) YELLOWTAIL

25

How to play: Find and encircle, in the puzzle body, the words appearing in the Puzzle Word List.They appear vertically, horizontally, diagonally and even backwards. Don't cross letters outthey may be used again as part of another name! To give you a head start, we have shaded one of the puzzle words. While these words may be spelled differently in other languages, please follow the versions in our Puzzle Word List.

Losungsanweisungen: Sie miissen in dem Ratsel die in dem Worterverzeichnis angegebenen Worter linden und umkreisen. Diese konnen senkrecht, waagerecht, diagonal und sogar riickwarts vorkommen. Streichen Sie keine Buchstaben aussie konnten als Teil eines anderen Wortes gebraucht werden. Urn Ihnen zu einem Anfang zu verhelfen, haben wir eines der Ratselworter schattiert. Obwohl Wolter in anderen Sprachen unterschiedlich geschrieben werden mogen, halten Sie sich bitte an die englische Schreibweise.

Regle du jeu: Retrouvez dans le puzzle et entourez d'un trait les mots qui figurent dans le Puzzle Word List. Its se lisent verticalement, horizontalement, diagonalement et mime a l'envers. Ne barrez aucune lettre! Chacune peut resservir dans un autre mot. Pour vous mettre sur la voie, nous avons teinte un des mots du puzzle. Les mimes mots peuvent avoir des orthographes differentes selon les langues.Tenez-vous en a l'orthographe que donne le Puzzle Word List.

Hook, 1 ins at sinker

The alphabetic illustrations for our puzzle page were borrowed from an alphabet designed by David Anson Russo, a New York freelance illustrator. Mr. Russo's work has appeared in popular magazines, books and posters, and he has designed more than 15 greeting cards for UNICEF, which are seen in some 145 countries.
HEADLINE ITC BAUHAUS HEAVY TEXT/CLUES DEMI PUZZLE/SUBHEAD' LIGHT CREDIT: MEDIUM

26

Computer graphic
Digital Revolution

Revolution is a word used to describe change in everything from culinary to martial arts. While the word has been damaged by overuse, still there is no better one to describe the current turmoil in graphics. Design controls graphics. You wouldn't think it to hear the talks at equipment conferences worldwide, during which design is never mentioned. But you and I know that nothing is printed that a designer hasn't put there, except for aberrations of the production process. The revolution in graphics is now fomenting a companion revolution in design. Both of these revolutions are descended from the digital information revolution, the change in communications which now alters how we record music and produce images. Engineering design technique has been completely transformed over the past few years by computer-aided design (CAD), a computer graphic technique which depends upon digital representation of images. Typography left metal years ago for film and then was reshaped again by digital typesetting using CRTs and then lasers, revising the way we design and produce type. Slides formerly produced by hand and camera are now previewed on color CRTs and reproduced in film recorders,all digital. The good old natural world is a potpourri of subtle differences, of nuances; shades of purple on a flower, the modulation of a violin.The problem with translating these natural forms from the real world, which we perceive as continuous, into a recorded continuous version, is that in the translation, information is lost due to imperfections in the recording apparatus, resulting in degradation of the copy. Digital representation, an idea as old as Pythagoras, converts natural continuous forms into a series of measurements, a series of numbers. These numbers are absolute, able to be transmitted from place to place without loss. An A in digital format, e.g. ASCII code, can be repeated ad nauseam, sent to the moon and back, and still be the same A. An A in analog, continuous or image form is subject to all the dis-

Apple's LaserWriter desktop printer is a breakthrough n visual communication. It can be shared among many users on the AppleTalk Personal Network.

tortions of the recording and reproduction process. The computers we see in offices and glass-enclosed enclaves are digital; they operate on numbers, and even more, on binary numbers, zero and one, on and off, yes and no. Now this digital .idea has spilled over into graphics and created a revolution in the way images and text are designed and printed. Like most revolutions, this one has been sudden, unexpected by most, anticipated and encouraged by a few. Its effects are not yet fully visible; but one thing is certain, it is irreversible. The graphic arts will never be the same. The next Computer Graphic Arts report will review many of the significant devices introduced at Print 85.This report will focus on the impact of Apple's LaserWriter.

The suggested retail price for AppleTalk is a low $50 per connection. With these announcements, and more to come as the year of the office network continues, Apple has entered the business arena with both feet. While its challenge to IBM's dominance is not significant, what it has done is to provide an alternative that leads from Macintosh strengths; ease-of-use and graphic capability. It is seeking, and may very well succeed in finding, a niche in the exploitation of graphic arts for the office market. At the same time, Mac and the LaserWriter have completely revised traditional graphic arts. This switch in graphic arts will come about because of the brilliant technological and marketing ploy by Apple to utilize and build interfaces through the Adobe PostScript - page description language to the LaserWriter and, most importantly, to Allied Mac and the LaserWriter Linotype (formerly Mergenthaler) Linotron and Linotronic typesetters, while The latest revolutionary salvo was fired employing Mergenthaler and ITC fonts. at the Apple stockholders' meeting in By this means, newly-written page early 1985, when Apple announced makeup software for the Mac can prothe LaserWriter high-resolution laser duce proof, or"good enough:' quality printer and AppleTalk network. The LaserWriter uses the Canon - LBP-CX10 pages on the LaserWriter in Mergenthaler and ITC fonts, and graphic arts laser engine, the same device used by 2,540 dot-per-inch quality on Linotype Hewlett-Packard, Imagen, QMS and typesetters, from the same file. others in their laser printers, and can "Be Your Own Publisher," initiproduce"near-typeset" quality text ated by xerography some years ago, and images at 300 dots-per-inch. takes on new meaning. The sub-comThe LaserWriter is priced at apmandment will now become "Be Your proximately $7,000 retail, about twice Own Typesetter."The signs have been the price of the HP model but with around us for some time; now the revounique qualities that make it a real lution takes form. contender. AppleTalk is a low-cost While Apple may consider Mac, multi-user network which allows the LaserWriter and AppleTalk an entry several micros to hook up to the into the office"work group:' we see a LaserWriter and interconnect comrole for this and other entries anputers within a work area of 1,000 feet.

nounced recently, in the large and expanding graphic design market. The output produced by the LaserWriter at 300 dpi is remarkably good. Certainly, it will be extremely effective for internal documents and perfect for technical documentation. Newspapers can use it for illustrations and final copy. While office use is one of Apple's main concerns, the significance of these announcements for the graphic designer is truly revolutionary. At a price neighboring $10,000, the design office will be able to compose copy at 300 dpi in Mergenthaler or ITC fonts, and when ready, shoot this off to a nearby Linotron or Linotronic equipped with Adobe PostScript for high-resolution 2,540 dpi setting. Cut and paste, revision and copyfitting will have been done at the Mac/LaserWriter level, on the screen, eliminating hours, days of manual trial and error. Alternative copy and designs can be created simply on the computer and the result judged prior to expensive outside typesetting. Even expensive outside typesetting will no longer be expensive when all the setto-fit will have been done internally. This revolution challenges type shops. Craft will, must, move back into the design office. Many type shops will change the package of services they offer to remain viable.
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arts
Fonts

27

The initial font release will include Mergenthaler Helvetica and Times Roman , plus Courier and a symbol font, with other fonts on the way. The characters for each font are stored in

created on a TV screen. The image is recorded by a laser on the surface of the xerographic drum within the Canon engine and replicated with a fine electrostatic powder or dry ink, like a normal Canon copier. Pages of type are composed by

The AppleTalk Personal Network requires the above cable and connector box to connect a device to the network and bring Macintosh power and ease of use to from 2 to 32 users.

printed on the ImageWriter or LaserWriter. But you need the ImageWriter (Mac printer) to begin with. At this writing, the level of graphic input from the ThunderScan is sufficient for comps and layouts. A more ambitious product has just been announced by Allied Linotype and Imagitex. The Linotype Graphics System unites the Linotronic 300 with the Imagitex 3300. It consists of an 8.5 x 11.5 inch high resolution CCD flatbed scanner, one to twelve 158 megabyte disk drives, a high resolution image manipulation work station, and an input processor to convert images into variable formats for the Linotronic 300. Resolution of the Linotronic as noted above is 2,540 dpi and the Graphics System is expected to produce better than 300 line halftones. However, it is not possible to merge text and art on the system. One possible way to incorporate graphic quality images into the Mac/LaserWriter/Linotronic system would be to produce comps on the LaserWriter, then output to the Linotronic and strip in halftones formatted through the Imagitex 3300.
Serious Design Tools?

outline form. When a letter is called for, the hefty computer packed within the LaserWriter box creates a bit-map, i.e. dot by dot, representation of each character and places it in position on the simulated page it is building within computer memory. It converts the outline to an array of dots at 300 dpi. This feature enables PostScript to vary type size (from 4 to over 720 points), style and orientation for every letter, creating outline, shadow, reverse, patterned and other modified forms. The conversion to an array of bits or dots is called "raster image processing" and the computer engine that does the work is affectionately dubbed a RIP. The fact that the character is converted to a series of dots or values in a matrix, makes its representation compatible with halftones or line art, allows text to overlay images, since the computer sees text as another image. Once the entire page is created within computer memory, it is fed, bit by bit, to the image creation portion of the LaserWriter, much as a picture is

the standard word processing programs for the Mac, while the drawing programs, MacDraw and MacPaint, create acceptable line art, at least for layouts and maybe comps. Other composition programs from Aldus and others are becoming available. But this new Mac needs better image capability if it is to serve the design market.
Thunder East and West

One product that may fill the image niche is ThunderScan' from Thunderware. Despite the name, which the company assured me "came out of the blue,"the product is very clever indeed. For $229 retail, the ThunderScan reading head replaces the Mac ImageWriter's ribbon cartridge, and scans images placed in the ImageWriter carriage into Mac memory at over 200 dpi and 32 shades of gray. The software supplied with ThunderScan provides control over size, contrast and brightness. Images can be cut and pasted into each other or into documents on the Mac screen and then

Is Mac and the LaserWriter a serious design tool? Perhaps. Will it change the way we design? Not the design process, nothing will; but it will make doing layouts, comps and black & white copy with stats-in-place a lot easier, and speed the return of design control to the designer. We think it worth serious thought by designers who want to wet their feet. But, as with comparable printers from other manufacturers, the LaserWriter does not have color, does not go beyond letter and legal size. You must go to the Linotype for that. But this salvo represents a change in the course of the revolution, a pivot, a swing toward the viable low-cost accessible tools we have been waiting for. This is not the first or last word. Language has been flying thick and fast for years, at least from the middle '70s. What is new is thisthe commitment of a major billion-dollar player to the graphic arts; taking typography out of the shop and into the business office,

making typesetting a standard office procedure and graphic arts another office system; with no mysteryfonts, points and picasno special offputting language, everyday understanding of bold, italic, roman, Helvetica, ITC Zapf Chancery and all the rest. There is an inherent danger, a danger which has been expressed each time a craft was replaced by a procedure; that much bad design will be done in the name of savings, of do-ityourself. No doubt. Let us hope it is a passing phase. The discovery of a new technology always brings problems of adjustment. The professional publishers will have a heyday with how-to volumes on typesetting office documents. Design firms specializing in corporate identity and internal design departments will produce many new manuals, specifications for internal memos, repair manuals and presidential dicta. Much new work for professional designers. Typographers are warned that times are indeed a-changin: Steve Jobs and others may state that this will not affect professional typesetting. Typographers may warn that copy-fitting on the Mac isn't all it should be. Granted, this is just the beginning. But, for a segment of the market, the Mac system offers a viable alternative. There is much more to come from Apple, from others. IBM has not been heard from, and the Blue Giant is not known for its reticence. We would like to see color in the mix, interfaces to CAD for technical documentation that don't require scanning, simple page makeup systems. Wait. This announcement from Apple will bring the software out of the woodwork. Those who cry"hate computers" may find the convenience, turn-around and savings sufficient to change their tune.And you can buy it all on your charge card.
,

Perry E.Jeffe

Perry E.Jeffe is Director of the Pratt Center for Computer Graphics in Design, and President ofJeffe Corporation,a firm organized in 1972 to specialize in computer-aided publication services.
SUBHEADS' BOLD TEXT/CAPTIONS /BYLINE BOOK

HEADLINE' ITC SYMBOL BLACK WITH BOOK

28

SILENT

TfIE

For most of us the word "circus" is charged with magical sounds and imagesbrilliant trumpet fanfares, exultant drum-rolls, roaring lions, prancing horses, flying acrobats, cavorting clownsall showered in cascades of sublime light and color. For artist Lance Raichert, the circus is something else again. Born out of childhood memories and adult fantasy, his circus drawings shatter our own stereotyped visions of happy, energetic circus people. But, for Raichert, clowns are more fearsome than fun. People and animal

performers appear bone weary and bored with their generations-old routines. Imprisoned in their gussied-up costumes, their despondency seems palpable, and they exist in the unearthly silence of dreams and outer space. Whether we see eyeto-eye with Raichert's vision of the circus, there's no denying it is a perfect vehicle for his detailed drawing technique. Raichert does not see the whole world through such somber-colored lenses. For almost 20 years, he has been happily engaged in designing toys and games, and

their packaging, for which he has won a number of industry awards. But his career has also touched almost every material and form under the heading of visual arts from photography to portrait painting, from record album designs to toy sculpture. He believes his family is genetically locked into the arts. His father and uncle were commercial artists; his son is a comic strip and animation artist; his daughter is in printing and production, and his granddaughter shows promise with her Crayolas. The variety of his commercial work

29

Lance Raichert 1982

30
and talents notwithstanding, Lance's devotion to The Silent Circus project has been an obsession. Working in his free hours evenings and weekends, it took him three years to complete the series of drawings partially shown here. Considering his complex technique and the emotional investment, 14 weeks seems a reasonable time to devote to the horse, for instance. For Lance, the investment has paid off rather well. The drawings have been exhibited in a number of museums and galleries in Wisconsin, where he lives, and elicited welcome publicity in local newspapers. In addition, a number of original drawings have been sold, as well as a poster of the Carousel Horse, published in a limited edition. Most recently, one of The Silent Circus drawings appeared in Heavy Metal Magazine (Nov.1984). The Silent Circus, it appears, has created a welcome Marion Muller commotion.

31

"Dancing girls on the midway, follow mefollow me."

HEADLINE) BYLINE: ITC BENGUIAT BOLD CONDENSED ITALIC

TEXT: MEDIUM CONDENSED ITALIC

CAPTIONS: BOOK CONDENSED ITALIC

3 A
ITC Elan is available in Book, Medium, Bold and Black weights with corresponding italics. Small caps have been created for the Book and Medium weights. Oldstyle figures are available for the roman and italic designs in all weights. Only licensed ITC Subscribers are authorized to reproduce, manufacture, and offer for sale these and other ITC typefaces shown in this issue. This license is your guarantee of authenticity: LICENSED
These new typefaces will be available to the public on or after August 15, 1985, depending on each manufacturer's release schedule. ITC Elan combines gothic simplicity and elegance in a distinctive yet subtle typeface design. There is also a feeling of architectural strength which is derived primarily from an optically even lineweight and a sense of vertical stress. Although it has its own personality, a careful look at ITC Elan reveals a hint of ITC Serif Gothic and Friz Quadrata.

The small, almost Latin, serifs add distinction in display applications, and yet soften to a subtle flair at text sizes. The large, but not excessive x-height, minimum stroke variance, and open counters are ideal design traits for typeface legibility within all printing environments.

Additional characteristics which distinguish ITC Elan are the splayed "M" and bowls which do not quite close in the "a", "b" and several other letters.

In contrast to the roman, there is almost a calligraphic playfulness to the italic. This is, in part, derived from the unusual design of the "k" and the soft curves found in many of the letters.

ITC Elan is the second ITC typeface to spring from the creative talent of Albert Boton of France. His first was ITC Eras: a collaboration with the late Albert Hollenstein.

what's new from ITC

TM

MEDIUM

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ITC ELAN"

BOOK
Excellence in typography is the result of nothing more th an an attitude. Its appeal comes from the understanding used in its planning; the designer must care. In contemp orary advertising the perfect integration of design elem ents often demands unorthodox typography. It may req uire the use of compact spacing, minus leading, unusual sizes and weights; whatever is needed to improve appea rance and impact. Stating specific principles or guides o 6 POINT

MEDIUM
Excellence in typography is the result of nothing more than an attitude. Its appeal comes from the understan ding used in its planning; the designer must care. In co ntemporary advertising the perfect integration of desi gn elements often demands unorthodox typography. I t may require the use of compact spacing, minus leadi ng, unusual sizes and weights; whatever is needed to i mprove appearance and impact. Stating specific princ

BOLD
Excellence in typography is the result of nothing mo re than an attitude. Its appeal comes from the under standing used in Its planning; the designer must car e. In contemporary advertising the perfect integrat ion of design elements often demands unorthodox t ypography. It may require the use of compact spacin g, minus leading, unusual sizes and weights; whatev er is needed to improve appearance and impact. Sta

BLACK
Excellence in typography is the result of nothing m ore than an attitude. Its appeal comes from the un derstanding used in Its planning; the designer mu st care. In contemporary advertising the perfect In tegratlon of design elements often demands unort hodox typography. It may require the use of comp act spacing, minus leading, unusual sizes and weig hts; whatever Is needed to Improve appearance an

Excellence in typography is the result of nothing more than an attitude. Its appeal comes from the understanding used in its planning; the designer must care. In contemporary advertising the perfec t integration of design elements often demands u northodox typography. It may require the use of compact spacing, minus leading, unusual sizes an d weights; whatever is needed to improve appea
7 POINT

Excellence in typography is the result of nothin g more than an attitude. Its appeal comes from t he understanding used in its planning; the desi gner must care. In contemporary advertising th e perfect integration of design elements often d emands unorthodox typography. It may require the use of compact spacing, minus leading, unu sual sizes and weights; whatever is needed to im

Excellence in typography is the result of nothi ng more than an attitude. Its appeal comes fro m the understanding used in Its planning; the designer must care. In contemporary advertis ing the perfect integration of design element s often demands unorthodox typography. It m ay require the use of compact spacing, minus I eading, unusual sizes and weights; whatever i

Excellence in typography is the result of not hing more than an attitude. Its appeal come s from the understanding used in its plannin g; the designer must care. In contemporary advertising the perfect integration of desig n elements often demands unorthodox typo graphy. It may require the use of compact sp acing, minus leading, unusual sizes and weig

Excellence in typography is the result of not hing more than an attitude. Its appeal come s from the understanding used in its planni ng; the designer must care. In contemporar y advertising the perfect integration of desi gn elements often demands unorthodox ty pography. It may require the use of compac t spacing, minus leading, unusual sizes and
8 POINT

Excellence in typography is the result of n othing more than an attitude. Its appeal c omes from the understanding used in its p lanning; the designer must care. In conte mporary advertising the perfect integrati on of design elements often demands uno rthodox typography. It may require the us e of compact spacing, minus leading, unu

Excellence in typography is the result of nothing more than an attitude. Its appea I comes from the understanding used in its planning; the designer must care. In c ontemporary advertising the perfect int egration of design elements often dema nds unorthodox typography. It may requ ire the use of compact spacing, minus lea

Excellence in typography is the result o f nothing more than an attitude. Its ap peal comes from the understanding us ed in its planning; the designer must c are. In contemporary advertising the p erfect integration of design elements o ften demands unorthodox typography It may require the use of compact spaci

Excellence in typography is the result o f nothing more than an attitude. Its app eal comes from the understanding use d in its planning; the designer must car e. In contemporary advertising the pert ect integration of design elements ofte n demands unorthodox typography. It may require the use of compact spacin
9 POINT

Excellence in typography is the result of nothing more than an attitude. Its a ppeal comes from the understanding used in its planning; the designer mu st care. In contemporary advertising t he perfect integration of design elem ents often demands unorthodox typo graphy. It may require the use of com

Excellence in typography is the resu It of nothing more than an attitude. I ts appeal comes from the understan ding used in its planning; the design er must care. In contemporary adver tising the perfect integration of desi gn elements often demands unortho dox typography. It may require the u

Excellence in typography is the res ult of nothing more than an attitud e. Its appeal comes from the under standing used in its planning; the d esigner must care. In contemporar y advertising the perfect integrati on of design elements often deman ds unorthodox typography. It may

Excellence in typography is the res ult of nothing more than an attitude Its appeal comes from the understa nding used in its planning; the desi gner must care. In contemporary ad vertising the perfect integration of design elements often demands un orthodox typography. It may requir
10 POINT

Excellence in typography is the re suit of nothing more than an attitu de. Its appeal comes from the and erstanding used in its planning; th e designer must care. In contemp orary advertising the perfect inte gration of design elements often d emands unorthodox typography. I

Excellence in typography is the r esult of nothing more than an att itude. Its appeal comes from the understanding used in its planni ng; the designer must care. In co ntemporary advertising the perf ect integration of design elemen ts often demands unorthodox ty

Excellence in typography is the result of nothing more than an a ttitude. Its appeal comes from t he understanding used in its pl anning; the designer must care In contemporary advertising th e perfect integration of design elements often demands unort

Excellence in typography is the r esult of nothing more than an att itude. Its appeal comes from the understanding used in its planni ng; the designer must care. In co ntemporary advertising the perf ect integration of design elemen ts often demands unorthodox ty
II POINT

Excellence in typography is the result of nothing more than an attitude. Its appeal comes from the understanding used in its p lanning; the designer must car e. In contemporary advertising the perfect integration of desig n elements often demands uno

Excellence in typography is th e result of nothing more than an attitude. Its appeal comes f rom the understanding used i n its planning; the designer m ust care. In contemporary adv ertising the perfect integratio n of design elements often de

Excellence in typography is t he result of nothing more tha n an attitude. Its appeal corn es from the understanding us ed in its planning; the design er must care. In contemporar y advertising the perfect inte gration of design elements of

Excellence in typography is th e result of nothing more than an attitude. Its appeal comes f rom the understanding used i n its planning; the designer m ust care. In contemporary adv ertising the perfect integratio n of design elements often de
12 POINT

Excellence in typography is t he result of nothing more th an an attitude. Its appeal co mes from the understanding used in its planning; the desi gner must care. In contempo racy advertising the perfect i ntegration of design elemen

Excellence in typography is the result of nothing more t han an attitude. Its appeal c omes from the understandi ng used in its planning; the designer must care. In cont emporary advertising the p erfect integration of design

Excellence in typography i

s the result of nothing mor e than an attitude. Its appe al comes from the underst anding used in its plannin g; the designer must care. I n contemporary advertisin g the perfect integration o

Excellence in typography is the result of nothing mo re than an attitude. Its ap peal comes from the unde rstanding used in its plan ning; the designer must c are. In contemporary adv ertising the perfect integr
14 POINT

Excellence in typograph y is the result of nothing more than an attitude. It s appeal comes from the understanding used in it s planning; the designer must care. In contempor ary advertising the perfe

Excellence in typograp hy is the result of nothin g more than an attitude Its appeal comes from t he understanding used in its planning; the desi gner must care. In conte mporary advertising th

Excellence in typograp hy is the result of nothi ng more than an attitu de. Its appeal comes fr om the understanding used in its planning; th e designer must care. I n contemporary adver

37

BOOK ITALIC
Excellence in typography is the result of nothing more t han an attitude. Its appeal comes from the understandi ng used in its planning; the designer must care. In cant emporary advertising the perfect integration of design elements often demands unorthodox typography. It ma y require the use of compact spacing, minus leading, u nusual sizes and weights; whatever is needed to impro ve appearance and impact. Stating specific principles 6 POINT

MEDIUM ITALIC
Excellence in typography is the result of nothing mor e than an attitude. Its appeal comes from the underst anding used in its planning; the designer must care. I n contemporary advertising the perfect integration o f design elements often demands unorthodox typogr aphy. It may require the use of compact spacing, min us leading, unusual sizes and weights; whatever is n eeded to improve appearance and impact. Stating sp

BOLD ITALIC
Excellence in typography is the result of nothing mo re than an attitude. Its appeal comes from the under standing used in its planning; the designer must car e. In contemporary advertising the perfect integral! on of design elements often demands unorthodox ty pography. It may require the use of compact spacin g, minus leading, unusual sizes and weights; whate ver is needed to improve appearance and impact. St

BLACK ITALIC
Excellence in typography is the result of nothing m ore than an attitude. Its appeal comes from the un derstanding used in its planning; the designer mu st care. In contemporary advertising the perfect i ntegratlon of design elements often demands unor thodox typography. It may require the use of comp act spacing, minus leading, unusual sizes and web' ghts; whatever is needed to improve appearance a

Excellence in typography is the result of nothing more than an attitude. Its appeal comes from the understanding used in its planning; the designe r must care. In contemporary advertising the per fect integration of design elements often demon ds unorthodox typography. It may require the us e of compact spacing, minus leading, unusual si zes and weights; whatever is needed to improve
7 POINT

Excellence in typography is the result of nothin g more than an attitude. Its appeal comes from the understanding used in its planning; the de signer must care. In contemporary advertising the perfect integration of design elements often demands unorthodox typography. It may requ ire the use of compact spacing, minus leading unusual sizes and weights; whatever is needed

Excellence in typography is the result of nothi ng more than an attitude. Its appeal comes fr om the understanding used in its planning; th e designer must care. In contemporary adver rising the perfect integration of design eleme nts often demands unorthodox typography. It may require the use of compact spacing, min us leading, unusual sizes and weights; whate

Excellence in typography is the result of not hing more than an attitude. Its appeal come s from the understanding used in its plannin g; the designer must care. In contemporary advertising the perfect integration of design elements often demands unorthodox typogr aphy. It may require the use of compact spac ing, minus leading, unusual sizes and weigh

Excellence in typography is the result of no thing more than an attitude. Its appeal co mes from the understanding used in its pia nning; the designer must care. In contemp orary advertising the perfect integration o f design elements often demands unorthod ox typography. It may require the use of co mpact spacing, minus leading, unusual siz
8 POINT

Excellence in typography is the result of n othing more than on attitude. Its appeal comes from the understanding used in its planning; the designer must care. In cont emporary advertising the perfect integra tion of design elements often demands u northodox typography. It may require th e use of compact spacing, minus leading

Excellence in typography is the result of nothing more than an attitude. Its appe al comes from the understanding used i n its planning; the designer must care. I n contemporary advertising the perfect integration of design elements often dem ands unorthodox typography. It may re quire the use of compact spacing, minus

Excellence in typography is the result o f nothing more than an attitude. Its ap peal comes from the understanding us ed in its planning; the designer must c are. In contemporary advertising the p erfect integration of design elements o ften demands unorthodox typography It may require the use of compact spac

Excellence in typography is the result of nothing more than an attitude. Its a ppeal comes from the understanding used in its planning; the designer mus t care. In contemporary advertising th e perfect integration of design elemen ts often demands unorthodox typogra phy. It may require the use of compact
9 POINT

Excellence in typography is the resul t of nothing more than an attitude. It s appeal comes from the understandi ng used in its planning; the designer must care. In contemporary advertisi ng the perfect integration of design e lements often demands unorthodox t ypography. It may require the use of

Excellence in typography is the resu It of nothing more than an attitude. I ts appeal comes from the understan ding used in its planning; the desig ner must care. In contemporary adv ertising the perfect integration of de sign elements often demands unorth odour typography. It may require th

Excellence in typography is the res ult of nothing more than an attitud e. Its appeal comes from the under standing used in its planning; the d esigner must care. In contemporar y advertising the perfect integrati on of design elements often deman ds unorthodox typography. It may

Excellence in typography is the res ult of nothing more than an attitud e. Its appeal comes from the under standing used in its planning; the designer must care. In contempora ry advertising the perfect integrati on of design elements often demo nds unorthodox typography. It ma
10 POINT

Excellence in typography is the re suit of nothing more than an attit ude. Its appeal comes from the un derstanding used in its planning the designer must care. In contem porary advertising the perfect int egration of design elements often demands unorthodox typograph

Excellence in typography is the r esult of nothing more than an at titude. Its appeal comes from the understanding used in its planni ng; the designer must care. In co ntemporary advertising the pert ect integration of design elemen ts often demands unorthodox ty

Excellence in typography is the result of nothing more than an attitude. Its appeal comes from the understanding used in its p tanning; the designer must car e. In contemporary advertising the perfect integration of desig n elements often demands unor

Excellence in typography is the result of nothing more than an a ttitude. Its appeal comes from th e understanding used in its pla nning; the designer must care. I n contemporary advertising the perfect integration of design ele ments often demands unorthod
11 POINT

Excellence in typography is th e result of nothing more than a n attitude. Its appeal comes fro m the understanding used in i ts planning; the designer must care. In contemporary advertis ing the perfect integration of d esign elements often demands

Excellence in typography is th e result of nothing more than an attitude. Its appeal comes f rom the understanding used i n its planning; the designer m ust care. In contemporary ad vertising the perfect integrati on of design elements often de

Excellence in typography is t he result of nothing more tha n an attitude. Its appeal com es from the understanding u sed in its planning; the desig ner must care. In contempor ary advertising the perfect in tegration of design elements

Excellence in typography is t he result of nothing more the n an attitude. Its appeal com es from the understanding us ed in its planning; the design er must care. In contemporar y advertising the perfect inte gration of design elements of
12 POINT

Excellence in typography is the result of nothing more th an an attitude. Its appeal co mes from the understanding used in its planning; the des igner must care. In contemp orary advertising the perfec t integration of design elem

Excellence in typography is the result of nothing more t han an attitude. Its appeal comes from the understand ing used in its planning; th e designer must care. In con temporary advertising the perfect integration of desig

Excellence in typography i s the result of nothing mor e than an attitude. Its app eal comes from the unders tanding used in its planni ng; the designer must care In contemporary advertisi ng the perfect integration

Excellence in typography is the result of nothing m ore than an attitude. Its a ppeal comes from the un derstanding used in its pl anning; the designer mu st care. In contemporary advertising the perfect in
14 POINT

Excellence in typograph y is the result of nothing more than an attitude. It s appeal comes from the understanding used in i ts planning; the designe r must care. In contempo Tory advertising the per

Excellence in typog rap hy is the result of nothin g more than an attitude Its appeal comes from t he understanding used in its planning; the desi gner must care. In cont emporary advertising t

Excellence in typograp hy is the result of nothi ng more than an attitu de. Its appeal comes fr om the understanding used in its planning; th e designer must care. I n contemporary adver

as
Specimen booklets for each text/display typeface can be purchased from ITC.The order form for these specimen booklets appears on page 86 of this issue of U&lc.

The ITC Typeface Collection

NEW FROM ITC ITC Elan"
Book Book Italic Medium Medium Italic Bold Bold Italic Black Black Italic
The typefaces shown on these pages represent the complete collection of ITC Typefaces as of August 15,1985.

TEXT/DISPLAY FACES B--

DISPLAY FACES

MC ant

taz E3(2.1 Hem ITC Bauhaus UKIhe 04,3 16aTteuz

ITC AIM LIIES

Co4Rsed ITC/LSC Condensed Italie

ITC Didi gmo CmanGe OUg ITC Eras Contour ITC hi Face ITC Firenze [17 Fraddors Oaf ne
Franklin Gothic Outline

ITC MixageTM

Book
Book Italic Medium Medium Italic Bold Bold Italic Black Black Italic

ITC Bernase Roman ITC Bolt Bold ITC/LSC Book Regular Roman ITC/LSC Book Regular Italic ITC/LSC Book Bold Roman ITC/LSC Book Bold Italic ITC/LSC Book X-Bold Roman ITC/LSC Book X-Bold Italic BOO DocIEQ,Em Omaha;efEOWEIgffie ITC Bookman Contour with Smash ITC 3UCQAY41 LIGHT ITC DUSORRIA MEDIUM ITC BUSORAMA BOLD ITC Caslon Headline ITC/LSC Caslon Light No.223

ITC Franklin Gothic ITC Gorilla ITC Grizzly ITC Grouch ITC Honda U E)211 ONI]he ITC Kobel Contour

ITC LeawoodBook
Book Italic

Medium Medium Italic Bold

ITC/LSO CaslonLightNo.223 Italic

ITC/LSC Caslon Regular No.223
ITC/LSC Caslon Regular No.223 Italic

ITC/LSC Caslon Bold No.223

ITC/LSC Caslon Bold No.223 Italic ITC/LSC Caslon X-Bold No.223 Caslon X-Bold No.223 Italic ITC/LS

11TC Chelitaiiham Otlim Cllnellemthani 0 u.t Ihne SIntulowe

ITC Cheltenham Contour

narEmn, Bold OUtltna ITC MACHINE ITC MACHINE NLW lit /1St Manhattan ITC Milano Roman ITC NEON IALVW ;, ITC Ronda Light ITC Ronda ITC Ronda Bold OultinG, EC &w0.0 ScAfic _ C/-&C Stymie =airline ITC Toils Roman
ITC Uptight Regular ITC Uptight neon

Bold Italic Black Black Italic

ITC Symbol" Book
Book Italic Medium

Medium Italic Bold Bold Italic Black Black Italic

RTC Cileadace Outline

ITC Clearface Contour

ITC Marfa= OlatIne Sham

ITC VeljovicBook Book Italic Medium Medium Italic Bold Bold Italic Black
Black Italic

39

I ITC American Typewriter -

Light

I ITC Bookman
L ight
Light Italic

I ITC Eras'
I inht

I ITC Kaber Book

Medium Demi Bold Ultra

I ITC Serif Gothic

I inhr

Book

Medium Bold
Light Condensed

Medium

Regular

Medium Condensed Bold Condensed

Medium Italic Demi Demi Italic Bold Bold Italic

Medium Demi Bold Ultra

Bold
Extra Bold Heavy Block

ITC Avant Garde

Gothic
Extra Light Extra Light Oblique Book Book Oblique Medium Medium Oblique Demi Demi Oblique Bold Bold Oblique Book Condensed Medium Condensed Demi Condensed Bold Condensed

ITC Caslon No. 224

Book Book Italic Medium Medium Italic

ITC Feniee' Light

Light Italic

ITC Korinna"
Regular Kursiu Regular

ITC Souvenir
Light Light Italic Medium
Medium Italic Demi Demi Italic Bold Bold Italic

Bold

Regular

Kursiv Bold

Bold

Bold Italic

Black
Black Italic

Regular Italic Bold Bold Italic Ultra Ultra Italic

Extra Bold
Kursiv Extra Bold Heavy Kursw Heavy

ITC Franklin Gothic'

Book Book Italic Medium Medium Italic

ITC Lubalin Graph:

Extra Light Extra Light Oblique
Book Book Oblique

ITC Tiffany
Light Light Italic Medium Medium Italic
Demi Demi Italic Heavy Heavy Italic

ITC Century
Light Light Italic Book Book Italic
Bold Bold Italic Ultra Ultra Italic Light Condensed

Medium

Demi
Demi Italic Heavy Heavy Italic

ITC Barcelona
Book
Book Italic Medium Medium Italic Bold Bold Italic Heavy Heavy Italic

Medium Oblique Demi Demi Oblique Bold

Bold Oblique

Friz Quadrata
Friz Quadrata Friz Quadrata Bold

Light Condensed Italic

Book Condensed Book Condensed Italic Bold Condensed
Bold Condensed Italic Ultra Condensed Ultra Condensed Italic

ITC Modern No. 216 Light

Light Italic Medium Medium Italic
Bold Bold Italic

ITC Galliard
Roman Roman Italic Bold Bold Italic

ITC Usherwood Book Book Italic Medium Medium Italic Bold Bold Italic Black
Black Italic

ITC Bauhaus
Light

Heavy
Heavy Italic

Medium Demi Bold

ITC Cheltenham"'
Light Light Italic

Black
Black Italic

Book

Ultra
Ultra Italic

ITC New Baskerville Roman

Italic

ITC Weidemanif
Book Book Italic Medium Medium Italic Bold Bold Italic Black Black Italic

Book Italic

ITC Benguiat
Book Book Italic Medium
Medium Italic Bold Bold Italic Book Condensed

Bold
Bold Italic Ultra Ultra Italic Light Condensed

ITC Garamond
Light Light Italic Book Book Italic Bold
Bold Italic Ultra Ultra Italic Light Condensed

Semi Bold
Semi Bold Italic

Bold Bold Italic

Black Black Italic ITC Newtext
Light Light Italic Book Book Italic

Book Condensed Italic Medium Condensed Medium Condensed Italic Bold Condensed
Bold Condensed Italic

Light Condensed Italic Book Condensed Book Condensed Italic Bold Condensed
Bold Condensed Italic

ITC Zapf Boole

Light Light Italic Medium Medium Italic Demi Demi Italic Heavy Heavy Italic

Ultra Condensed
Ultra Condensed Italic

ITC Clearface
ITC Benguiat Gothic Book Book Italic
Medium Medium Italic Bold Bold Italic Heavy
Heavy Italic

Condensed Italic Book Condensed Book Condensed Italic

Light

Bold Condensed
Bold Condensed Italic Ultra Condensed Ultra Condensed Italic

Regular
Regular Italic

Regular Regular Italic Demi Demi Italic

Bold

Bold Italic

Heavy
Heavy Italic Black Black Italic

ITC Isbell'
Book Book Italic Medium Medium Italic Bold Bold Italic Heavy Heavy Italic

ITC Novarese"
Book Book Italic

_ITC Zapf Chancery Light

Light _italic

Medium

Medium Italic Bold

Bold Italic Ultra

ITC Cushing ITC Berkeley Oldstyle

Book Book Italic Medium
Book

Medium Medium _italic Demi Bold

Book Italic

Medium

Medium Italic Bold Bold Italic

Black
Black Italic

Medium Italic Bold Bold Italic Heavy Heavy Italic

ITC Quorum'
Light Book Medium Bold Black

ITC Zapf Internatic nar Light

Light Italic Medium Medium Italic
Demi Demi Italic Heavy Heavy Italic

Italia
Book Medium Bold

40

1\101- JUST ;AIVIEBOARIDS NOTJUST GAMES

Anyone born within the last fifty years may find it hard to imagine how their parents and grandparents entertained themselves, night after night, without televisionand further back, without radios, phonographs, home movies and all the other marvels we switch on today for instant pleasure. The fact is, many a cozy evening was whiled away playing games. Card games, which were first played in China some 800 years ago, have been universally popular ever since. But thousands of years before cards were invented, there were board games. Archeologists came upon gameboards in the royal tombs of Ur, in Iraq which date back to 3000 B.C. Similar gameboards, dating back to 1352 B.C., were discovered in the tomb of the legendary pharaoh,Tutenkhamen, in Egypt. Gameboards were also filtered out of Roman ruins throughout their empire, and drawings on Greek vases as well as ancient Chinese manuscripts, substantiated the existence of gameboards as a popular entertainment in ancient times. The amazing fact is that all the primeval games were similar in concept and related to a family of games which we today call Backgammon. So it remains for us to ponder why Pac Man and other contemporary video games that created such a frenzy of excitement a year ago, are suddenly vaporizing into thin air, while Backgammon has endured for fifty centuries. Why do people play games in the first place? And what kind of games endure? These ruminations on the subject of games were sparked by a recent exhibition of gameboards at The Museum of American Folk Art in New York City. The 96 gameboards in the exhibition were all handcrafted and hand painted by people in Canada and the United States during the 19th and early 20th centuries. Though color lithography was already making these gameboards available commercially, it was obvious from the sampling on the museum's walls that people took pleasure in fashioning their own versions. Some boards were designed as table tops. Some were meant to be hung on the walls as decorations when not in use.A number of boards were reversible, with a different game on each surface. Some were ingeniously threedimensional,with containers for playing pieces glued to the boards.One of the beguiling aspects of the show was the personal graphic interpretation rendered by each of the designers. Those that were skilled painters demonstrated their facility with some of the popular painting techniques of the day. They used trompe l'oeil tricks to mimic wood grain, marble and slate surfaces. Some boards were embellished with elegant line work and intricate scrolls reminiscent of the painting on fine carriages. Stencil patterns, which were popular for decorating furniture, wall panels and floors, also were used on a number of boards. But the majority of "artists" were clearly amateurs, and what they lacked in polish they made up for in charm.They jollied up their boards with suns, moons, stars, birds,flowers and landscape vignettes. Boards that were in-

The book. Gameboards of North America may be purchased at the Museum of American Folk Art, 55 West 53rd Street, New York, NY 10019. $10.95 paperback. $19.95 hardcover.
For mail orders add $4.00 for postage and handling.

Checkerboard. Checkerboard with chessboard on the reverse side. Painted wood embellished with oriental motifs popular in the late nineteenth century. Artist unknown. New England. Collection of Charles L. Flint.

HEADLINE:ITC AVANT GARDE GOTHIC BOOK

TEXT:BOLD

CAPTIONS:ITC AMERICAN TYPEWRITER MEDIUM WITH BOLD

42

tended as gifts were inscribed with tender messages. Many were illustrated with touches that had personal significance. On one Parcheesi board, for instance, in the area designated as "home," the Vermont artist painted a replica of his own house. On a board game called "A Trip Around the World," the artist fulfilled his own adventurous fantasies with illustrations of a mermaid, a sea serpent, a windmill, a lighthouse and a dungeon. Many of the gameboards sported patriotic motifs, oriental patterns, personal symbols and initials. But it was the all-out indulgence in color, the unusual combinations (some we suspect were

Parcheesi board. Painted wood. Artist unknown. New England. Early twentieth century. Collection of Paige and Robin Starr.

Dart board. Painted and stenciled, wood and wire. Artist unknown. Northeastern United States. Early twentieth century. Private collection.

43

Parcheesi board. Painted wood. Artist unknown. Northeastern United States. c.1880. Private collection.

TEXT: ITC BARCELONA BOLD CAPTIONS: ITC AMERICAN TYPEWRITER MEDIUM WITH BOLD

44
A Checkerboard. Painted wood, embellished with stars, insect pattern and initials of designer, "Joseph Deschenes." Quebec, Canada. Dated 1920. Private collection. B Bingo Board. Painted wood with metal rim. Artist unknown. New England. Late nineteenth century. Private collection.

"

C Parcheesi Board. Painted wood. Artist unknown. Northeastern United States. c. 1900.

meal! III
M.
111
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AGO'

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painted with leftover house paint) and the vigorous abstract forms, that reverberated through the gallery. Except for the modest size of the pieces, the exhibit of gameboards might well have passed for an installation of contemporary abstract paintings. Though the association with fine art is irresistible, in their own right, these game boards take their place among the finest examples of American folk art.

The names of the game.,

From the preponderance of certain boards in the exhibition, we might assume that Parcheesi and Checkers (or Chess) were the most popular games or the easiest boards to reproduce. Surely something in the nature of the games appealed to a human need...and satisfied that need for centuries.

Parcheesi is a game that depends more on chance than skill. It can be played by 2, 3 or 4 players. Each player starts with 4 playing piecesall of which must be moved around the board and brought safely "home" to the center of the board. Each move is determined by a roll of the dice and some strategic decisions about which piece to advance at a given time. The game has a long heritage. Some records indicate it originated in Korea in the 3rd century A.D. and was called Nyout. Another version of the game was played for centuries in India, where it was called Pachisi. ThemogulEprAkba,in fact, had an entire courtyard laid out in marble in the design.

45
Checkerboard. Painted wood. Artist unknown. New England. Late nineteenth century. Collection of Paige and Robin Starr.

TEXT/CAPTIONS:ITC AMERICAN TYPEWRITER MEDIUM WITH BOLD

46
of the Pachisi game board. The game was modified, patented and introduced into England in the late 19th century under the name of Ludo, which is technically the version of Parcheesi we play today. Checkers and Draughts are essentially the same game except for the size of the boards on which they are played. Both are games of strategy and skill. They are played by two people on checkered boards with small disks (checkers) as playing pieces. The object of the game is to remove all the opponent's pieces from the playing board. Each piece may move one square diagonally, and an opponent's piece may be captured by a diagonal leap across it to an unoccupied space. Draughts is played on a board with 12 squares per line, while Checkers is played with 8 squares to the line. The larger Draughts board makes the game last longer. Draughts, which was the original version of the game, was invented somewhere in the south of France in about 1100 A.D. At first it was played with Backgammon pieces on a checkered board. The playing pieces were called ferces, the name of the queens in medieval Chess games. The game has been popular throughout Europe since the 16th century. Chess is a game of pure strategy and skill. The only way that chance might enter into it would be if one of the participants, by chance, was distracted, lost his cool, his vision, his memory or had some such accident befall him. It is a game for two people, played with pieces named for characters out of medieval history. Each of the players has a king, a queen, two castles (rooks), two knights, two bishops and eight pawns. The object of the game is to "check" the opponent's king and immobilize him. Each of the pieces has a prescribed path of movement, and participants maneuver them strategically to knock out the opponent's king while protecting his own. Although Chess is often likened to a game of war because of the association with medieval war lords, contemporary psychological theories have prompted another interpretation. Could Chess perhaps be an expression of sublimated patricidea wish to knock off the king...the father? Or conversely, does it express some primal instinct to defend the father figure? Whichever interpretation we choose, there is no question of the fascination the game of Chess has engendered for centuries. It is believed to have originated in India sometime between the 6th and 7th centuries. It spread to Persia where it got its name from the Persian word for king, shah. From Persia it spread to Europe, and the game, as it is played today with the medieval playing pieces, stems from about the 15th century in Europe.

Backgammon, if we trust the archeologists, is the granddaddy of all board games, as they have traced it back 5,000 years to the royal tombs of Ur in ancient Iraq. The game has been played in one form or another continuously ever since. It is basically a game of chance and skill, as the moves are dictated by a roll of the dice, but strategy and smarts about the laws of probability count big in this game. It is played by two people on a board divided into two "tables?' Each "table" is marked off into 12 wedges or points, 6 at each end, in alternate colors of black and red or black and white. Each player has two dice and 15 "men" or playing pieces. The object of the game is to move one's "men" from the opponent's "home table" to one's own "home table:' Variations of the game were played in the Roman Empire in the first century B.C. when it was called Lucius Duodecim Scriptorum. By the first century A.D., it was replaced with a variation called Rzbula. Through the centuries Tabula turned into Rzbles, and finally in England it was christened Backgammon. The game which had widespread popularity during the Victorian

47

A Chinese Checkerboard. Painted wood. Artist unknown. Northeastern United States. Late nineteenth century. The Newtown Bee Collection. B Checkerboard. Painted wood, decorated with roses and horseshoes in the corners. Artist unknown. Northeastern United States. Late nineteenth century. Collection of Mr. and Mrs. Albert Earl. C Checkerboard. Painted wood with stars in squares and Greek key design in border. Artist unknown. Northeastern United States. Late nineteenth century. Collection of Mr. and Mrs. Albert Earl. D Agon Board. Painted wood. Artist unknown. New England. c. 1890. Collection of Bruce and Doranna Wendel.

TEXT:ITC USHERWOOD BOLD WITH BLACK

CAPTIONS:ITC AMERICAN TYPEWRITER MEDIUM WITH BOLD

48

era staged a phenomenal revival just a few years back. While Bingo held its own among the blue-collar set, Backgammon was all the rage with the bluebloods. What's in a game? If ancient civilizations buried their kings with games to play in the afterworld...and if certain games have continued to enthrall humans for centuries, there must be more to a game than the word implies. Maybe the real clue to the value of games is to be found by studying societies where games are not played. The non-game players are people of the tropics, low key, with simple subsistence levels, simple technology, non-competitive lifestyles, no political stratification and no social divisions. Conversely, our most enduring games originated in Egypt, India, Greece, Rome, China, Persiathe cradles of ourrcontemporary civilization. Should we assume then that game playing is indigenous to competitive societies? Do the games entice because they mimic real life? Prepare us for real life? Or do they appeal, as some sociologists and recreational specialists attest, because they are the antithesis of real life? Consider the benevolence of game playing as compared with life itself. A game is a free and voluntary occupation. We can play or not; start at will and end at will. Not so in life. Games are played by precise rules which everyone must obey. Life is full of confused and inconsistent laws, which all the jurisprudence in the world cannot enforce. A win at a game brings instant recognition and exhilaration; a defeat is not an agony for long. Unlike life, games can sublimate aggression, fulfill fantasies, build confidence and relieve our tensions with no harm to others. Best of all, gamesnot lifecan provide equal opportunity for all. People who realistically can expect nothing out of life can hope to triumph in games of chance, for neither genealogy, education, wealth, talent nor special influence, can determine the roll of the dice. In the end, games are vital to life in our civilization. Not for productivity; nothing is created. Not for social value; no moral lessons are learned. But games bring relief from the vicissitudes of life. Win, lose or draw, it's nice to Marion Muller know we can start fresh tomorrow.

A Parcheesi Board. Painted wood with "smoke

painting" for antique effect. Artist unknown. Northeastern United States. Late nineteenth century. Collection of Charles L. Flint. B Palm Tree Board. Painted wood. Artist unknown. Northeastern United States. Date unknown. Collection of Helen and Scudder Smith. C Checkerboard. "Day" and "night" are naively depicted on this painted wood board. The painted tin checker box is affixed to the board. Signed "Osgood." Connecticut. Late nineteenth century. Collection of Patty Gagarin.
The gameboard illustrations reproduced here were provided by The Museum of American Folk Art, New York City. They were included in the exhibition, "Winning Moves. Painted Gameboards of North America," sponsored by General Mills Toy Group. The book, Gameboards of North America, may be purchased at the Museum of American Folk Art, 55 West 53rd Street, New York, NY 10019. $10.95, paperback. $19.95, hardcover. For mail orders add $4.00 for postage and handling.

TEXT:ITC USHERWOOD BOLD WITH BLACK

CREDIT. BOOK

CAPTIONS. ITC AMERICAN TYPEWRITER MEDIUM WITH BOLD

9 49

She'll Take Manhattan: Graduate Puts Career Into High Gear

NEW YORK"I love the job, I love New York and I'm so glad I relocated here," says Art Institute of Fort Lauderdale graduate Victoria Horner. Victoria is now a graphic artist/illustrator for Beauty Fashion magazine, a trade publication for the beauty and cosmetic industry. She learned of the job through the Art Institute, came to New York for an interview and was hired on the spot. Now, she's doing what her training prepared her for: illustration, layouts and mechanicals. And she's "learning something new every day!"

Colorado institute of Art graduate Swanstrom meets CBS Creative Director Lou Dorfsman.

Have Illustrations, Will 'Travel

DENVER"Earning a living as a freelance illustrator in Denver means you've got to have a versatile style," says Colorado Institute of Art graduate Rod Swanstrom. Rod's work has already appeared nationally in Ski magazine, and regionally in Denver magazine and the Rocky Mountain News. Recently, Rod made a trip to New York City. There, with the help of his school's Employment Assistance Office, he met with CBS Creative Director Lou Dorfsman, noted illustrator Braldt Bralds and several artists' representatives. "Everyone I met was so encouraging about my illustrations," Rod says, "that the trip was a terrific inspiration for me."

Graduate Victoria Homer now Illustrates for Beauty Fashion magazine in New York City.

Seattle Student Wins Lipton Logo Contest

DELRAY BEACH, Fla.Dennis Ryan of the Art Institute of Seattle recently won the $1,000 first prize for his winning logo design for the Lipton International Players Championships. The Lipton competition, open exclusively to students of The Design Schools, drew more than 1,000 entries. Of the 70 students who were among the finalists, 18 shared the $2,500 in prizes.

1986 UPTON INTERNATIONAL PLAYERS CHAMPIONSHIPS

Ryan's logo is official '86 contest symbol.

Flown to the tournament, Ryan received his award before an audience of thousands.

The Design Schools

Art Institute of Atlanta Art Institute of Dallas Art Institute of Fort Lauderdale Art Institute of Houston Art Institute of Philadelphia Art Institute of Pittsburgh Art Institute of Seattle Colorado Institute of Art

For immediate attention, call toll free 1-800-245-6710.

111Please send me more information about the programs at The Design Schools.
NAME COMPANY ADDRESS CITY

K Please contact me. I have a current (or future) job opening.

Career preparation: That's what The Design Schools are all about. Students receive inten-

sive classroom instruction, including professional-level assignments that challenge them to solve a full spectrum of design and production problems under deadline pressure. Students attend classes five days a week, all year round. Whether you're planning a career in art or design, shouldn't you choose a school that prepares you for that career? If you're an employer, here is where you may find the most qualified candidate to add to your design staff. To learn more about the programs available at The Design Schools or about the graduates who can fill your employment needs, call the toll-free number listed at right, or mail the coupon.

BUSINESS PHONE

STATE

ZIP

Send to: Edward A. Hamilton, Design Director

The Design Schools

101 Park Avenue, New York, NY 10178

31

50

Mechanicals that took hours can now take minutes with GTO, Varityper's extraordinary, high-volume page make-up system.

On GTO's high fidelity screen you'll see exactly what your combined graphics and text look likein advance.

Your Varityper system can input to GTO. Obsolescence? Our new system makes a perfect fit with your system.

No problem.

Just point and press the mouse to design work, Simple to cost justify, too.
C 1986, AM International, Inc. AM and Varityper are registered trademarks and Graphics Text Organizer is a trademark of AM International, Inc.

compose text, merge graphics.

Graphics Text Organizer from Varityper translates the decisions of creative people into the finished product with incredible ease. Remarkable in price/performance, GTO offers dynamic page make-up capability, merging graphics and text with a level of interactivity rivaling thought itself in speed. Real type is displayed with high fidelity so that what you'll see is exactly what you'll set. You can reduce turnaround time,cut labor and material cost, improve accuracy and increase productivity with Varityper's new GTO. Want to learn more? It's easy. Return the coupon below or give us a toll-free call and we'll send you free information.

Send me your free information:

I want to discover exactly how your Graphics Text Organizer can streamline my operations, cut costs, and improve productivity. Please send me the following information:
(mail coupon to:)

Varityper, 11 Mount Pleasant Avenue East Hanover, New Jersey 07936

K Send me complete information on GTO. K Send me information on Varityper's full Visual Image Assembly System products. K I'd like a demonstration on the GTO. Name Company Address City/State/Zip Phone
( )

For faster service call toll-free.

We'll mail you our free information on the GTO. Call 800 631-8134, in New Jersey dial 201 887-8000 ext. 999

Dept. ULC

52

gmat

new name

is a collection of traditional typefaces of unparalleled excellence. The See for yourself. Compare our Aristocrat with any leading sans serif typeface. Also examine our Cintal, Grigat, Pharaoh, Siegfried and other new families in the series. We are confident you'll be delighted. The ria/SPeytie47 complements an already vast library of digital typefaces standing at over onethousand strong, ready to meet the most demanding typographic requirements. In addition to Latin-based languages, our library embraces dozens of foreign languages including Hebrew, Greek, Arabic, Indian and Cyrillic. Aristocrat for New York ... Devanagari for Bombay, Varityper sets it all. Learn more about the re,,,,kii,Ycti&J, from Varityper. Fill out the coupon to the right or call toll-free for a brochure. After all, "type" is our middle name.

Introducing the

re,J/Jvi,s00,,A,A,

from Varityper.

from a great new series.

Send me your free brochure: I'd like to compare your Aristocrat and see for myself. Please send me your brochure. Mail coupon to:

Varityper
11 Mount Pleasant Avenue East Hanover, New Jersey 07936 Name Company Address City/State/Zip Phone For faster service call toll-free. We'll mail you our free information on the 4?lezaai4 Setied: Call 800 631-8134, in New Jersey dial 201 887-8000, ext. 999.
1985, AM International, Inc. AM and Varityper are registered trademarks of AM International, Inc.

54

AUTOLOGIC

Typographic Art &'Science

Autologic's Master Library contains a rich variety of typographic expression continuing to grow with offerings from Alphabet Innovations, Haas Typefoundry, International Typeface Corporation, Letraset, TypeSpectra, World Typeface Center, and other original design sources. We also offer exclusive designs such as Kis-Janson as part of our commitment to provide innovative, high-quality digital letterforms for use on Autologic's unsurpassed imagesetting equipment.

55

IN THE LATE I7TH AND EARLY 18TH CENTURIES

Transylvanian Phoenix
in America
LATE IN THE 19TH CENTURY KIS' WORK

the types of the printer and punchcutter NICHOLAS Kis of Transylvania found their way into many type foundries and printing establishments throughout Europe. They were widely used and appreciated for their legibility, economy, and decorative usefulness. Kis' types predate the work of Caslon, Grandjean, Baskerville, and Fournier and yet are indicative of the evolving criteria which would influence those masters of type design. The Kis types are a perfect expression of that period of history we know as 'Baroque.' As typographic style changed, the Kis types saw little use and were not widely known for the next 15o years.

AUTOLOGIC'S KIS-JANSON IS A DIGITAL INTERPRETATION

arose from the ashes of obscurity and began to reclaim its place as part of our typographic heritage. Unfortunately, in the 192,o's the Kis types were erroneously attributed to the punchcutter and typefounder Anton Janson and became known by his name. Nearly 3o years of research by typographic historians finally revealed the information that pointed to Kis as the actual creator. Kis' work has served as a rich source for several zoth century letterform designs from foundries in England, Germany, Hungary, and the United States. The last American rebirth of this Transylvanian Phoenix was in the Lanston Monotype Corporation's rendition of 'Janson' produced in the late 1930's.

which presents the rich variety of Kis' masterpiece of design in a letterform

produced for present day composition requirements. Through skillful design and production the legibility of the smaller point sizes has been enhanced while preserving the grace of the letterforms for display use. Kis-Janson captures the nuances of varying style throughout the original range of sizes rather than slavishly copying any one point size. The result is an eminently practical and beautiful letterform which, with its three weights in roman and italic and four master sizes for text and display, offers a typographic palette suited to today's needs. As Kis-Janson, a new form for a new technology, the Transylvanian Phoenix has fulfilled Kis' hope that his designs would prove worthy to last for two or three centuries.

ABC DEFGHIJKLMNOPQRSTUVW XYZabcdefghijklmnopqrstuvwxyz 1234567890

KIS-JANSON ITALIC ABC DEFGHIJKLMNOPQRSTUVW XYZabcdefghijklmnopqrstuvwxyz 1234567890 KIS-JANSON BOLD

KIS-JANSON ROMAN

ABC DEFGHIJKLMNOPQRSTUVW XYZabcdefghijklmnopqrstuvwxyz 1234567890

KIS-JANSON MEDIUM ITALIC ABC DEFGHIJKLMNOPQRSTUVW XYZabcdefghijklmnopqrstuvwxyz 1234567890

KIS-JANSON MEDIUM

ABC DEFGHIJKLMNOPQRSTUVW XYZabcdefghijklmnopqrstuvwxyz 1234567890

KIS-JANSON BOLD ITALIC ABC DEFGHIJKLMNOPQRSTUVW XYZabcdefghijklmnopqrstuvwxyz 1234567890

AUTOLOGIC
Autologic, Inc. Autologic SA 1050 Rancho Conejo Boulevard Avenue des Boveresses 44 Newbury Park, California 91320 CH-1010 Lausanne, Switzerland (805) 498-9611/(818) 889-7400 (021) 33 51 33/Telex: 459 539 autoch Subsidiaries of Volt Information Sciences, Inc.

This advertisement was composed on the APS-Microcomposer and imaged with the APS-Micro 5 using Autologic's Kis-Janson family of digital letterforms.

56

WANT A COLLECTION OF FACES THAT

Adroit Light T.; Admit Light Italic
New Baskerville Semibold re

Cardinal Medium
Cardinal Medium Italic Cardinal Demibold

Clara Demibold
Clara Demibold Italic

English Italic

New Baskerville Semibold Italic w;

New Baskerville Bold

English Bold
English Bold Italic

Adroit Medium Ts
Admit Medium Italic

Claro Bold
Claro Bold Italic
Claro Condensed

New Baskerville Bold Italic ,e

Cardinal Bold
74 SMALL Caslon 74
CASLON CAPS

New English Bold

New English Bold Italic
Eras' Light Le Eras'" Book ITc Eras'" Medium L.

Adroit Bold rs
Allan

New Baskerville Black

New Baskerville Black Italic ETC Bauhaus Light ,c

Claro Condensed Italic

Allan Italic

Carlon 74 italic
Caslon 74 Bold

Clara Demibold Condensed

Clara Demibold Condensed Italic Clam Bold Condensed Claw Bold Condensed Italic Clan Extra Condensed
Clan

Allan Bold
Allan Bold Italic
Alpha Gothic Light Alpha Gothic Light Italic Alpha Gothic

Bauhaus Medium Bauhaus Demibold Bauhaus Bold ITC boohoos Heavy

Belwe Light

rtC

Caslon 74 Bold Italic

Caslon 74 Bold Condensed

CASLON No. zze BOOK SMALL CAPS
Inc

ITC

Eras' Demlbold Eras''Bold Eras"Uttra

ITC
ITC

CASLON NO. 224' MEDIUM SMALL CAPS ac

Alpha Gothic Italic

Caslon No. 224"Book

ITc
ITC

Bad Fxba Ceidosed Clearface Bold

Clearface Bold Italic

Eternal Old Style

IA
IA

Eternal Old Style Italic I.

Alpha Gothic Bold Alpha Gothic Extended Alpha Gothic Bold Extended
Alphatura Light

Behve Light Italic Ts

Caslon No. 224' Book Italic

Caslon No. 224'Medium ITc

Before Medium Ts Bettye Bold TSI Belie Bold Condensed

Clearface Extra Bold

ITC

Gaston No. 224c Medium Italic

TSI

Clearface Extra Bold Italic

Eternal Old Style Bold Eurogothic Eurogothic Bold

Eurogothic Condensed

Gaston No. 224" Bold

ITc

Clearface Regular ,Ts ITc

ITC

Alphatura Light Bohr Aiphoturo Book Alphoturo Book italic

Alphatura Medium Alphatura Medium Italic

Bengulat'GothIc Book ITc Benguiat'Oothic Book Italic

Gaston No. 224""Bold Italic

Clearface Regular Italic

Unmake Bold Condensed

Eurogothic Extended

Caslon No. 224T"Blaek

Caslon No. 224'Black Italic
Caxton Roman Light Caxton Book
TSI

Clearface Bold
Clearface Bold Italic
Icc

Benguiat"Gothic Medium
Benguiat'Gothic Medium Italic ITC

Clearface Heavy
Cleave

ITC

Eurogothic Bold Extendei Fairmont

Fairmont Italic

fienguiat' Gothic Bold

TC

Carton Roman Light Italic cs

Clearface Heavy lid& Cleadlea '(:;1,6.auttice Outline rte

Cloister Old Style

Alphatura Demibold
Alphatura Demibold
Itolic

Benguiat' Gothic Bold Italic ITC

Fairmont Bold
FENICE LIGHT SMALL CAPS
.

Alphatura Bold
Alphatura Bold Italic
New

Bengtitat' Gothic Heavy I TC Bengulart' Gothic Heavy Stalk

Benguiat" Book
ITC

Caxton Bold
I TC

TSI

ITC ITC

CENTAURUS SMALL CAPS

'

FENICE REGULAR SMALL CAPS

Alslerturo Demibold Condensed

Bengulat' Book Italic

ITC

Centaurus Centaurus Italic

CENTURY OLD STYLE SMALL CAPS

Fenice Light Le

Cloister Old Style Italic

Cloister Bold

Fenice Light Italic

Icc

New Alphalare Bald Condensed

Alphatura Book Condensed

Benguiat" Medium Benguiat'Bold

ITC

Lc

Fentce Regular
Fenice Regular Italic=s

Benguiat' Medium Italic 'f'C Benguiat'" Bold Italic Benguiat' Book Condensed ITC
ITC

Century Old Style

Century Old Style Italic

Cloister Bold Italic

Comenius-Antigua Comenius

Alptiaturo Demibold Condensed

Alphavanti Light

Fenice Bold
Praire Bold Italic

Century Old Style Bold

CENTURY TEXT SMALL CAPS
Century Text

Italic ca

Alphavanti Light Italic Alphavanti Alphavanti Italic Alphavantl DemlbOld Alphavanti Demibold italic

Benguiat' Book Condensed Italic Benguiat" Medium Condensed ITC

Comenius-Antiqua Medium IS Comenius-Antiqua Bold

Conk 1101 Copan CMOICH
CNrutl
Cegfeh

Feeler Ultra
Folio Light

cc

Felder Ultra I Folio Light Itatto.sii

F

Century Thxt Italic

ITC

Benguiat' Medium Condensed Italic

Century That Bold

Benguiat' Bold Condensed

ITC

Century Thxt Bold Italic

Century X
ac

Alphavanti Bold Alphavanti Extra Bold

Alphavers Book Condensed Alphavers Bold Condensed
American

Benguiat T' liold Condensed Italic ac

BERKELEY OLDSTYLF T' BOOK SMALL CAPS

ION
bit italic
,s
C

Fa

Century X Italic

Folia,
Fotura E Fotura Lig

BERKELEY OLDSTYLE'MEDIUM SMALL CAPS Sc

Century X Bold
Century Light
nC

Compact' Black
Concert
Concert Italic

Berkeley Oldstyle" Book ITc

Gothic Light

American Gothic Light Italic American Gothic Medium American Gothic Medium italic

Berkeley Oldstyle"Book italic Berkeley Oldstyle' Medium Berkeley Oldstyle' Bold

ITC

Century r .ght Italic ITC

Icc

Concert Bold
Congress Regular coo

Fotura Med Fotura Demi

Franklin - Antiqua

Berkeley Oldstyler"Medium Italic Berkeley Oldstyle'Bold Italic ITC

Congress Regular italic

Franklin Italic cx
Franklin-Antigua Meditnix

American Gothic Bold American 'INTpewrite,r Light .c American Typewriter Medium rcC American Typewriter Bold American IA3ewriter Light Condensed Tc
American 1Ypewnler Medium Condensed
ITC

Berkeley OkIstyle'Black Berkeley Oldstyle"Black Italic Bluejack Light A.

Congress Medium Congress Bold

ITC

TON,

Franklin Me*Iirt Italic

Bluejack Light Italic

d Italic ,r
used
rtc
ITC

Congress Heavy Contempo Contempo Bold

COPPERPLATE GOTH Ili ,...:

Franklio

a Bold ""

thic
;Bothic Italic

Bluejack Medium

is Condensed
this Condensed Italic Extra Condoned
N GOTHIC BOOK SMALL CAPS a LIN GOTHIC MEDIUM SMALL CAi

Altana Typewriter Bold Condensed ITc

Astro

Bluejack Bold AI
Bodoni
Bodoni Italic

teed Italic

COPPERPLATE GOTHIC BO COPPERPLATE GOTHIC CONDEII COPPERPLATE GOTHIC

eased

ITc
cc
ITC

Astro Italic

ensed Italic

Astro Bold
Atlantic Atlantic Italic

Bodoni Book

Bodoni Book Italic

Bodoni Bold

Condensed Ultra Cen Center* Abu Condensed Milk

Cheltenham Old Style

Cooper Black Cooper Black Italic

CREMONA SMALL CA

klin Gothic Book

ITc

nklin Gothic Book Italic .-re

Atlantic Bold
Avant Garde Extra Light ITC Avant Garde Extra Light Oblique ITc Avant Garde Book ITC Avant Garde Book Oblique no

Bodoni Bold Italic

Bodoni Ultra Bodoni Ultra Italic

Cheltenham Old Style Italic

Cheltenham Old Style Condensed Cheltenham Old Style Bold Coademed

Cremona.

Franklin Gothic Medium ,TC

Franklin

Cremona Bah(

Cremona Bold
Cremona Bold Italic
Criterion Light Criterion Light Italic
TS

Gothic Medium Italic Franklin Gothic Demlbold

ITC

ITC

Bookman
Bookman Italic

Cheltenham Medium
Cheltenham Medium Italic

Franklin Gothic Demlbold Italic Icc

Franklin Gothic Heavy

Franklin Gothic Heavy Italic
Friz Quad rata
T$

Avant Garde Medium

RC
ITC

Bookman Light ,Ts

Bookman Light Italic
Icc

Cheltenham Bold
Cheltenham Light ITc

Avant Garde Medium Oblique ITC Avant Garde Demibold Avant Garde Demibold Oblique .c

Criterion Book Ts
Criterion Book Italic

Bookman Medium Cc
Bookman Medium Italic cc

Cheltenham Light Italic Icc

Frit Quadrata Bold

Frutiger 45 Frutiger 46
Frutiger 55
nc

ICI

Cheltenham Book

ITc

Avant Garde Bold

ITC

Boo
Bookm

Italic

cc

Criterion Medium Ts Criterion Bold Ts

CUSHING BOOK SMALL CAPS CUSHING MEDIUM Snuu.i. CAPS

Avant Garde Bold Oblique r,c

Avant Garde Book Condensed LE
Avant Garde Medium Condensed rr. Avant Garde

Bookman Bookman Bold

ITC

Frutiger 56

Cushing Book

ITc

Frutiger 65
Frutiger 66
ITC

Ie

Demibold Condensed
ITC

'fly Book Italic

Bramley Light
TSI
TSI

Avant Garde Bold Condensed

hing Medium
lellltrtrn

Frutiger 75 on
cc

BARCELONA BOOK SMALL CAPS

ITC

Bramley Medium

Candensed Italic

Cushing Medium Italic

Frutiger 76

BARCELONA MEDIUM SMALL CAPS ac

Barcelona Book ITc

Bramley Bold Ts, Bramley Extra Bold Ts,

Brewer Text Light Brewer Text Medium Brewer Text Demibold Brewer Text Bold
71,c61 cScrypi

Cheltenham Book Condensed ,,,

Cheltenham Book Condensed Italic ITc

Cushing Bold
ITc

ITC

Cushing Bold Italic Icc

Future Extra Bold . Fulani Extra Bold Coadoesod .

GALLIARD ROMAN SMALL CAPS ac GALLIARD BOLD SMALL CAPS ac

Barcelona Book ltalic

Barcelona Medium Rc

rtc

Cheltenham Bold Condensed

Cushing Heavy ITC

Cashing Heavy Italic Icc
EDELWEISS SMALL CAPS
ITc

Cheltenham Bold Condensed Italic Icc

Barcelona Medium Italic

Barcelona

ITC

Cheltenham Ultra Condensed New Cheltenham Light

New Cheltenham Light Italic

ITc

Galliard Roman is

Bold

ITC

Cheltenham Ultra Condensed Italic

Edelweiss

Galliard Italic ITc

Galliard Bold ITc

Barcelona Bold Italic ,Tc

Edelweiss Italic
Edelweiss Bold

Barcelona Heavy

ITC ITC

Barcelona Heavy Italic

BASKERLINE SMALL CAPS

Brighton light TSI Brighton Light Italic TSI Brighton Medium TSI

Galliard Bold Italic

Galliard Black ffc

ITC

New Cheltenham Medium

New Cheltenham Medium Italic

Edelweiss Extra Bold

Else Light

Galliard Black Italic ,cc

Baskerline Baskerline Italic

Baskerline Bold

Brighton Bold
Caledo

TS,

New Cheltenham Bold

Else Light Italic ...,

Else
Mk

Gaillard Ultra Sc
Gaillard Ultra Italic Icc
Garamond

CALEDO SMALL CAPS

New Cheltenham Extra Bold Clarendon

Clarendon Semibold
Claro Light Claro Light Italic

Else Italic

Baskerline Bold Italic

NEW BASKERVILLE SMALL CAPS
ITC ITC

Caledo Italic
Caledo Bold

Else Semibold
Else Semibold Italic

Garamond Italic
Garamond Bold

NEW BASKERVILLE SEMIBOLD SMALL CAPS

Caledo Bold Italic

Else Bold
Else Bold Italic

New Baskerville rtc New Baskerville Italic

Cardinal Light
ITC

Clara
Clara Italic

Garamond Bold Italic Garamond Light ITc

Cardinal Light Italic

English

Garamond Light Italic.

The faces featured here represent the typefonts currently available in Alphatype's Digital Font Library. In addition to many fine traditional faces, our library includes a number of Alphatype and Berthold exclusives. Many of the faces are available only from your CRS Type Master, a member of a select group of typographers who use Alphatype digital phototypesetting equipment. For a list of CRS Type Masters, or to request an Alphatype Type Poster, please drop us a note on your letterhead and include your typographer's name.

57

RAISE THOUGHTS TO NEW HEIGHTS?

Garamond Book
ITC

Garamond Book Italic

Garamond Bold ,re

'Cabe! Demibold Mabel Bold ,

Kabel Ultra
Kaidi.iian Bold
KENTUCKIAN SMALL CAPS

Garamond Bold Italic ,,,,

Garamond Ultra ,re

Garamond Ultra Italic Te Garamond Light Condensed iTe Garamond Light Condensed Italic cc Garamond Book Condensed Garamond Book Condensed Italic ITC
Garamond Bold Condensed *mond Ultra Condensed
ITC

Kentuckian Kentuckian Italic Kobel Light Kobel Light Italic Kobel Demibold
Kobel Bold
Korinna
nc

Newtext Demibold ,-Newtext Demibold Italic Novarese Book n Novarese Book Italic cc Novarese Medium n Novarese Medium Italic cc
Novarese Bold cc

Scenario Light Scenario Light Italic Scenario Demibold

Scenario Bold

Uranus Semibold

Uranus Condensed
Uranus Semibold Condensed
USHERWOOD' BOOR SMALL CAPS cc CISHERWOOP" MEDIUM SMALL CAPS cc

Novarese Bold Italic

Novarese Ultra
Tc

Seneca Light HS Seneca cc Seneca Italic Seneca Medium Seneca Bold io

ca

Usherwood'Book ,e Uslierwood'Book Italic CC Ushetwood"Medium I re Usherwood' Medium Italic

Usherwood"Bold ere

Oliver Light TS Oliver Light Italic

Oliver Medium
nc

Seneca Extrabold .
TS

aramond Bold Condensed Italic, tirransolsd Ultra Condensed /talk Glib Light Glib Light Italic Glib Medium Glib Medium Italic
Glib Bold

Korinna Kursiu
Korinna Bold

Oliver Medium Italic

Oliver Bold rs

TS

Serif Gorhic"Light nc Serif Gothic' cc Serif Gothic"Bold nc

Serif Gothic"Extro Bold sre Serif Gothic'Heavy rtc

Usherwood"Bold Italic .Te

Usherwood"Black

Usherwood'Illack Italk

ac

VELJOVIC' BOOK SMALL CAPS ac VELIOVIC'MEDIUM SMALL CAPS

ITC

Korinna Kurslu Bold

Korinna Extra Bold

Oliver Bold italic Oliver Light Condensed TS

Oliver Medium Condensed

Serif GothleT'Illodt

Korinna Kursiv Extra Bold

Korinna Heavy

Korinna Kure& Heavy

Koronna

Glib Bold Italic Glib Extra Bold Glib Ultra Beld

Koronna Bold
LEAWOOD''''BOOK SMALL CAPS ac
LEAWOOD'MEDIUM SMALL CAPS ac

Goudy Old Style Goudy Old Style Italic

Goudy Bold Goudy Extra Bold

Leawood"Book

rtc

Olympus Olympus Italic Olympus Demibold Optima cti Optima Italic Optima Medium H. Optima Medium Italic
Optima Bold
ra

Slenderello Slenderella Refined

Sorbonne .

Veljovic'Book Veljovic'Book Italic

Veljovic" Medium

ccc

VeUovic"Medium Italic
cc

nc

Sorbonne italic

Veljovicr'Bold
NB

Sorbonne Medium Sorbonne Bold

cc

Veljovic' Bold Italic

Veljovic"Black

Rc

Sorbonne Mahn Condensed

Veljovic"Black Italic
Versatile 45
Versatile 46 Versatile 55 Versatile 56

Leawood'. Book Italic cc

Leawood'" Medium rie

Souvenir'" Light Souvenir' Light Italic cc

Souvenir'Medium rtc

Griffo
r4t

Leawood' Medium Italic

Leawood"Bold .

cc

Leawood"Bold Italic Griffo Bo

Grotesque Li Leawood"Black
[IBRettO Ilct ht
ITC

ITC

Packer Text Light Packer Text Light Italic Packer Text Medium Packer Text Medium Italic
Packer Text Bold Packer Text Extra Bold

Souvenir"Medium Italic
Souvenir' Demibold Souvenir' Bold cc
ac

Versatile 65

Souvenir" Demibold Italic Souvenir' Bold Italic cc Souvenir Gothic rs Souvenir Gothic Italic TS
Souvenir Gothic Medium

Versatile 66
Versatile 75

Leawooel Black Italic

LIBMTLCI BOW
TS
TS TS

nc

Grotesque Light Ita

Heldustry
TS

Heldustry Italic

MUM CRYSTAL Ts,

aer/M10...540.1

Patina Patina Italic Patina Semibold

PERCEPTA SMALL CAPS

Versatile 76 Versatile 47 Versatile 48

Versatile 57

Heldustry Medium

Souvenir Gothic Medium

Italic ,o

Versatile 58
Versatile 67

Heldustry Medium Italic

Heldustry Demibold

Lubalin Graph Extra Light n

Lubeilin Graph Extra Light Oblique
Lubalin Graph Book rre

Percepta
Percepta Italic

Souvenir Gothic Demibold

Heldustry Demibold Italic Belserif Light a. Helsent Light Italic

Helserif Regular Helserif Medium

Percepta Bold
ITC

bcrlin Graph Book 0 e ubalin Graph Medi= Cl?",

Percepta Bold Italic

Poppl-Laudatio Light e
Poppl - Laudatio

Lubalin Graph Medium

Lubalin Graph DernibOldttc.

Poppl-Laudatio Italic
Poppl-Laudatio Medium

Lubalin Graph DemiboldAtilique Helvetica Light B Helvetica Light Italic

Helvetica

Souvenir Gothic Demibold Italic Stymie Light Stymie Light Italic Stymie Medium Stymie Medium Italic Stymie Bold Stymie Bold Italic
Stymie Extra Bold

Versatile 68
Versatile 53 Versatile 63 Versatile 73 Versatile 83

Lubalin Graph Bold Luballn Graph Bold Oblique Madison

Poppl-Laudatio Medium Italic

Poppl-Laudatio Bold ca Poppl-Laudatio Bold Italic
cc

Stymie Extra Bold Italie

SYMBOL' BOOK SMALL CAPS cc

Vladimir Vladimir Italic Vladimir Bold Vladimir Bold Italic Vladimir Condensed
Vladimir Bold Condensed
WALBAUM STANDARD SMALL CAPS ee

Helvetica Italic
Helvetica Medium

Madison Italic. Madison Medium

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Martin Gothic Medium

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No. 218 LIGHT SMALL CAPS crc

Horley Bold Horky Bold Italic Independence Independence Italic

Independence Bold Independence Extrabold independence Black

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Quorum" Light cc Quorum"Book

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Typewriter

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alphatype.

WE'RE JUST YOUR TYPE

Alphatype Corporation, a member of the Berthold group, 7711 N. Merrimac Avenue, Niles, IL 60648, 312/965-8800, Alphatype Canada, Inc., a member of the Berthold group, 190 Amber Street, Markham, Ontario L3R 3J8, 416/475-8570.
C Alphatype Corporation 1985 Printed in U. S. A.

58

Always one ahead of the Jump competition.

Connell Typesetting Kansas City, Missouri 816-842-1484 County Photo Compositing Continental Composition Southborough, Massachusetts 617-480-0205 Chicago, Illinois 312-987-1800 co CJ 4 DeLine-O-Type Design Typographers DG&F Typography Columbia, South Carolina Chicago, Illinois Orange, California 803-799-9140 312-329-9200 714-639-2562
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Forstall Typographers Fort Worth Linotyping General Typographers Gorman's Typesetting Granite Graphics Graphic Composition Menasha, Wisconsin New York, N.Y. Bradford, Illinois Washington, D.C. Fort Worth, Texas New Orleans, Louisiana 414-739-3152 212-772-0364 309-8974051 202-546-1400 817-3324070 504-524-0822 Rutherford, N.J. 201438-7398
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Monotype Composition

Boston, Massachusetts 617-269-4188

Pearson Typographers Phil's Photo Omnicomp Moment Typographers Newark Trade Washington, D. C. Chicago, Illinois San Francisco, California Typographers Phoenix, Arizona 202-293-2214 312-449-5200 415-398-3377 Orange, New Jersey 602-258-5741 201-674-3727

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Southwestern Typographies Dallas, Texas 214-748-0661

Shore Typographers Skil-Set Typographers sharpgraphics Ruttle Shaw & Wetherill Los Angeles, California Chicago, Illinois Fort Washington, Pennsylvania Kansas City, Missouri 213-749-8066 312-5884383 816-931-1683 215-628-4620
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Spectrum Composition New York, New York 212-391-3940

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21 _,Sckr, -)1_____)-) / P\ Typographical Service Typographic Service Typesetting Service Total Typography Trade Typographers Typesetting Service Providence, Rhode Island Fort Lauderdale, Florida Los Angeles, California Cleveland, Ohio Washington, D.C. Chicago, Illinois 213-749-8383 305-7724710 401-421-2264 216-241-2647 202-667-3420 312421-4313

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For more information and a complete listing of all the characters in TIA contact Typographers International Association, 2262 Hall Place NW Washington, DC 20007 (202) 965-3400.

59
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Alphabet Shop Atlanta, Georgia 404-892-6500

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..) ......)--,.........$ Andresen Typographics Andresen Typographies Andresen Tucson Type Arrow Typographers Better Graphics Los Angeles, California Orange County, California Tucson, Arizona Newark, New Jersey Crystal Lake, Illinois 6th Street 213-384-2525 714-540-7144 201-622-0111 815455-3830 602-623-5435 Melrose Ave. 2134644121 I( N \ I i hli \ c /- 00 C Q r tg, \ I .. ci" G.0
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Bold Faces Central Graphics Santa Monica, California San Diego, California 213-393-0069 619-234-6633

Chiles & Chiles Dallas, Texas 214-6904606

Cliff Typographers Communication Arts Los Angeles, California Birmingham, Alabama 205-251-6642 2134874452 0YrIl

Composition Systems Falls Church, Virginia 703-237-1700

ter 2s)-Dwight Yaeger Typographer Columbus, Ohio 614-294-6326

Eastern Typesetting E B Typecrafters Hartford, Connecticut Denver, Colorado 203-528-9631 303-294-9240

Elizabeth Typesetting Kenilworth, New Jersey 201-241-6161

etCETERA Estelle Bair Composition Typography Blue Bell, Pennsylvania 215-542-7790 Orlando, Florida ( NN 305-841-0384

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Great Faces Harlowe Typography Head Composition House of Typography Mercury Typography Mono Typesetting Minneapolis, Minnesota Cottage City, Maryland Baltimore, Maryland Memphis, Tennessee San Francisco, California Bloomfield, Connecticut 612-339-2933 301-7440415 301-277-8311 203-242-3006 901-726-6961 415-864-1338

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Phototype House Los Angeles, California 213-933-9124 PolaGraphics Porter Graphics Vancouver, B.C. Santa Ana, California 604-685-6592 714-558-1947 Queen City Typographics Cincinnati 513-621-4480 Louisville 502-589-1851 Rapid Typographers Rochester San Francisco, California Mono/Headliners 415-982-6071 Rochester, New York 716-546-1690

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100 \ The Type Gallery The Type House + Duragraph Minneapolis, Minnesota Seattle, Washington 612-588-7511 206-285-6333

Stamford Typesetting Techni Process Limited The Firm of The TypeCasters Toronto, Ontario Christopher Wren Evanston, Illinois Stamford, Connecticut 203-327-1441 416-363-2493 Costa Mesa, California 312-328-2211 714-540-0801

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Typography Plus Dallas, Texas 214-630-2800 Typotronics St. Louis, Missouri 314-647-8880 U. S. Lithograph Inc. New York, New York 212-673-3210

1 ''' -<) Weimer Typesetting Woodland Graphics Wrightson Typographers Indianapolis, Indiana Bedford, Massachusetts Watertown, Massachusetts 617-926-9600 617-275-1600 317-635-4487

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Typographers International Association.

We set the standards.

60

What doyou get when you cross a Scitex with a Macintosh?

As computer technology develops, the choices available to users become more diverse. If you work in visual communications, the range of choice extends from powerful production tools to easy-to-use personal computers. Qolor combines the best features of both. The system was developed by a group of graphic designers, photographers, and engineers who believe that sophistication and simplicity aren't mutually exclusive. Qolor is powerful: with it, you can produce hundreds of full-color originals every working day. And simple: it's more like using a pencil than a computer. That's because Qolor isn't a computer it's a tool for making design decisions. By accelerating various stages of the design process, Qolor lets you speed up turnaround time, save on production costs, and improve the quality of your work.
Scitex is a trademark of Scitex Corporation Ltd. Macintosh is a trademark of Apple Computer, Inc. Qolor and lightspeed are trademarks of SimX, Inc.

61

Qolor is a full-color media and design system which combines traditional graphic and photographic techniques with the latest in digital technology. With Qolor, you make photographs using an electronic camera and see them instantly on a color monitor. Then you can paint, add type, superimpose, airbrush, produce business graphics, or combine these and many other menu items. All of Qolor's features are easy to locate and use. When you're done, you can produce output in 35mm, 4 x 5, or 8 x 10 slides, negatives, or prints. You can also make instant slides, prints, or paper proofs, as well as NTSC or PAL videotapes and discs.

Find out more about Qolor. Get the best of both worlds.

SimX, Inc. 303 Congress Street Boston, Massachusetts 02110 USA Phone: (1) 617-338-2173 Telefax: (1) 617-338-1948

and design system.

Copyright 1985 SimX, Inc.

lightspeed media

he

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Typefaces from the Mergenthaler Type Library

Typefaces from the Mergenthaler Type Library

LLIED Linotype

L LIED A

Linotype

No matter how you look at it ...the best digital type specimen book in the business!
E

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The Mergenthaler Type Library Digital Typeface Directory
Containing three-line showings of over fourteen hundred twenty-five of the most popular Latin (roman) typefaces in our digital type library. Including all ITC text faces and the best faces from the world's best type designers. From Mergenthaler, Linotype, Stempel, Haas, Berthold, Churchward, Tetterode, Ludwig and Mayer, Monotype, Nebiolo, Neufville, Marcel Olive, Stephenson Blake, Typoart, VGC, Johannes Wagner, ATF, Simoncini, Letraset, Gunter Jantsch, Renault, TypeSpectra, Alphabet Innovations, Norton and many others. Plus over sixty-five "pi" font showings, including swash characters, alternate characters, math, chemical, music, market, and logotype fonts. Plus an availability listing of over nineteen hundred fonts by machine and artwork design from the world's most popular type library.
Plus copyfitting charts based on alphabet lengths showing characters per pica from 1 pica to 36 picas.

Available in two binder formats: Wire() TM bound with a 100 lb. chrome-cote cover, or in a handsome vinyl multi-ring binder. An update service is included for each vinyl multi-ring directory purchased, to provide you with showings of all faces added to our Digital Type Library since the directory was printed. The Mergenthaler Type Library Digital Typeface Directory, an invaluable tool for working reference in your shop, Sales Representatives, and your customers.

I dp s wi ap u o)j op ueD

E- oN p u ow eJED

Mergenthaler TYP. Library

Digital Typeface Directory

To order your copies call your Type Specialist at (800) 645-5764

in New York

'1I 11MIN
41110 1P1.111(

(800) 832-5288

117,
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Linotype Company
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63
QUADRIGA-ANTIQUA

Berthold Exclusive Typefaces

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Berthold's quick bri ht u,adriga jum s over the laz og

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erthold Exclusive Typefaces are a range of designs for photosetting which you will find nowhere else. Our unique program now comprises 25 type families with a total of 125 fonts, and Quadriga Antigua is among them. A free specimen is as near as your nearest mailbox. Name . Address ..

Please write to: Berthold AG, Teltowkanalstrage 1-4, D-1000 Berlin 46, West Germany Or from overseas to: Alphatype Corporation, -A member of the Berthold group 7711 N. Merrimac Avenue, Niles, Illinois 60648

From Berthold Only.

64

additional excellence in the Mergenthaler Type Library

Janson Text
Janson Text 55 Roman

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Janson Text 56 Italic

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Janson Text 75 Bold Roman

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Janson Text 95 Black Roman

The Janson Text series is the culmination of a two-year research and design project at D. Stempel A.G. in Frankfurt. The project has been supervised by Professor Horst Heiderhoff with the consultation of Adrian Frutiger, designer of Univers, Frutiger and many other faces. The Janson Text series design is based on the original Stempel 14 point hand-cast types of 1919 after the designs of Nicholas Kis, circa 1690. The 55, 56, 95, and 96 weights have been hand drawn. The 75 and 76 weights have been created with the aid of computer interpolation. The 76 italic weight, not completed in time to be shown in this issue, will be available in August, '85 with the rest of the series. The Janson Text series is an exceptional interpretation of the Janson types. It is destined to be a popular choice for typographers and is a welcome addition to the Mergenthaler Type Library.

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Janson Text 96 Black Italic

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Talk to one of our Type Specialists about Janson Text or any of the more than fifteen hundred faces in the Mergenthaler Type Library. call toll-free 800-645-5764 in New York 800-832-5288

ALLIED

Linotype Company

65

In a visual business, having better visuals means

New from Letrasetm! Letrachromem color images.

Your ideas need to be shown clearly and effectively or you risk confusing or even losing your audience. That's why you should use this remarkable new product from Letraset Letrachrome color images in PANTONE1 Colors. These images showcase your work clearly and very persuasively at every stage of the job. process. The final image is colorful, accurate, durable and convincing.

Call 1-800-223-0507 Ext. 140 In NJ 1-800-223-0509 Ext. 140

Now let us convince you. Call me, Susan James, on our TOLL FREE line. I'll send you information or put you in touch with an Authorized Distributor or Service Center right away. You'll get results so fast, the ink on your rubber stamp won't have time to dry.
tm

Letraset, P.O. Box 5033, Clifton, NJ 07015 Tell me more about Letrachrome color images for: K Making Prints In-House K Having Prints Made K Both

Name Company Title Street City Telephone U1c085 State Zip

A revolution in color!
A Letrachrome color image is a superbly realistic imitation of the final printed piece. Created from black and white artwork, you can simulate any of 488 PANTONE Colors. With separations, it can even be done in 4-color

LETRACHROME
color images...the image of success

*Pantone, Inc 's check-standard trademark for color fa ESSELTE reproduction and color reproduction materials. Letraset USA. 1985

66

WE LOVIADVERTISING AS MUCH ASYOU DO.

Let us count the ways. Working far into the night for the 9 o'clock meeting that the dient forgets to show up for. Having the creative director reject a campaign because the I Ching sticks advised against it. Hearing that the account guy took a two-part storyboard to the client and sold it as a :20 and :10. (All stories are actually true.) That's advertising and we under-

stand that. We are the Advertising Typographers Association. The ATA, for short. And not only are our members used to dealing with the "I've got to have it now and make sure it looks great" demands of the industry, but they don't even mind. Plus, all ATA members must pass an exceptionally tough set of standards that include typesetting technology, quality of work and business ethics.

So the next time you have an incredibly tough type problem, call a local ATA member and let him have it. It will make you feel better.

ADVERTISING TYPOGRAPHERS ASSOCIATION

Stockton, New Jersey 08559. Walter A. Dew, Jr., Executive Secretary

Atlanta, Georgia Action Graphics, Inc. Bloomfield, Connecticut New England Typographic Service, Inc. Boston, Massachusetts Berkeley Typographers, Inc.; Composing Room of New England; Typographic House, Inc. Cedar Rapids, Iowa Type 2, Inc. Chicago, Illinois J.M. Bundscho, Inc.; RyderTypes, Inc. Total Typography, Inc. Cincinnati, Ohio Typo-Set, Inc. Cleveland, Ohio Bohme & Blinkmann, Inc. Columbia, South Carolina DG&F Typography Dallas, Texas Jaggars-Chiles-Stovall, Inc. Southwestern Typographics, Inc.; Typography Plus, Inc. Detroit, Michigan The Thos. P. Henry Company; Willens+ Michigan Corp. Fort Worth, Texas Fort Worth Linotyping Co. Grand Indiana Rapids, Michigan Acraforms, Inc. Houston, Texas Typografiks, Inc. Indianapolis, Typoservice Corporation Kansas City, Missouri Uppercase, Inc. Los Angeles, California Andresen Typographics;'Typographic Service Co., Inc. Memphis, Tennessee Graphic Arts, Inc. Miami, Florida Wrightson Typographics, Inc. Minneapolis, Minnesota Headliners of the Twin Cities/Graph-Tronics Inc.; Type House + Duragraph, Inc. Mission, Kansas. The Pica Place Newark, New Jersey Arrow

Typographers, Inc. New Orleans, Louisiana Film-A-Graphics New York, New York Advertising Agencies/Headliners; Royal Composing Room, Inc. Philadelphia, Pennsylvania Armstrong, Inc. Phoenix, Arizona Morneau Typographers, Inc. Pittsburgh, Pennsylvania Davis & Warde, Inc.; Headliners of Pittsburgh, Inc. Portland, Oregon Paul 0. Giesey/Adcrafters, Inc. Rochester, New York Rochester Mono/Headliners San Francisco, California Mercury Typography, Inc. Seattle, Washington Thomas & Kennedy; Typographers, Inc.; The Type Gallery, Inc. St. Joseph, Michigan Type House, Inc. St. Louis, Missouri Master Typographers, Inc. Montreal, Canada McLean Brothers, Ltd. Toronto, Canada Cooper & Beatty, Ltd. Winnipeg, Canada B/W Type Service, Ltd. Amsterdam, Netherlands Ploeger Lettering BV Brisbane, Australia Savage & Co. Paris, France Societe De Creations Graphiques Gothenburg, Sweden Fototext/Typografen AB Stockholm, Sweden Typografen AB Zurich, Switzerland Typopress AG Bremen, West Germany Headline Fotosatz Frankfurt, West Germany Typo-Gartner GmbH Stuttgart, West Germany Layout-Setzerei Stulle GmbH

67

VGC'S TOTAL CAMERA II. IT MAKES GREAT STATS IN ROOM LIGHT. BUT THAT'S ONLY THE BEGINNING.

It makes 65, 85, and 100 line screen halftones.

It makes mezzotints and 28 other line conversions.

It makes film positives for overheads or screen printing.

It makes film negatives for a variety of uses.

It makes one-step reverses of line copy.

It makes one-step dropouts of tone copy.

It makes full color prints and transparencies.

It enlarges from slides.

It processes RC phototypesetting paper and film.

It makes Silver Master photo-direct offset plates.

It copies transparent originals.

It copies pages from thick books.

It takes pictures of 3-D objects.

It modifies the height, width and slant of typography.

It creates artwork borders, inlines, chokes, spreads.

CALL US TOLL-FREE

1-800-327-1813
IN CANADA (416) 533-2305.
It makes posterizations using 3M Color Key. It makes press down lettering using 3M Image N' Transfer. It creates zooms and other special effects.

modular components as you need them.

Total Camera II is more than a precision stat camera. It's a whole arsenal of graphic capabilities. Capabilities that you can use for an endless variety of purposes: layouts, paste-ups, offset or screen printing, designs, presentations, storyboards, proposals, dummies, displays, audiovisuals, and more. You can start with the basic black & white unit, which has an automatic processor/ dryer, halogen quartz lighting: autofocus that is microprocessor-controlled, and an automatic exposure computer with six-channel programmable memory. Then move up to ten other remarkable capabilities by adding convenient plug-in

viP
Name Title Organization Address City/State/Zip Phone

VISUAL GRAPHICS CORPORATION

VGC Park, 5701 N.W. 94th Ave., Tamarac, FL 33321

Please tell me more about the versatile Total Camera II.

The basic camera enlarges to 200%, reduces to 50%, features simple operation in regular room light, and makes one-step reproductions as large as 12" x 18" in just minutes. Visual Graphics' Total Camera II. If you're involved in any kind of graphics production, you ought to have at least one. Call toll-free or mail coupon for complete information.

U&Ic 8/85

416

CG

CG COLLAGE-ITALICBOLD BOLD ITALICBLACKBLACK ITALIC

EAVVO BOOK4300K ITALIC4MEDIUM 4 MEDIUM ITALIC4BOLD4BOLD ITALIC4BLACIOBLACK ITALIC

we realize that you require a wide variety of typefaces for diverse applications. And that's why we are so completely committed to our type development program. We will continue to provide you with brand new designs, as well as frequently specified faces such as these recent releases. For more information on CG Collage, ITC Leawood, ITC Mixage, CG Nashville or our comprehensive library of over 1500 typefaces, simply contact your local Compugraphic type supplier or write to us at the address below
AT COMPUGRAPHIC CORPORATION

LIGHT -o-LIGHT ITALIC4MEDIUWMEDIUM ITALIC -o- BOLDBOLD ITALIC4EXTRA BOLDEXTRA BOLD ITALIC MEDIUM CONDENSED .<>- BOLD CONDENSED4EXTRA BOLD CONDENSED

e NCIS1111 11 le
ITC

BOOK-o- BOOK ITALIC4MEDIUWMEDIUM ITALIC BOLD4BOLD ITALIC4BLACKBLACK ITALIC

compugraphic
Compugraphic Corporation, Type Division 66 Concord Street, Wilmington, MA 01887
ITC LEAWOOD AND ITC MIXAGE ARE TRADEMARKS OF THE INTERNATIONAL TYPEFACE CORPORATION. TEXT TYPESET IN ITC LEAWOOD BOOK.

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ype y a majOr roe your campaign, you need more than simple legibility. The right style can enhance the positioning of your product or service. That's why Letraset offers so many choices in all the type categories. In scripts alone, there are over 30 faces to choose from. traset believes in designing solutions to your typeface pro s, iems. On average, we introduce more original typefaces per year than just about anybody else. The next time you need to solve a type problem, look to Letraset Instant Lettering for the answer.

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Graphic accents are all available on Instant Lettering sheets.

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70

Monotype Typography Typographical and Technological Leaders since 1897

Monotype introduced the first typesetter in 1897 with advanced technology. Today we lead the graphic arts with the advanced technology of Lasercomp.
"..13'1. MOnolype Monotype Monotype =V7 ,, pnraPhY typography typography

Monotype

Monotype

typography

typography

Monotype Typography for Newspapers

We have supported the newspaper industry since 193 3. Monotype now leads with NIMROD, the typeface developed specifically as digital type for modern newspaper print technology.

Monotype

Monotype

Monotype Monotype
Monotype Monotype

Monotype

typography
typography typography

typography typography

typography

typography

Monotype Typography for Books and Magazines

Our high reputation has been built on the long-standing mastery of typographic excellence.

Monotype typography

Monotype typography

Monotype Typography for Business Equipment

Our skillfully modified low resolution output enhances computer and electronic media in today's competitive business machine market.

Monotype Typography for Language Setting

We pioneered typesetting in non-Latin alphabets, helping to spread literacy in cultures outside the Western World.

ewriter & American Type-writer & Amerir erican Typewriter & American Typewriter & American e Gothic & Avant Garde Gothic & A Gar Avant Avant Garde Gothic & Ashley Script & American Typewriter & Apollo & Apollo Apollo & Garde Gothic & Avant Garde Avant Avant Garde Gothic Gothic & Garde Avant Avant Garde Gothic & Avant Garde gothic & ervi de Gothic & Avant Garde Gothic Avant Garde Gothic & Avant G Avant Garde Gothic & Gothic& Garde Gothic & Avant Garde Ben Bembo& BP mbo & Baskervi le & Baskerville & Baskerville & askerville & Baskerville & Baskerville &Bell Got is & Bell Gothic & Gothic &B nguiat Got engulat Benguiat&Benguia Benguiat & Benguiat & cenguiat & Benguiat& enguiat& Bembo a Bembo & p Bodoni & Bo okman &B oni & guiat Gothic &Ben. uiat Gothic & Blado& Bodoni & Bodoni& Bodoni & Benguiat Gothic & Sad Saes & C iledonia & an& Bookma & Book n on & Bookman &B nokman& Bookman & Bookman & Bookman Cand da & Cent & Candi Candida & Caledoni & Caledo & Caledonia & Cale nia &Calvert & Calvert & Candida & Candid choolbook Century oolbook & Century Century Century t. Ce. tury & Century & century Schoolbook & Century Schoolbook rendon&( Clarion & crion & Cl tury Schoolboo & Century Schoolbook& Century Sch olbook Century .choolbook Clearface Clearface Gothic Cle rfa e & ce & Clearf Clarendon &Clearfa e& earface&Clearface Clearface& Clearface &Clearface & Jenne 'F' &Egyp tienne 'F' 'F' E enne S pl & Egyptian & Egyptienne 'F' &Egypt Clearfac Gothic & k..00p r Black & Eurc s& Eras & Eras & Er & & Era English & ras &Era Egyptie ne'F' & hrhard & Ehrhardt & Ehrha t & Ehrhardt &Ettgrams &Excelsior &Ex _elsior & Excelsior & Falstaff & F 'nice & nice &FI nice & Fenice & Fe ice &Penh osti Eurosl nklin Gotl Fenice & 'enice & Fenice ', Figaro & Folio & Folio ' Folio &Ferte & Fournier & Fournier & Lranklin eiothic & ranklin Gothic & Fr. )und Face othk & French H anklin this &F Franklin Gothic & Franklin othic &F anklin G thic & Franklin Got IC & Franklin G Garamond & ramond &( id & &Garamo Gara mon Garamond & Futura & French R und Face Futura rutura & Futura & Futu & Futura Style & ld Gloucester S' A NS' & & Gill S ns & &Gill Sans & Gill SanGill Sans, Gill Sans &Gill Sans Gill Sans & Gill Sans & Gill Sans Goudy Old Style &Goudy& t &Goudy Modern 8 @cub 1r Goudy oudy Modern & Gloucestt r & Glo cester & oucester & Gloucester & &Hel Goudy 01 d Style & G rotesq ue & otesq ue & Grotesque Grotesque & Grotesque & rotesque a Grotesq ie &Grotesque &He dline Helvetic Ivetica &Helvetica H Helvetica & vetica el Helvetica & Helvetica & Helvetica &Helvetic- & Helvetica elvetica & Helvetica & 61wedas & 1 Helvetic &Helveti a & Helvetica Helvetica & H IvetiCa & Helvetica &Heilif tica &hit tica & Helvetica & Helvetica Invent & &J talia & Ital &Isbell &Isbell &Isbel' Isbell & Ionic Sr Imprint Ionic nt & & &Impr. 411MyoU & lcone lcone & Impri t & Imprint & Korinr Korinna & Korin g & to Kla ld Style & Italian Style Old Italian & Old Styl Italia & It Ha &Italia: & Italian Old S le & Italian d Script &Mercurius Bo for &Me Meli r &Melior Lightline Got is & & arinna Korinna . 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AMonotype
'Monotype s, 'Lasercomp' and 'Nimrod' are registered trademarks of the Monotype Corporation Ltd

ENGLAND

Monotype Typography

A division of
The Monotype Corporation Limited Salfords, Redhill RH I 5JP Telephone 0737-65959 Telex 917125

FRANCE Societe Anonyme Monotype 127, Avenue de la Republique 92129 Montrouge Telephone 1-6541054 Telex 270516

GERMANY Monotype GmbH Postfach 60 05 80 Arnsburger Strasse 68-70 6000 Frankfurt 60 Telephone 069-490016 Telex 412687

USA Monotype, Inc. 509 W. Golf Road Arlington Heights Illinois 60005 Telephone (312) 593-5262 Telex 206583

Worldwide subsidiaries and agents in all major countries

1984 Ti. Monotype Corporation lad

71

SUBJECT CATEGORIES
ADVERTISING AGRICULTURE ALPHABETS ANIMALS ANNOUNCEMENTS ARROWS ASTROLOGY AUTOMOBILES AVIATION BODIES AND FACES BORDERS CARTOONS CHILDREN CLOTHING CONTAINERS COUNTRIES COUPONS CRIME

Announcing creativ colkctkm

The Clip Art Service you don't have to wait for . . . you get almost 10,000 illustrations right away
Just Published ! The world's finest clip art collection six volumes almost 10,000 copyright-free subjects on 1,000 pages ready to use. Save time and cost creating ads, brochures, advertising, TV commercials . . . all kinds of visuals.. . be the first to get the all-new creativ collection at special introductory discount price only available from PRINT . . . and become a charter subscriber to the creativ collection supplement. Constantly used by artists, graphic designers, publishers, advertising agencies, commercial art studios, printers, corporate art departments, in-house communication departments and many others. You are FREE to reproduce any of the 10,000 illustrations in any way you want A thousand pages thousands of illustrations. Use them as a source of information or inspiration to fire your own imagination. No need to hunt in libraries or picture archives. For a few cents you get the picture and full reproduction rights. Copy them . . . duplicate them . . . rework them . . . cut them . . . stat them . . . flop them . . . enlarge them . . . color them . . . all without permission, royalty payment or acknowledgement of any kind.
The best international clip art collection PRINT has been searching all over the world for a comprehensive clip art collection to introduce in the USA. We finally found it in Europe. This all-new edition of creativ collection is completely updated. The subjects are arranged according to an international system with cross references in English.This makes it easy for you to locate the designs you are looking for. Six Great Volumes, almost 10,000 illustrations on 1,000 pages creativ collection offers an incredible wealth of illustrations and ideas with styles from realistic to decorative to cartoon. Printed on heavy coated paper for best reproduction. Arranged with dividers and an extensive index. Six hardworking, durable bindings, easy to use.They are designed to stand up to constant opening and closing. The special made reinforced U-rings hold pages without tearing or stressing the holes. It lies flat for easy tracing and photography. The quick release mechanism makes individual pages instantly available for removal and accurate replacement. Arranged in 54 sections easy to locate the designs you need You will quickly find what you are looking for: from thimble to Roman helmet, from fly to bat, from propeller to anvil, from the Leaning Tower of Pisa to skyscraper, from vignette to ready made ad border and frame ... it only takes a minute to find an illustration. Effective brainstorming that frees your imagination Just browsing through creativ collection will get you started on a string of ideas. The abundant picture sequences stimulate your thinking and imagination and brings forth all kinds of images. It's like having your own brainstorming session. The resultstartling ideas are born. And you don't have to wait for an illustration, creativ collection provides you instantly with an image allowing you to transfer your idea into concrete design. Pays for itself right away Even if you only use a few illustrations or designs, creativ collection will soon be paid for. And with an almost endless supply of illustrations and designs you will make more use of it. No other tool in your studio is so profitable. You will have no risk investing in this visual encyclopedia. Limited Edition to give you exclusivity The very small number of copies which will be made available in the USA almost guarantees you will be one of the few in your area having this material. Use it creatively, rework it, cut it, flop it, juxtapose it and you will create a completely new design not recognizable from the original. This minimizes the overlap of usage with other studios in your area.

DECORATIVE BORDERS DIAGRAMS DRINKS ENERGY EYES FAMILY FLAGS FLOWERS FOOD FURNITURE GAMES GASTRONOMY HANDS HATS HEADS HERALDRY HOLIDAYS INDUSTRIES INTERIOR DECORATION JOBS KEYS LEISURE MACHINES MEDICINE MONEY MUSICAL INSTRUMENTS MYTHOLOGY OCCUPATIONS OPTICAL ILLUSIONS ORNAMENTS PLANTS RAILWAYS SAVING SHIPS SHOPPING SPACE TRAVEL SPORTS SYMBOLS TELEPHONES TOOLS TOYS TRANSPORTATION TREES TRAVELING TRUCKS UTENSILS VEHICLES VIGNETTES WATCHES WEAPONS WATER AND MUCH MORE

Every two months creativ collection the unsurpassed Studio Encyclopediais updated. Subscribe now and you will receive 20 pages with over 100 illustrations. Each page is devoted to one subject and fits easily into the binding. It will make your creativ collection up-to-date, bring you new stimulation and new suggestions for better design. All this at a very moderate cost.

Here's how you can make (Tea* collection stay current

Show
The latest fashion by Zebraline

Here's what you can do with the illustrations . . . endless solutions, endless uses of each design and illustration. These examples show three specific design variations created with one subject. Prove to yourself how you can use each illustration differently how each of your ideas can be individualized even when using the same illustration. The combinations you can make are endless, only your imagination limits you. With creativ collection in your studio you can produce unlimited number of designs quickly and at great cost savings.

This is the original black Part of the illustration en- The complete illustration has A section of the illustration and white illustration of larged, flopped and cropped been used with a sun in the has been enlarged, cropped Zebras in creativ collection. for a poster background and a landscape and framed for a catalog of for a travel brochure. sport clothes.
K Enclosed is my check PRINT pays handling and ship- I ping cost. (Maryland residents add 5% state sales tax. Canadian residents add I 30% for currency exchange.) K Enclosed is my company's purchase order. Please bill (plus postage and handling). K Charge my' credit card plus postage and handling. K American Express K Visa K MasterCard Credit Card Number Expiration date Signature Name Title Company Address City State Zip Phone (
Month Year All credit card orders must be signed

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Mail to: PRINT BOOK STORE, 6400 Goldsboro Road, Bethesda, MD 20817 K YES, I want to have creativ collection on my team. Send me the six volume set with 1,000 pages and almost 10,000 copyright-free illustrations and designs at the special price of $449.00 (List price $500.00) only available from PRINT. Cut your studio cost by cutting the time it takes to create a design! Order NOW almost 10,000 ideas, inspirations and ready-made copyright-free illustrations. Also send me a free set of the first 20-page supplement with over 100 illustrations. I understand if I like it I can enter my subscription for one year (six additional issues) at the special price of $124.75 (List price $149.70).

72

ILLUSTRATION BOARD

MOUNTING BOARD

BRISTOL BOARD

MAT BOARD

POSTER BOARD

FOAM CENTER BOARD

WATER COLOR BOARD

YoLr CR SC NT Co ectm

Pay Vore Best s ess

Send for FR Ei Information Guide and Sam oler

0.4e44ej
A

Crescent Cardboard Company P.O. Box XD, 100 W Willow Road

Wheeling, Illinois 60090

INTRODUCTORY SALE! $0.75 'CLIP BOOK' ONLY

We've been running full pages in U&lc from the very beginning. Along about now, you may be wondering"what the heck is a Clip Book?' Now, we have the complete answer for youfor only two bucks! And it costs us that much for handling and first class postage. But you get an actual 5x8 "Clip Book"regularly $6.75, for only $2. And it will be a book of your choice in the category you need and use most often. You'll pick and choose from 60 different and most-used collections of art, each covering a different categoryFood, Medicine, Sports, Money, etc. Check the complete list of all 60and take your choice. We'll enclose illustrated literature on 180 different 5x8 "Clip Books" which you may order for as little as $4.50 each. As well as data on our monthly subscription service which keeps a flow of fresh art always at your fingertips. But you are under no obligation whatever. And, regrettably for both of us, your $2.00 may be the very last buck we ever see from you. But, best of all, if you decide to order a few books, your $2 will be fully credited against your first order. You've really nothing to lose but a look! So, please feast your eyes on these 60 different illustration categories, one of which has to be right up your alley: Ad Animals, Announcers, Autos, Autumn, Borders, Christmas, Circus/Fair, Couples, Crowds, Design Devices, Do-It-Yourself, Drop-Ins, Education, Energy, Entertainment, Executives, Expressions, Family, Farm, Fitness, Food/Menu. Gimmicks, Graphic Arts, Hobbies, Holidays (Either Jan.-April or May-Sept.), Homes, Homemaker, Human Relations, Impact, Industry, Insurance, Law & Order, Little Gal, Little Guy, Mail, Marine, Media, Medicine, Money, Office, Outdoors. Pointers, Religion, Safety, Sales, Science, Sr. Citizens, Service, Sports (Either Fall/Winter or Spring/Summer), Spring, Summer, Teens, Telephones, Time, Transportation, Wedding, Western, Winter, Yesterday.
Order now! Please enclose $2.00 in currency or check.

365 COMPLETE BORDERS 72 LOOSE-LEAF PAGES

$49.95
Back again! The third generation of the greatest border collection of all time. First printing was 36 pages (8 1/2 x1 1) impeccabSPRIN SPRING G ly lithographed on one side of "Kromekote" reproduction stock. It sold out. We added 12 pages of contemporary borders to the original 36 in the second printing. Now we've added 24 pages of today's borders to bring the forthcoming third printing to 72 pages! Each border is complete, finished and ready to useno mitering to do unless you wish to change proportion. All borders are hand-drawn or photo composed. No ordinary metal rules. Ten pages with more than SPORTS ILLUSTRATIONS 50 ornate certificatesuse just one and 126 SPRING & SUMMER you've paid for the entire book. Art deco, art nouveau, classic, geometric. Seasonal, holiday, thrift. Ovals, circles, squares, recJust out! Superb collection of 126 ready-toprint art proofs covering all spring and summer tangles. Frames, boxes, cartouches, cousports. Everything you'll ever need from pons. I ndexes show all borders in miniature.
CLIP ART COLLECT:ON ILLUSTRATIONS

$1,11011111R

ARCHER ., AUTO RACWI 04.SLYLL BIKE PACO. COMEITIOCRRWWEIMOEOCESTRIENMESFISICRO POURNATMOLWINWMARRESSRACINWRORSIWWW0 J000010. umx LEACWE WRATH...TO-CROAK RAC IOW, PAAAC RUTINORAill 1401111ORKRLIN4 IIIOCCERbrIVALLWWWWWSTAKAWROTANNIS TRACK A AWED TOLL LLLLLL WATER KIINO

CAMERA-READY DESIGNS
ILLUSTRATIONS C CARTOONS

1St ILLUSTRATIONS
WINE STONAA0 CHM C8016/14 3:FACT FOOO DINING AT NOW FAMILIES AT TABLES PEOPLE PATINE. MIXING COOKS COOKING KITCHENS BARAEMS

CANIERAREADY ART '

Volk aualTy PoelO ou gimp,

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.

<LT: r:31 ' fITS . trIZI . PrZal COVERS FPO ITEMS TMILEIVAILE WAN FICHE

1001 GREAT GRAPHICS ART PROOFS - 90 EACH

148 DIFFERENT FOOD & MENU ILLUSTRATIONS

The latest book in this continuing monthly series and a bonanza for anyone who works with food illustrations. Covers every aspect of food shopping, preparation, serving and dining. Best of all, each illustration was created expressly for Volk with its inimitable air of professionalism. All camera ready for a simple line negative. No hard-to-handle halftones. Enlarge or reduce or add color if you wish. These 148 different illustrations, design pieces and cartoons are an unbelievable value at only $16.50. Use just one art proof and you've paid for the entire collection. Razor-sharp reproductions on cast-coated "Kromekote" reproduction stock; 16 one-sided 81/2x11 pages with durable cover. Every phase of food: dining out with groups at tables, maitre d', hostesses, waiters, waitresses, wine steward, chefs, cooking, fast food. Dining at home with families at tables, people eating, drinking, cooks, cooking, kitchens, barbecues. Supermarkets, shelves, shoppers, carts, cashiers, delivery boy. Menu covers, food items, tableware, raiding refrigerator.

$89.95
It's the biggest "Clip Book" we've ever done with a total of 180 one-sided pages and 1001 incredible black-and-white line illustrations, especially lettered headlines! Designed especially for the busy ad shop with classifications ranging from "Announcing" to "Zanies,"but it's a windfall for everyone in advertising, publishing and printing. The pages are 81/2 x11 inches with the 180 onesided pages printed with our usual care on glossy "Kromekote" reproduction stock. Punched for the sturdy, three-ring binder with pages easily removed for the camera. Fully indexed so that you can locate what you need in an instant. An amazing collection of the very best illustrations from recent books plus hundreds and hundreds of brand new pieces. Occupations, seasonal, education, transportation, tourism, food, menu, animals, mascots, sports, drop-ins, borders, etc., etc. All top quality Volk Art the
choice of professionals for over 32 years.

$16.50

$16.50

Handsomely packaged in a durable loose-leaf binder, it's a great bargain at only $89.95.

archery to water skiing all rendered in the inimitable Volk manner. No old "public domain" junk all art created expressly for Volk. Choice of professionals for 32 years! Best of all, it's available now at leading art supply stores. Don't let the big bargain fool you this is top quality art, mostly handsome black-and-white line illustrations. Plus some great cartoons and design pieces. All impeccably lithoghraphed on cast-coated "Kromekote" reproduction stock. The 126 illustrations fill the 16 one-side 81/2 x 11 pages. Durable cover. Everything you'll ever need: Archery, Auto Racing, Baseball, Bike Racing, Canoeing, Crew, Diving, Equestriennes, Fishing, Golf, Hang Gliding, Harness Racing, Horse Racing, Jogging, Little League, Marathon, Moto-Cross Racing, Parachuting, Rafting, Snorkeling, Soccer, Softball, Surfing, Swimming, Tennis, Track & Field, Volleyball, Water Skiing.

Order now and save $10.00!

CLIP & MAIL YOUR ORDER TODAY!

VOLK CLIP ART, INC., BOX 72L PLEASANTVILLE, NEW JERSEY 08232 Please rush us the "Clip Books" checked below. Our covering purchase order is enclosed. Charge to our active, established account and invoice us at rates below plus UPS shipping charges. K Our check is enclosedyou absorb all shipping charges. (Outside USA: payment in
US funds, with order. In N.J., include 6% sales tax.)

SAVE $100! FINAL CLOSEOUT 48-BOOK LIBRARIES 79.951795%

Spectacular savings on one of the greatest years (1 979) we've ever put together! Fantastic illustrations, challenging cartoons, delightful design pieces. About 950 wondrous, workable, different illustrations in its 600 pages. All in two different sizesmaking a grand total of about 1900 art proofs for you to clip and paste and print. Enough art to keep you going good for a long, long time. You get 48 books and 48 matching miniature indexes with each and every one faultlessly lithographed on one side of castcoated "Kromekote" reproduction stock. The epitome of perfection. Our art proofs are so critically done that you can enlarge them or reduce them considerably and still get really good reproduction. Anyway, here are the 48 different "Clip Books" and 48 indexes you'll receive at a saving of $100.00: These 48 different books include Ad Animals, Ad Gimmicks, Autos, Autumn, Birds, Borders, Christmas, Circus/Fair, Courtesy, Crime, Crowds, Design Devices, Drop-Ins, Entertainment, Executives, Eye-Ear-Mouth, Famous Folk, Farm, Handyperson, Hobbies, (2) Holidays, Homemaker. Industry, Luck, Media, Medicine, Menu, Office, Old Fashioned, Outdoor, Pointers, Sales, Science, See The USA, Service, (2) Sports, Spring, Summer, Teens, Telephones, Thrift, Tourism, Two Kids, Wedding, Winter and The Year. Each is in the easy to file and easy to find 5x8-inch size. The greatest filing system in the industryby far! But please order early. These remaining 48-book libraries are in short supply and will never, never be reprinted. So order now and save $100. You must be delightedor return the complete collection for a fast refund or credit. But please order today before they're all gone!

K SAMPLE "CLIP BOOK," regularly $6.75

(List your choice of category)... $2.00

K FOOD & MENU ART

K 1001 ILLUSTRATIONS & DESIGNS

K SPRING & SUMMER SPORTS K KING-SIZE BORDERS K 48 BOOK LIBRARY, was $179.95

$16.50 $89.95 $16.50 $49.95 $79.95

Firm Name

Please Print Clearly

Authorized by

Street Address Please for UPS

State, Zip Code

CitY'

74

Introducing MULTI/ by Icienticolor

It took over two years of the toughest testing in our transfer history. But all that work and research input has paid off richly. We take pride in announcing our next-generation decal. It's called Multi/cal. With it you can produce an unlimited number of opaque images, perfectly registered on one easy-to-see, easy-torelease super substrate. Here is a specially designed material so soft and velvety that everything transfers at the slightest touch. And sticks where you burnish but won't allow unwanted release on places you might accidentally lean on. And while burnishing you can see the images release so easily you won't ever over-rub. No more extraneous indentations to mar your delicate designs. The backbone of the Multi/cal system is a whole set of new inks for brighter colors and new chemistry for sharper detail. Plus that unique tack-free adhesive that sticks like glue. In all the right places. But best of all, Multi/cal transfers are free of residue. Not partially. Not just sometimes. But always residue-free. Which means no more mess. And no more clean-up. Sound good? Well, check it out. Just contact the Identicolor service in your area. We think you'll validate our enthusiasm in this new product we call Multi/cal. You might call it magi/cal.

MUL'TI/CAL by ldenticolor
The Professional Transfer
Hamburg 49-40 23-41-41 Houston 713-861-2290 Indianapolis 317-634-1234 London 44-1 580-7045 Los Angeles 213-938-3668 Louisville 502-451-0341 Melbourne
61-3 690-6788

Amsterdam 31-20 264-383 Atlanta 404-953-3252 Auckland 64-9 778-990 Baltimore 301-687-1222 Berlin 49-030-261-4203 Boston 617-742-4866 Brussels
32-2 539-0340

Chicago 312-467-7117 Cologne 49-211 40-30-28 Dallas 214-363-5600 Dayton 513-223-6241 Denver 303-832-8320 Dusseldorf 49-211 37-09-43 Essen
49-201 77-50-57

Minneapolis 612-339-0615 Montreal 514-861-7231 New York 212-687-0590 Omaha 402-556-6333 Paris 33-1 337-8000 Philadelphia 215-592-7474

Philadelphia 215-568-6310 Pittsburgh 412-391-3778 Rochester 716-337-0483 San Diego 619-234-6633 San Francisco 415-982-7269 Seattle 206-285-6333 Stockholm
46-8 109-816

Stuttgart 49-711 61-0855 Sydney 61-2 290-1122 Ibronto 416-593-7272 Washington D.C. 301-277-8311 Wiesbaden 49-6121 44-42-67 Zurich 41- 463-1120

If your city is not listed above, please contact IDENTICOLOR FRANCHISE HEADQUARTERS - 720 WHITE PLAINS RD. SCARSDALE, NEW YORK 10583 (914) 472-6640

75

Subscribe now to the brand new how-to magazine from the publishers of PRINT

How

II

Ideas & I Technique in Graphic Design

From left to right.. Carl Fisher; Photographer; Alan Cohen Illustrator; Don Owens, Editor.

Sit in on the working sessions with the best in the business . . . look over their shoulders and see how it's done!
America's top graphic 1/designers, designers, illustrators, photographers and art directors sharpen your imagination, bring your ideas up-todate and show you new directions that will enhance your creative output and keep you at the top of your field.

1/

How . . .'s editors ask questions about techniques, methods and ideas and condense the answers into essential information that will help you in the process of graphic communication. How . . .'s art director knows how to shoot the right step-by-step photographs, how to create sequential diagrams and instructional drawings that clearly show you how it's done.

charge for your work and many other useful suggestions that will enhance your career and build your business.

How ... describes in easy-to-understand text

and step-by-step illustrations how graphic designers, artists and photographers create their design. You will be taken from original concept and thumbnails through roughs and mechanicals to the finished piece. Discover in How . . . new processes, new tools and materials and how they are used by today's successful art directors, production designers, type directors, color engravers, printers, computer designerseverybody who creates the images seen in the mass media.
awssoll 11<p and mail today!

How ... is the only full-color, national magazine devoted to pre-press graphic techniques and processes. Learn new ways of solving problems, whether you are starting out in the field or are already an experienced professional. Particularly understand the new technical developmentscomputer graphics, digitized typography, color scanners, etc. and how they can help you get better results, often in less time and for less money. How . . . brings you practical advice on how and where to look for new jobs, how to free lance, how to start your own studio, what to

How . . . talks to you. Whether you are a one-person studio, a free lancer, or working in a multi-staffed agency, you'll always find profitable design presentations and productive knowhow technical information not currently dealt with in any other magazine in your field. Published bi-monthly in 8Y2 x 11 format with 96 pages.
Printed in color throughout Sequential photographs show the procedure used in creating a design Detailed diagrams and drawing illustrates the underlying features All illustrations have captions explaining the various steps of the design projects Each issue is indexed for easier information retrieval.

ISsbor enearly Mail to How . . ., 6400 God avo Road, Yes, I want to become a Charter Subscriber Bethesda, MD 20817 to How . . . The Magazine of Ideas & Technique
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40% on Charter Subscription Offer.

Name (please print) Title Company Address City State Zip Phone

Our promise is simple. How .. . must work for you. Anytime it does not live up to your expectations, let us know. You'll promptly receive a full refund on all unmailed issues, no questions asked. Your subscription will start with the Sept/ Oct Premiere Issue, Volume One, No. 1.

in Graphic Design. Enclosed is my check for K 1 year at $15.00 (a saving of almost 40% off the newsstand price of $24.00) Maryland residents add 5% sales tax. Canada and other countries, add $8.00 for postage. (U.S. currency only)
K I'd like to charge my order to K VISA K MasterCard K American Express

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76

How smatt designers the world over are correcting thew typographical errors.
If you've ever sat down with a type book or looked at a wall chart, with the task of selecting just the right type fora headline, you know about the anguish that ensues. You need something different, but not too different, And you saw something recently in a big campaign that you really liked, but can't quite remember how it looked. Take heart. There really is a reliable way to single out the best typefaces quickly. From the collection that most of those hot designs are specified from. A Fine Bunch of Characters, the two-volume set of

display typeface catalogs from TypeMasters, Inc. They've been acclaimed for their beauty, but don't be fooled. They're designed to be ready for a workout whenever you are. Mail's in. e1 These books have proven so useful that five typographers adopted them for their TypeMasters, Inc. One of own use, even before they hit the presses. the most respected, least known quality One year later, literally thousands type founders/designers. But not for long. of copies are being used by designers and typographers. Not surprising, though, because at $200, the set, they're heavyweights. Thirteen pounds, to be exact. 928 pages. Four years' work. 1600 alphabets. The good stuff All the ITC designs, plus dozens more unique licensed and redrawn styles and families. Lots of brand new alphabets and sample headline blocks, too. So you can easily see how effective they'll be. Only the strong survive. You'll get a lot out of these books, so we put more into their construction. Seven slant-D rings hold the pages squarely, while their oversized punch keeps them from getting caught when you're frantically caught up in work. See how big the headline of this ad is? That's how big all the complete showings cross-re fe rencing for quick are. (No squinting Alphabetical reference. Room for updating with more exciting sections to come: The Letraset here. And we'll Photo Collection and the exclusive Typsettra and TypeMasters, Inc. Collections. guarantee that, showings without that are easy to use
figures, etc, are print.) clearly marked . So they re easy to see, Seven rings and overdrilled holes trace and keep pages quick resize. The turning and enduring. Ifthese printing is books don't lay absolutely flat check your drawing board. the finest, on crisp, white matte enamel stock. Set yourself up with a set today. Consider it "portfolio insurance." Send to: TypeMasters, Inc. 29-31 East Lancaster Ave./Ardmore, PA 19003.
NAAS Adbptule Monic1141. RaNkLe1.11.1

Alternate characters, any fine such as swash, oldstyle

Taw, Hold Kalamai

.0111. 4II4Isal

9. Last

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copy(ies) of the complete two-volume Send set "A Fine Bunch of Characters': @ $200. U.S. for each set ordered, plus $10 for shipping in the U.S. or to Canada. Elsewhere, add $60 for shipping. PA residents add 6% sales tax. U885 Total Amount enclosed: $ (Please print)
Name/Title/Company Address (Street, not P0. Box)
City/State/Zip/Postal Code/Country

77

Imagine getting art like this for about

Don't imagine..
Clipper Creative Art Service means art of exceptional quality created by top professionals at only a small fraction of the price you'd pay if it were custom created for you.
Every illustration, symbol, and design shown here is from recent issues of Clipper. Of course, Clipper is more than topnotch ready-to-use art. Each issue contains dozens of idea-inspiring demonstrations and suggestions for using the art. Plus Clipper never repeats itself. You get fresh material in a wide variety of styles and techniquesmonth in and month out. You'll have many more creative alternatives with Clipper.

World's largest commercial art library always at your service

If you can't locate an illustration you need in your current issues of Clipper, simply use your Clipper Cross Reference Index to locate the art you need. (There are more than 10,000 subjects listed.) Then call or write our Special Services Dept. for help. This subscriber service is free. You pay only postage and handling for any art ordered. How do you know you'll like Clipper? Try a FREE TRIAL ISSUE and look us over. If you decide Clipper is not for you, cancel your order within 15 days and owe us nothing. You need send no money now to receive your FREE ISSUE. Simply complete and mail the coupon below.

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Clipper arrives on your desk or drawing board about the 20th of each month. In it are 24 big pages (12 1/2" x 19") containing scores of individual illustrations, cartoons, borders, layout frames, headings even a color separation. You'll also find suggested applications with headlines, art and copy in position. They're great idea starters that you can adapt to your own needs with appropriate copy and logo changes.
Your Clipper annual subscription includes 12 issues of Clipper and "CLIP BITS", 3 monthly pictorial indexes, a Cross Reference Index (of our 10,000-plus listing art library) and vinyl binders for both issues and indexes.

Seasonal art for instant solutions

Clipper anticipates the seasons, national and promotional holidays, well in advance. You'll have the art you need with ample lead time to develop projects. Three pictorial indexes come with each issue of Clipper. These indexes give you a quick reference so you can locate the art you need. You also get two binders to protect your valuable issues of Clipper and to store your small indexes and "Clip Bits," the 20-page monthly "how to" magazine filled with professional tips and timely articles.

O.K. I'd like to take a look at a free trial issue of Clipper.

So enter my order for a one-year, 12issue subscription to the Clipper Creative Art Service at $29.50 a month, plus $2.15 postage and handling ($3.90 per month in Canada, payable in U.S. funds) beginning with the current issue. After the first 12 issues, continue to ship monthly, subject to my written cancellation notice 30 days prior to publication (20th of every month). However, first send me the FREE TRIAL ISSUE, which I may review and use. If I decide that Clipper is not for me, I may cancel this order within 15 days, keep the FREE ISSUE and owe nothing. (Note: this offer applies in North America only.) Otherwise I agree to complete payment as follows: K I prefer to SAVE 3% of the subscription price by prepaying. Please bill me now. germs are net 10 days. K Please bill me monthly as the year's issues are shipped. Terms are net 10 days. IMPORTANT: Coupon must be completely filled out and future payment option checked before we can send your trial issue.

MAIL THIS COUPON TODAY FOR FREE TRIAL ISSUE

ATTENTION (please print or type) TITLE

COMPANY (if applicable) STREET CITY TYPE OF BUSINESS AUTHORIZED BY FOR OFFICE USE STATE ZIP

BUSINESS PHONE (area code) (signature and title) 91AR-8000

MAIL TO:

i c l m d Dynamic Graphics, Inc. 6000 N. Forest Park Dr., P.O. Box 1901 Peoria, IL 61656-1901

AO C -)115'

78

MAKE TYPE SPECIFICAT SIMPLE!

.54

Listen kid, if you want to score points in this agency it's Classic Laid all the way.
The RapidType Computer is hardware-based on the Sharp PC1250A Pocket Computer.

/ge Rea/

'

WITH

IDIYPE COMPUTER

And increase accuracy as well. The RapidType Computer is not a modified calculator, but a genuine computer that prompts you through each step of the type specification process. The RapidType Computer comes in two models to suit your particular needs. Model TS2 computes type depth, character count and type size, and includes an electronic proportion scale as well. Model TS2A3 does everything the TS2 does, and also adds a measurement converter. Both models come complete with type gauge, instruction manual and limited warranty. Why not order a RapidType Computer today?
Send to: THE WORKS/Computer Division, P.O. Box 1023, Aurora, 0.60507 K Yes, I'm ready to start avoiding the drudgery of specing type. Please send me RapidType Model TS2A3 @ $160.00 each I am enclosing a check or money order for $ Name Company Address City K Please send additional information. State Zip US COMPUTER DIVISION

Illinois residents please add 6I/4% tax.

7r/7/77 K '1111 1 / / / 7/, /7 / //7( /(7 7777/ //7 7/ /7/(r/ /( 27/ / /7<q77(1,' 4'1 / /- /- (7.6-7/777/./7 / /.,7,7, c(-7/7(77 7/ ////V77/77/ , Ire ig a / 0, rig ,,,,,, ,1 , 7/7 / g ,, f,-.-4)-1,-,-..A,,L, , ,: /, :4 , L......1'.1,,,.
, ,,

Neenah Paper
1985 K.C.C. Registered Trademark of Kimberly-Clark Corporation

Your best shot deserves Classic Laid.

Kimberly-Cleric Neenah Paper Division

NEVER CRUMPLE UNDER A DEADLINE AGAIN.

The dreaded deadline. The major cause of reams of ripped up roughs. Shredded concepts. Tattered nerves. Wasted time. Chartpak's System 640 Computer Graphics System gives you power over deadlines. Test out layouts in color right on the screen. In minutes. Call up typefaces in seconds. Print out the finished product in hard-copy or slides. And get the extra graphic oomph of options that let you put video images into your art, automatically make color business charts and graphs, and draw high resolution 3D images and rotate them. Whether you're art directing, designing, or developing corporate graphics and slide presentations, it's simple to learn and use. And to buy. It's easy to choose because it's not expensive (prices start at $7995.00) and it's compatible with IBM PC, XT, and other IBM compatible computers. You'll never crumple under a deadline again. Contact your Chartpak dealer today. Call 800-821-0722. In Canada 416-677-1570.

11 nit :11:WIrit"111'
-

tS' Se, For more extensive information regarding the 0, S 5 purchase and/or operation of the Chartpak "06 5 V System 640, just fill out the coupon and mail to: Chartpak, 19700 Fairchild, 55 Suite 230, Irvine, CA 92715.

chartpak
19700 Fairchild, Suite 230 Irvine, CA 92715

79

" I'm 'Big Shot Type!

I've got lots of faces. Lots of service. Everything you need ... heh, heh. But you'll pay through the nose or my nam ain't BS Type!"

" I 'm Arnold & Debel.

I also have a lot of faces...and I'll have your type on your desk tomorrow morning. But you won't end up paying $200 for $120 worth of type!"

Artograph DB 300:

The Graphic Design Tool for Visual Communication Professionals

Speed up your creative production time and put an end to tedious scaling with the DB 300 opaque art projector. It mounts on your drawing board and projects down, directly onto your work surface. Scale range is 3 times enlargement and 40% reduction on your table top; 8 times on the floor or lower table, and with the side mount feature, 18 times onto the wall. Project in color and opaque copy, three dimensional object, as well as slides and tranparencies (accessory required).

It's tough to make a buck... and the Big Shot type houses make it even tougher. They give you service... but they also give you a devil of a time with their prices. Bills that look like the national debt...and AA costs that can drive you bananas! So if you're serious about making money, you ought to try us Angels. We have 1000 faces on computer...and 3000 on typositor. Plus complete mechanical and custom rubdown transfer departments. And we work like 'demons round the clockto give you early morning delivery. Every morning! Best of all, our prices for advertising quality type are absolutely heavenlya whole lot less than those devils charge. So if your Big Shottype house has you between heaven and hell...call Ivan Debel at (212) 889 3711 or (800) 232 3312. We promise you a divine experience!
-

It's on display at your local art supply store. Ask for a hands-on demonstration. For complete details, call or write for a free brochure.
Artograph, Inc.
Dept. UL-.2626 N. Second Street Minneapolis, MN 55411 612/521-2233

K Please send brochure with complete specifications and price.

Name Title/Position Company Address City My art supplier dealer is State Location
Artograph, Inc., 2626 N. Second St., Minneapolis, MN 55411

AD
ARNOLD & DEBEL INC TYPOGRAPHERS 270 MADISON AVENUE NEW YORK, N.Y. 10016
1985 Ivan Debel

Phone(

Zip

(21)89-371

WHO liNAS HERB 1LUBALIN?

These laughable anecdotes and more about the genius responsible for U&lc's editorial and design for over 20 years are revealed in Herb Lubalin:

"The magnitude of Herb Lubalin's achievements will be felt for a long time to come.... I think he was probably the greatest graphic designer ever:'
Lou Dorfsman, Vice President, Creative Director, Advertising and Design, CBS Inc.

Art Director Designer and Typographer.

The definitive book about the typographic impresario and design master of our time, Herb Lubalin was written by Gertrude Snyder and designed by Alan Peckolick. It is illustrated with more than 360 examples of Lubalin's awardwinning work for editorial and book design, logos and letterheads, advertising and sales promotion, plus the best of U&Ic. 184 pages 9" x 11 7/8" Clothbound 360+ illustrations (184 in color)

SPECIAL OFFER FOR U&lc READERS

Reserve your copy(ies) of the definitive Herb Lubalin now and pay only $35.00* per copy. Retail Value: ($39.95) Postage and handling are FREE in the U.S. and Canada. book(s) at $35.00* each (price includes Please reserve shipping) for a total of $
'(New York residents, please add appropriate sales tax.) I=1 My check or money order (U.S. currency only) payable to American Showcase is enclosed. Charge my K AMEX K Visa K MasterCard Or call: (212) 245-0981. Account # Credit Card Signature Name Company Address Zip State City AMERICAN SHOWCASE 724 Fifth Avenue New York, NY 10019 Expires

is deception in calligraphy class helped him cheat his way into the art profession. And long before he established his reputation, the Display Guild told him he "had no talent for such work;' and fired him from a job that paid a mere five dollars a week!

80
I) A

Hungry for knowledge? Have a craving for excellence? Stimulated by the association of others in the design profession? Satisfy your creative appetite with a membership in University
and College Designers Association.

GOT THE MUNCHIES?

participate in exhilarating workshops.

CUSTOM MODIFICATIONS

At UCDA's annual conference and show, members exhibit works in a nationally recognized design competition, hear worldrenowned speakers like Milton
Glaser, Saul Bass, Heather Cooper, and Arnold Saks, and

Join us at the Chicago Marriott September 22-25, 1985, for UCDA's 15th annual conference. UCDA...the flavor lingers on.

Our digitized typesetting system enables us to perform electronic character modification, condensing or expanding a typeface without altering its distinctive design. This enhances the readability of certain text faces; in addition it allows you to pack more words into a limited space. The next time you say, "I'd like to use a condensed version of that face" or "Our ad would read better if that short copy block were somewhat extended" remember, we can do it. At no extra cost. Thinking neatly done.
14 POINT KEYBOARD EXPANDED & CONDENSED

UC DA
For more information on Name & Title membership, the conference, and the competition (deadline Address City, State, Zip for entries is June 28!) fill out and send the information Telephone form to UCDA, 2811
Mishawaka Avenue, South Bend, IN 46615, or call 219-288-UCDA.

University/College/Company
Ulc

I)

TIME-SAVING TOOLS FOR LAYOUT, DESIGN & DRAWING

BOARD-MATE is a precision, plastic template for the quick ruling of mechanical boards for any page or spread size. Unique corner guides allow for precise ruling of trim and center marks. Full 1/16 inch scales are provided on all sides of the template.

ITC GALLIARD & ITALIC If we could first know where we are, and whither we are tending, we could better judge what to do, and how to do it. We are now far into the fifth year since a policy was initiated with the avowed object and confident promise of putting an end to slavery agitation. Under the operation of that policy, that agitation has not only not ceased, but has constantly augmented. In my opinion, it will not cease until a crisis shall have been reached and passed. "A house divided against itself cannot stand." I believe this government cannot endure permanently half slave and half free . Abraham Lincoln, 1858.
14 POINT NORMAL

B ARD-MATE

PUT-LINES
PUT-LINES is a new, precisionengineered drawing tool for engineers, architects and graphic artists. The unique, precision rollers of PUT-LINES greatly aid in the drawing of parallel lines, center lines, lines at any angle, and accurate dimension lines. Inch, metric and engineering models are available. Plastic storage case included.

CUSTOM MODIFICATION If we could first know where we are, and whither we are tending, we could better judge what to do, and how to do it. We are now far into the fifth year since a policy was initiated with the avowed object and confident promise of putting an end to slavery agitation. Under the operation of that policy, that agitation has not only not ceased, but has constantly augmented. In my opinion, it will not cease until a crisis shall have been reached and passed. "A house divided against itself cannot stand." I believe this government cannot endure permanently half slave and half free. Abraham Lincoln, 1858.
14 POINT KEYBOARD CONDENSED

GRAPHIC PRODUCTS CORPORATION

--

Mib

I-1 PLEASE SEND ME CATALOG SUPPLEMENT NO. 7A

COMPANY ATTENTION STREET CITY STATE
MAIL TO.

INCLUDING INFORMATION ON BOARD-MATE & PUT-LINES.

(212) 687-8840 TYPOGRAPHY 216 E 45 SI \7W YORK \Y 10017

ZIP

pX.HIC.FT 0 DUZS... CORP. . .32

to 6-85 DOW% R,

........

81

WE CATER TO

THERE IS NO FINER LINE

3,
esigners . . . draftsmen . . . architects . . . artists . . . technical pen users everywhere are being drawn to Reform Refograph technical pens. By their quality. By their versatility. And by he most important quality a technical pen can have: DEPENDABILITY. Reform technical pens have a unique capillary system that prevents them from clogging, blotting or skipping. They get the job done quickly. Accurately. And without causing the frustration users experience when the tool of their trade quits in the middle of an important project. The Reform technical pen gives you a consistent line width every time. And, because of precise machining, it has the ability to work at much sharper angles than other technical pens. People everywhere are learning that when it comes to

REATORS
It's tough for art directors to come up with the great idea. Not to mention execute it - under deadlines that could put you under. The last thing you need to worry about is getting the type you ordered last night delivered on time this morning. Only to find you have to send it back.

REFORM REFOGRAPH TECHNICAL PENS FROM ALVIN.

dependability, versatility and precision, the Reform line is virtually unparalleled. Corporate Headquarters
P.O. Box 188UL, Windsor, CT 06095 (203) 243-8991 Distribution Centers in Dallas, TX and Sacramento, CA

If fine typography, overnight service, and attention to detail are what you're looking for, look to Granite Graphics to deliver. Some of the best in the business give Granite their business. Because part of being creative is knowing a good thing when you see it.

GRINITE GR4PHICS
Fine Typography 19 Franklin Place, Rutherford, N.J. 07070

ALVIN WE DRAW PERFECTION.

201-438-7398 212-772-0364 This ad was typeset, then made up, in one piece, on VISION.

STEP- 1;Y- S I EP

ri

The New, How-to Reference Magazine for Visual Communicators!

Published in association with Dynamic Graphics Educational Foundation

The limited edition, premiere issue of STEP-BY-STEP GRAPHICS will appear in October, 1985. Subsequent issues will be published bi-monthly starting with the January-February 1986 issue.

To reserve your copy of the limited edition, premiere issue of STEP-BY-STEP GRAPHICS simply complete the Charter Subscription form below and mail by October 1, 1985 or call:

TOLL FREE 1-800-255-8800

(In Illinois 1-800-533-8800).

STEP-BY-STEP GRAPHICS MAGAZINE 6000 N. Forest Park Drive, P.O. Box 1901, Peoria, IL 61656-1901

STEP-BY-STEP GRAPHICS A New Resource for Professional Growth

Send No Money!
CHARTER SUBSCRIPTION FORM
I understand that after reviewing the Premiere Issue of STEP-BY-STEP GRAPHICS, I may cancel my subscription with no obligation and receive full credit. However, the Premiere Issue will be mine to keep FREE. K Yes, I want to be a Charter Subscriber to STEP-BY-STEP GRAPHICS at the special prepublication price of $39.00, a savings of $23.00 off the total $62.00 value. I understand that included will be an annual cross-reference index and one FREE Binder.

By providing practical, how-to feature material which emphasizes the process, not the end product, STEP BY STEP GRAPHICS addresses your specific needs and those of other working professionals.
-

A sampling of career-enhancing articles you'll find in coming Issues

How To Design Attention-Getting Graphs and Charts with TIME Magazine K Bob Peak Illustrates a Cover for STEP-BY-STEP GRAPHICS K How To Start, Index and Expand a Scrap File K Six Easy Steps for Evaluating a Color Transparency for Reproduction K The ABCs of Type K Limited-Budget Newsletter Design K A Multi-Image Slide Show Using Computer Graphics with a Crystal AMI award - winner K How To Design an Annual Report with Corporate Annual Reports, Inc. K Paper Sculpture: A Design Alternative K How To Be a Multi-Specialist in the '80s & Beyond with Edward M. Gottschall Capturing Personality Via Caricature with Gerry Gersten K A Step By Step Hand-Lettering Project K A Guide to 35mm Photography for Audio-Visual Communicators K How To Build Your
K -

Portfolio K Bill Nelson Illustrates a Cover for STEP-BY-STEP GRAPHICS DJohn Sposato Designs & Illustrates a Cover for the Book "Queenie" K Exercises in Creativity: Enhancing the Birthing Process K How a Fortune 500 Firm Is Using Computer Graphics for Package Design K The Photocopier: A Creative's Best Friend K How To Set Pricing Guidelines for Your Work K Point-of-Purchase Design with an award - winning creative team K Newsletter Nameplate Design K A Logo Design with award - winning designer Alan Wood K The Cutting Edge: How To Design for the Laser K Designing a Metropolitan Opera Poster with Shapiro Design Associates K How To Improve Your Images: Step-By-Step Critiques by Jan White K Jeff MacNelly Draws a Political Cartoon K Airbrushing

ATTENTION

(please print or type)

TITLE

COMPANY (II applicable) STREET CITY TYPE OF BUSINESS It evening only, check here LI BUSINESS PHONE (area code) AUTHORIZED BY FOR OFFICE USE (signature and title) STATE ZIP

SBS - ULC

Important: As a business publication, auditing procedures require us to obtain certain information about our subscribers. Please check the appropriate box so that we may process your Charter Subscription without delay. Thank you.
Li Corporation D Design Studio U Publishing U Other (please specify) U Audio Visual LI Photographer U Advertising Agency U Illustrator U Graphic Arts Firm D Government U Educational Institution

STEP-8Y-STEP GRAPHICS MAGAZINE

6000 N. Forest Park Drive, P.O. Box 1901, Peoria, IL 61656-1901

82

INTRODUCING THE FIRST COMPREHENSIVE

THE DESIGN DESIGN ooturioN ES! FOR PR;;;;ALS p PRAri CENTER FOR COMPUTER GRAPHICS IN os CONTINU
PROGRAM GRAPHICS COMPUTER SQUARE, SAN FRANCISCO
way! , Design, OCTOBER 19-20, H\ (A-ri UNION Advertising Design, point the Forty experts in eight alf-day seminars Anirnation, Business Graphic,. Design, Packaging Dsign. Computer Graphics for Graphic Design, ustrial n t io PublicaGraphics, In exhibits. Video Plus nianufacturer MARQUIS, NEW YORK

Cr

The Digital Typeface Library is the first and most comprehensive showing of over 1,350 digital typefaces assembled for the art director. designer or serious student. Technology has outpaced type booksno other single source currently shows the full availability of type being produced on today's state-of-the-art digital typesetting machines. To keep yourself and your studio in touch with today's typography, we strongly urge you to buy this valuable book.
TYPEFACE LIBRARY r DIGITAL 9" x 12'7760 pages/perfect bound Printed on high quality, semi-gloss paper the Digital Typeface Library shows over 1,350 digital typefaces with a complete alphabet for every face. Text faces are shown 6 to 36 point and display faces are shown 12 to 36 point in line-spaced paragraphs. Character counts for every face and size and a character counter is included on every page. Front matter explains digitization, tracking, kerning and offers information on typeface identification complete with diagrams. DIGITAL TYPEFACE LIBRARY CO. 3 West 36th St., New York, NY 10018 copies of the Digital Typeface Library Please send me catalog at $90.00 per copy. I have enclosed a check made payable to Digital Typeface Library Co. in the amount of $ (Shipping and handling is included in the book price) NY orders add local sales tax. Thank you.
Name Address City State Zip

IC

RIorr sers
and u Thirty top consultants,

ven dors and Multimedia 1 SE DECEM" 1 impact and applic major trends, Video confeence. computer discuss graphics to Print, introductory tutorials in this pace-setting fifth annualand an exhibit of advanced CG equipment for the graphics arts. Includes brochure call or write-ffe, Director For free Dept U Center -

ation of

Prtt aP Skyline Drive 10532 Hawthorne, NY 92-1155 914-5

ratt

PRATT CENTER FOR COMPUTER GRAPHICS IN DESIGN

SELF-ADHESIVE VINYL FILMS FOR INDOOR & OUTDOOR GRAPHICS

AVAILABLE IN ROLLS AND SHEETS
Solution to puzzle on page 26.

F RMXFILM

ALL FORM-X-FILM PRODUCTS ARE AVAILABLE IN: 20" x 26" SHEETS 20" x 15' ROLLS 40" x 18' ROLLS

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PLEASE SEND FORM-X-FILM FULL COLOR CATALOG

FORM-X-FILM SELECTION INCLUDES:

MATTE & GLOSS TRANSPARENT COLORS MATTE & GLOSS OPAQUE COLORS CLEAR FILMS SPECIALTY FILMS

COMPANY ATTENTION STREET CITY STATE ZIP

U lc 6.85 720

MAIL TO: GRAPHIC PRODUCTS CORP.. 3601 EDISON PL.. ROLLING MEADOWS IL 60008

83

WHEN IT COMES TO

LANGUAGES
NOBODY EVEN COMES CLOSE.
Spectrum is North America's unique resource for the preparation of graphic communications in languages other people read and understand. Foreign language advertising, public relations, promotion, audio-visuals, packaging, marketing communications, and architectural graphics. From the initial step of translation, through superb typography, to finished mechanical art, Spectrum is clearly Number One; and nobody else runs even a close second.

We'll sell it to you for $90 ...but we'd rather give it to you
. We're Characters. We're a state-of-the-art typographer, featuring computerized digital typography, color proofing, telecommunications, and the first comprehensive digital type specimen book. Characters is the first typographer to provide a complete display of all the Mergenthaler 202 and ITC faces. Our unique catalog has 760 pages showing over 1,350 digital typefaces. Contained in a handsome silver binder our catalog features complete alphabets for every face. Text faces are set 6 to 36 point and display faces are set 12 to 36 point in line-spaced paragraphs. We've included a character count for every face and size and a measuring counter on every page. We've also included explanations of digitization, tracking and kerning. There's information on typeface identification, complete with illustrations, as well as selected quotes to keep life interesting. Frankly, we're proud of our work and we're proud of our new "Digital Typeface Library"so proud in fact that we'd like to show it to you in person, do a little bragging and maybe even leave it with you. Or, you could just buy it for $90.

NOBODY ELSE COMES CLOSE to matching Spectrum's more than 30 years' experience in multilanguage graphics. NOBODY ELSE APPROACHES the breadth of Spectrum's typeface library for foreign language composition. Over 5,000 text and headline styles for Latin-alphabet languages, plus America's largest selection of non-Latin scripts, many exclusively designed for us. NOBODY ELSE OFFERS nearly so many alphabets of the world, including those used for printing Arabic, Hebrew, Japanese, Hindi, Russian, Greek, Chinese, Bengali, Korean, Punjabi, Armenian, Thai, and many others. We've even got fonts for Hieroglyphics and Cuneiform. NOBODY ELSE WORKS in so many languages: every one used in international communications from Afrikaans to Zulu, and then some. NOBODY ELSE PROVIDES such a complete service. Not just translation and type, but full camera, art, alphabet modifications, and slidemaking facilities as well. SPECTRUM IS THE ONLY SOURCE to consider for your foreign language graphics. Only if second best isn't good enough.

Dear Characters, K Your new digital typeface catalog sounds great and I want it. Call me and let's get together. K Your catalog sounds great but I'm very busy, so here's $90 send me The Digital Typeface Library pronto.

is
5 W. 36 St., New York, N.Y. 10018

Name Address City State

Zip

Dick Blick's new catalog brings art & design together

Before now, we had a catalog for fine artists and another catalog for graphic designers. This year there is just one Dick Blick catalog, a completely revised, large-format, 448-page book, one-third in 4-color. It features the finest oil paints and the newest in technical pens, tools for ceramics and weaving, as well as sign paints and airbrushes. This catalog just may be the best you'll see all year for t he art materials you need for your job and your hobbies. t's worth more than $2.00, but t hat's all we're asking.

If you'd like to learn more about multilanguage communication, ask for a complimentary subscription to our fascinating and award-winning quarterly newsletter.

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Dick Blick
Dept. UL, Box 1267 Galesburg, IL 61401 "Blick Ships Quick" from 4 locations nationwide!

225 West 39th Street New York 10018 As close as your phone at (212) 391-3940

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84

Cont. from page 23

Modern Ornament and Design

by J. N. Halsted After being out of print for nearly 60 years we once again can study the work of J. N. Halsted, master signpainter. His elaboratelydetailed designs show the Art Nouveau style of the '20s as well as artistic influences from the Chinese, Egyptian, Celtic and American Indian cultures. Instruction is provided on the fundamentals of design, including planning, balance, composition, layout and color. Half the book is devoted to hundreds of b/w designs of all types and can be used as clip art. ST Publications, 407 Gilbert Avenue, Cincinnati, OH 45202.11 x 81/2 200 pages. $19.95.

Designer's Guide to Color 2

Illustrates 1104 innovative color combinations in groups, pastels through deep tones. Colors are produced by combinations of tints of the four process colors. For each color the tint percentages are given. Chronicle Books, One Hallidie Plaza, San Francisco, CA 94102.120 pages. 6 x 8 3/4" Cloth, $16.95. Paper, $9.95.

WOULDN'T IT ii T BE G IF ONE TYPOGRAPHER HAD EVERYTHING YOU NEED?

0

Calligraphy A to Z
by Stuart David This book offers "new, better, and faster" techniques for learning calligraphy. It uses 13 basic strokes instead of the traditional 70. The book emphasizes understanding the structural elements of letters which all letters have in common. It features step-by-step exercises for learning the basic "hands." Stravon Educational Press, 845 Third Avenue, New York, NY 10022. 208 pages. 81/2 x 10 3/4" Hardbound. $17.95.

Primer for Typography

A fast, readable summary of the history of typography, typeface design, typesetting methods with emphasis on today's technologies. Includes a glossary of terms used in today's world of computerized typesetting. Howarth & Smith Limited, 35 Mobile Drive, Toronto, M4A 2P6, Canada. 82 pages. 5 3/4 x 81/2". Paper. $11.95.
Transportation

Photo-Lettering, Inc. is your Full Service typographic studio with headline and text typesetting (over 10,000 display faces and over700textfaces, manyexclusive), complete ad makeup, special effects, Spectrakrome color prints, and over 30 other services under our roof to meet your graphic requirements.

I
to I

216 EAST 45 STREET NEW YORK CITY 10017 212-490-2345

Do-It-Yourself Graphic Design

SET IN EXCLUSIVE PHOTO-LETTERING FACES. OLIVE GRAPHIC BOLD 8736 (HEADLINE) AND OLIVE GRAPHIC BOOK 8740 (TEXT)

A pictorial archive from nineteenth century sources. Selected by Jim Harter, these 525 copyright-free illustrations are divided into nine categories: horse-drawn vehicles, sleighs, bicycles, trolleys, trains, cars, ships, airships and miscellaneous transports. Choices are available from pack animals to rickshaws. Dover Publications, Inc., 31 East 2nd Street, Mineola, NY 11501.160 pages. 83/4 x 11 3/4" Paper. $6.95.

Consultant Editor John Laing Written for those with no prior knowledge of the subject. Beginning with the basics of designhow to choose type, the combining of illustrations and typefaces, etc. and then gives step-by-step instructions for preparing original artwork in any medium. Discusses every possible method of graphic reproduction from silkscreening to photolithography. Appendices cover computer graphics as well as imposition, folding and binding. Glossary of design and printing terms. Indexed. Facts On File, Inc., 460 Park Avenue South, New York, NY 10016.7 3/4 x 8'A "160 pages. 150 color and b/w photographs and over 100 b/ws. $13.95.

TRANSPORTATION
A Pictorial Archive from nineteenth-Century Sources so....1 Jim Harter

WITH MORE THAN ONE HEART:

T-SHIRTS ARE TOP-QUALITY PRE-SHRUNK 100% HEAVY WEIGHT COTTON. FOR COMFORTABLE LEISURE AND ACTIVEWEAR. AVAILABLE IN SIZES: S, M, L, XL.

The Prints of Robert Motherwell

by Stephanie Terenzio

A Catalogue Raisonne 1943.1984

by Dorothy C. Belknap Robert Motherwell is regarded as one of America's most important artists. This book begins with prints he created more than 40 years ago and coming up to new editions completed just before this volume went to press. It includes a catalogue raisonne (classified) of all his graphics from 1943 through 1984, covering almost 350 prints in the mediums of engraving, lithography, silkscreen, etching, aquatint, mezzotint, monotype, collage and others. An Appendix covers selected signed posters, important print images which have not yet been editioned, and several works which do not fall within the generally accepted definition of "original print." Each work is documented and reproduced, nearly 250 of them in full color, the rest in duotone, capturing every nuance of the artist's rich blacks. There is an extensive series of interviews with his"collaborators:' as Motherwell calls his associates. These interviews, and the accompanying photographs, provide details of the aritst's working methods and reveal how certain of the prints were made, offering first-hand insight into Motherwell's creative process. Hudson Hills Press, Inc., 220 Fifth Avenue, Suite 301, New York, NY 10012. 304 pages. 9 x 12!' Note by Motherwell, biographical outline (with a complete listing of print exhibitions), selected bibliography and an index. $50.00.
TEXT:ITC USHERWOOD BOOK WITH BLACK

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RSVP-10 The Directory of Creative Talent

wrnt MORE THAN ONE HEART.

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The tenth anniversary edition of this creative directory showcases the work of 248 illustrators, designers, photographers. More than 350 full-color reproductions. RSVP, P.O. Box 314, Brooklyn, NY 11205. 328 pages. 51/2 x 81/2". $15.95.

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85

LICENSED LICENSED

i
ABL Computer Technologies Ltd. 43/44 Albemarle Street London W1X 3FE England 01-499-9461 Daisy Wheels and Thimbles AM International, Inc. Varityper Division 11 Mt. Pleasant Avenue East Hanover, N.J. 07936 (201) 887-8000 Phototypesetters and Photolettering Systems Adobe Systems, Inc. 1870 Embarcadero Palo Alto, Calif. 94303 (415) 852-0271 Interactive Software Tools for Graphic Arts Allied Linotype, Company 425 Oser Avenue Hauppauge, New York 11788 (516) 434-2000 Linoterm, V-I-P, Linotron, Omnitech CRTronic, Phototypesetting Equipment and Systems Alphatype Corporation 7711 N. Merrimac Avenue Niles, Illinois 60648 (312) 965-8800 AlphaSette and AlphaComp Phototypesetting Systems CRS Digital Phototypesetter Artype, Inc. 3530 Work Drive P.O. Box 7151 Fort Myers, Fla. 33901 (813) 332-1174 800-237-4474 Dry Transfer Letters Cut Out Letters Aston Electronic Designs Ltd. 125/127 Deepcut Bridge Road Deepcut, Camberley, Surrey GU16 6SD England 0252 836221 Video Character Generators Autologic, Inc. 1050 Rancho Conejo Boulevard Newbury Park, Calif. 91320 (213) 899-7400 APS-4/APS-5 CRT Phototypesetter Composition and Typesetting Systems Autologic SA 1030 Bussigny Pres Lausanne Switzerland 021/89.29.71 Bobst Graphic Products and Phototypesetting Systems H. Berthold AG Teltowkanalstrasse 1-4 D-1000 Berlin 46 West Germany (030) 7795-1 Diatronic, ADS 3000, Diatext, Diatype, Staromatic, Staromat, Starograph Berthold of North America 610 Winters Avenue Paramus, N.J. 07652 (201) 262-8700 Diatronic, ADS, Diatype, Staromat, Diasetter, Repromatic

tC

ONLY THE FOLLOWING SUBSCRIBER COMPANIES ARE LICENSED TO MANUFACTURE AND SELL ITC TYPEFACES

Camex Inc. 75 Kneeland Street Boston, Mass. 02111 (617) 426-3577 SuperSetter Digital Imaging Systems for Text Cello-Tak Mfg., Inc. 35 Alabama Avenue Island Park, L.I., N.Y. 11558 (516) 431-7733 Dry Transfer Letters Chartpak One River Road Leeds, Mass. 01053 (413) 584-5446 Dry Transfer Letters Compugraphic Corporation 200 Ballardvale Street Wilmington, Mass. 01887 (617) 944-6555 EditWriters, CompuWriters, Text Editing Systems, MCS - 8200, 8400, 8600, Accessories and Supplies Digital Visions, Inc. 454 West 46 Street New York, N.Y. 10036 (212) 581-7760 Interactive Computer Graphics Software Fiimotype 7711 N. Merrimac Avenue Niles, Illinois 60648 (312) 965-8800 Film Fonts Fonts Hardy/Williams (Design) Ltd. 300A High Street Sutton, Surrey SM1 PQ England 01-636-0474 Font Manufacturer Fundicion Tipografica Neufville, S.A. Puigmarti, 22 Barcelona-12 Spain 219 50 00 Poster Types Geographics, Inc. P.O. Box R-1 Blaine, WA 98230 (206) 332-6711 Dry Transfer Letters Graphic Products Corporation 3601 Edison Place Rolling Meadows, III. 60008 (312) 392-1476 Formatt Cut-out Acetate Letters and Graphic Art Aids Graphics, Inc. 16001 Industrial Drive Gaithersburg, Maryland 20877 (301) 948-7790 Manufacturer of Dry Transfer Systems

Harris Corporation Harris Composition Systems

Division P.O. Box 2080 Melbourne, Florida 32901 (305) 259-2900 Fototronic 4000, TXT, 1200, 600 CRT 7400, 7450 Dr.Ing Rudolf.Hell GmbH Grenzstrasse 1-5 D2300 Kiel 14 West Germany (0431) 2001-1 Digiset Phototypesetting Equipment and Systems, Digiset-Fonts High Technology Solutions P.O. Box 3426 Poughkeepsie, N.Y. 12603 (914) 473-5700 MPS Front End System and Fastsetter Typesetter Information international 5933 Slauson Avenue Culver City, Calif. 90230 (213) 390-8611 Phototypesetting Systems International Business Machines Corporation Old Orchard Road Armonk, N.Y. 10504 Electronic Printing Systems International Type Fonts ApS do Cooper & Beatty, Limited 401 Wellington Street West Toronto M5V 1E8 (416) 364-7272 Type Discs for Harris 600, 1200, 4000, TXT Typesetters Itek Composition Systems Division 34 Cellu Drive Nashua, N.H. 03060 (603) 889-1400 Phototypesetting Systems and Equipment, Film Strips, Standard and Segmented Discs, and Digitized Fonts Esselte Letraset Letraset Limited St. Georges House 195/203 Waterloo Road London SE1 84J England (01) 930-8161 Dry Transfer Letters Letraset USA Inc. 40 Eisenhower Drive Paramus, N.J. 07652 (201) 845-6100 Dry Transfer Letters Linographics 770 N. Main Street Orange, California 92668 (714) 639-0511 Display Typesetters, 2" Film Fonts Mecanorma 78610 LePerray-en-Yvelines Paris, France 483.90.90 Dry Transfer Letters

MegaCom, Inc. 3925 Coconut Palm Drive Suite 115 Tampa, Florida 33619 (813) 626-6167 Non-Impact Page Printing Systems Metagraphics Division of Intran Corp. 4555 W. 77th Street Edina, Minn. 55435 (612) 835-5422 Digital Fonts for Xerox 9700 Microtype 8 Faubourg St. Jean 21200 Beaune France Film Fonts Manufacturer Alphabet Designers The Monotype Corporation Ltd. Salfords, Redhill, Surrey, England Redhill 6 5959 Visual Communications Equipment NEC information Systems, Inc. 1414 Massachusetts Avenue Boxborough, Mass. 01719 (617) 264-8000 Personal and Small Business Computer Systems, Printers and Peripherals. Officine Simoncini s.p.a. Casella Postale 776 40100 Bologna Italy (051) 744246 Hot Metal Composing Matrices and Phototypesetting Systems PhotoVIsion Of California, Inc. P.O. Box 552 Culver City, Calif. 90230 (213) 870-4828 Toll Free: 800-421-4106 Spectra Setter 1200, Visual Display Setter, and 2" Film Fonts Pressure Graphics, Inc. 1725 Armitage Court Addison, Illinois 60101 (312) 620-6900 Dry Transfer Letters Prestype, Inc. 194 Veterans Boulevard Carlstadt, N.J. 07072 (201) 933-6011 Dry Transfer Letters Purup Electronics 28 Jens Juuls Vej DK 8260 VIBY J Denmark Tel: 456-28 22 11 Laser Forms Printer Quantel Ltd. Kenley House Kenley Lane Kenley, Surrey CR2 5Yr England 01-668-4151 Designers and Manufacturers of Digital Television Broadcasting Equipment; the Paint Box

Ryobi Limited 762 Mesaki-Cho Fuchu-Shi Hiroshima-Ken 726 Japan TexVDisplay Phototypesetters Scangraphic Dr. Boger GmbH Rissener Strasse 112-114 2000 Wedel/Hamburg West Germany (04103) 6021-25 Manufacturer of the Scantext Phototypesetting System, Frontend, Typesetter, Graphic Page, Logoscanner, Interfaces and Digital Fonts Simulation Excel A.S. Dag Hammarskjolds vei 15 Oslo 5 Norway Tel: 47-2-15 66 90 PAGEscan Digital Typesetter PAGEcomp Interactive Ad and Page Make-up Terminal Southern Systems, Inc. 2841 Cypress Creek Road Ft. Lauderdale, Fla. 33309 (305) 979-1000 Electronic Printing Systems Special Graphic Lettering Systems Holland B.V. Lijnbaanstraat 13 P.O. Box 525 2220 AM KATWIJK Holland 01718-26114/22871 Dry Transfer Lettering D. Stempel AG Hedderichstrasse 106-114 D-6000 Frankfurt 70 West Germany (069) 6068-0 Typefaces and Fonts for Analog and Digital Typesetters and other Visual Communication Equipment Sumitomo Bakelite Co., Ltd. 2-2, 1-chome, Uchisaiwai-cho Chiyoda-ku, Tokyo 100, Japan (03) 595-9391 Printwheels, Daisy Wheels and Thimbles. Tactype, Inc. 12 West 26th Street New York, N.Y. 10001 (212) 924-1800 Dry Transfer Letters Technographics/Film Fonts P.O. Box 552 Culver City, Calif. 90230 (213) 870-4828 Toll Free: 800-421-4106 Film Fonts, Studio Film Kits, and Alphabet Designers TypeMasters, Inc. 29-31 E. Lancaster Avenue Ardmore, Pa. 19003 (215) 649-2546 2" Film Fonts

URW Unternehmensberatung Karow Rubow Weber GmbH Harksheider Strasse 102 2000 Hamburg 65 West Germany (040) 602 1071 IKARUSDigital Type Production SIGNUSType Setting with Foils Varitronics Systems, Inc. 9959 Valley View Road Eden Prairie, Minn. 55344 (612) 944-5070 Merlin Electronic Lettering Systems for the Office VisiGraphics 8119 Central Avenue Washington, D.C. 20027 (301) 366-1144 Dry Transfer Letters Visual Graphics Corporation 5701 N.W. 94th Avenue Tamarac, Florida 33321 (305) 722-3000 Manufacturer of Photo Typositor and Original Typositor Film Fonts Xerox Corporation Corporate Font Center 701 South Aviation Boulevard El Segundo, Calif. 90245 Mail Stop A3-23 (213) 536-9721 Zipatone, Inc. 150 Fend Lane Hillside, Illinois 60162 (312) 449-5500 Dry Transfer Letters

AUTHORIZED SUPPLIERS OF ITC TYPEFACES IN DIGITAL FORM

ADOBE SYSTEMS INC. BITSTREAM INC. COMPUGRAPHIC CORPORATION D. STEMPEL AG URW UNTERNEHMENSBERATUNG AUTHORIZED DISTRIBUTORS OF ITC TYPEFACES AGFA-GEVAERT N.V. BITSTREAM INC. DATALOGICS INCORPORATED DELPHAX SYSTEMS DICOMED CORPORATION DIGITAL EQUIPMENT CORPORATION DIGITIZED INFORMATION SYSTEMS CORPORATION (GHENT, BELGIUM) EOCOM GENERAL OPTRONICS CORPORATION KANEMATSU ELECTRONICS LIMITED SCITEX CORPORATION LTD.

FOR FURTHER INFORMATION WRITE OR CALL: INTERNATIONAL TYPEFACE CORPORATION

HAMMARSKJOLD PLAZA, NEW YORK, NEW YORK

10017 (212) 371-0699

TELEX:

669204

Now You can order these ITC Type Specimen Booklets

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To obtain these handsomely designed, colorful ITC type specimen booklets, just complete this order form and mail it to us. All orders must be accompanied by a remittance.Please make checks payable, In U.S. funds, to ITC at: 2 Hammarskjold Plaza, NewYork, NY.10017, USA
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87

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Please Print
GIVEN NAME

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NOM

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COMPANY DELIVER TO BUSINESS HOME

FIRME DELIVREZ A TRAVAIL RESIDENCE PRIVEE LIEFERUNG AN FIRMA PRIVAT

STRASSE ADDRESS ADDRESSE CODE POSTAL POSTLEITZAHL UND ORT

CITY ZIP CODE

VILLE

LAND STATE PAYS UNTERSCHRIFT SIGNATURE SIGNATURE DATUM DATE DATE

My organization and/or I am involved In the visual communicano yes tions field I am a student yes _no

Mon organization et/ou je fais partit de communications visuelles non. _oui Je suis etudiant oui non.
-

Meine Firma und/oder ich sind auf dem Gebiet der v suellen Kommunikation tatig _ja _nein. Ich bin Student ja nein.

BUSINESS CLASSIFICATION:
(Check One Only)
(a) (b) (c) (d) Printing (Commercial, Instant, etc.). Typesetting (Commercial). Advertising Agency, Art Studio, Design, Freelance. Newspaper Magazine, Book Publishing. In-plant or corporate typesetting and other reproduction services. Education and/or Libraries. Government. Corporation Advertising Design, Promotion. Communication and information processing. Other

CLASSIFICATION PAR PROFESSIONS

(Ne cocher qu'une seule fonction)
(a) (b) (c) (d) (e) (f) Impression (Commerciale, Instantanee, etc.). Composition (Commerciale). Agence de publicite, Studio d'art, Conception, Independant Journal, Revue, Edition de livres, Composition faite sur place ou par une societe et autres services de reproduction. Enseignement et/ou bibliotheques. Governement. Publicite de societe, Conception, Promotion. Traitement de communications et d'informations. Autres.

FIRMENKLASSIFIZIERUNG
(Bitte eine ankreuzen)
(a) (b) (c) (d) (e) (f) (g) (h) (I) (t) Druckerei (Akzidenzdruck, Schnelldruck, usw.). Schriftsetzerei (Werk- oder Layoutsatz). Werbeagentur, Grafikdesignatelier, Freischaffender. 7eitungs-, Zeitschriften- oder Buchverlag. Firmeneigene Schriftsetzerei, Reproduktion oder Druckerei. Bildungsanstalt oder Bibliothek. Behorde. Werbe-,VerkaufsfOrderungs- oder Designabteilung von Industrie- oder Handelsfirma. Kommunikation und Datenverarbeitung. Sonstiges.

(e)
(g) (h) (i)

(g)
(h) (i) (t)

MY PRIMARY JOB FUNCTION IS:

(Check One Only)
(k) (I) (m) (n) (o) (p) Artist, Illustrator. Graphic Artist, Art Director Creative Director Display and Package Design. Pasteup Artist,Typographer, Keyboarder. Type Director, Type Buyer Advertising Manager Sales Promotion Manager. Production Manager Office Manager Printing Buyer Purchasing Agent. Editor, Writer Teacher, Instructor. Audio Visual. Principal Officer Secretary Typist, etc. Other.

MON ACTNITE PRINCIPALE EST:

(Ne cocher qu'une seule fonction)
(k) (I) (m) (n) (o) Artiste, Illustrateur. Artiste graphique, Directeur artistique, Directeur de creation. Conception de ('exposition et de l'empaquetage. Metteur en pages,Typographe, Claviste. Directeur de composition, Acquereur de caracteres d'imprimerie. Directeur de publicite, Directeur de la promotion des ventes. Directeur de production, Directeur de bureau. Acquereur de produits d'imprimerie, Agent propose 6 l'achat. Redacteur, Auteur, Professeur, lnstructeur. Audio-visual. Agent principal. Secretaire, Dactylographe, etc. Autres.

MEINE HAUPTBERUFSTATIGKEIT:
(Bitte eine ankreuzen)
(k) (I) (m) (n) (o) (p) (r) (s) (t) (u) (v) (w) (x) KUnstler, Illustrator. Grafiker, Art-Direldor, Kreativ-Direktor. Entwurf von yerpackungen oder Auslagen. Reinzeichner, Schriftsetzer. Typograf,Type-Direktor, Einkaufer von Schriftsatz. Werbe- oder VerkaufsfOrderungsleiter. Produktionsleiter, Burovorsteher. Drucksacheneinkaufer. Redakteur, Texter Lehrer, Ausbilder Audio-visuell. Firmeneigentrimer, leitender Angestellter. Sekretdrin, Stenotypistin, usw. Sonstiges.

(r)
(s) (t) (u) (v) (w) (x)

(p)
(q) (r) (s)

(t)
(u)
Iv)

NUMBER OF PERSONS EMPLOYED IN YOUR ORGANIZATION

(1)
(2) (3) (4) (5) (6)

1-9
10-19 20-49 50-99 100-249 950 and over

(w) (x)

ZAHL DER BESCHAFTIGTEN MEINER FIRMA ODER BEHORDE:

(1) (2) (3) (4) (5) (6) 1-9 10-19 20-49 50-99

NOMBRE DE PERSONNES EMPLOYEES DANS VOTRE FIRME

(1) (2) (3) (4) (5) (6) , 1-9 10-19 20-49 50-99

100-249
Ober 250

100-249
250 et plus

U&Ic 8/85

U&Ic 8/85

U&Ic 8/85

88 ITC Center Calendar of Events

The ITC Center was established to introduce new anc exciting typo/graphic arts experiences. It is a growing resource for students and orofessionals.

June 5-August 30

'MC 31

Future Exhibitions November 6,1985-January 10,1986. Typographic Treasures: The Calligraphy, Typography and Design of Gudrun and Hermann Zapf Hours:12:00 noon5:00 p.m. Open Monday-Friday (Closed September 2, 16, 25; October 14; November 11, 27 28, 29 and December 24, 25 and 31) Admission: Free ITC Center 2 Hammarskjold Plaza (866 Second Avenue, between 46th and 47th Streets) 3rd Floor, New York, New York 10017 For more information and group reservations call (212) 371-0699.

FATF OF T FART
September 11-October 26 The Fate of the Earth "The Fate of the Earth," by Jonathan Schell discusses the probable effect of a nuclear holocaust on life as we know it. In the first Herb Lubalin International Student Design Competition, students from throughout the world show us their graphic interpretations of this threat. Members of the jury were ape Pineles Burtin, Richard Danne, Steff Geissbuhler, George Lois and Bradbury Thompson.

TDC 31-The 31st Annual Type Directors Club Exhibition More than two hundred examples, representing some of the best typographic work of 1984, include outstanding typographic and calligraphic art by leading designers, artists and type directors throughout the world.

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