Free PDF Typographic Communications Today (MIT Press), by Edward M. Gottschall
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Typographic Communications Today (MIT Press), by Edward M. Gottschall
Free PDF Typographic Communications Today (MIT Press), by Edward M. Gottschall
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Suddenly, the universe of people making typographical decisions has expanded. Effective visual communication through the informed manipulation of the size and style of type, its placement on a two dimensional surface, its integration with graphic material, and the quality of its reproduction is within reach of anyone who has a computer. Typographic Communications Today places this phenomenon in historical perspective, covering the whole of 20th century graphic design.With over 900 illustrations, more than 500 in color, it is an essential reference book for graphic artists and designers and for those who, regardless of profession are involved in design choices. It clarifies the options available in this new era of print while at the same time examining the new technologies in the context of art history. The numerous quotations by first rate designers make this a treasury of good thinking about the hows and whys of typographic design.Types are displayed and grid systems employed as they are being discussed. Gottschall's lively commentary examines the many typographic solutions designers have evolved for communication problems, beginning with the creative solutions devised by artists, painters, architects, poets and concluding with the new opportunities and challenges posed by computers and laser technologySeveral chapters focus on how these technologies have changed the ways typefaces are being designed and used. Gottschall explains how terminals, output devices, networks, scanners, and software have revolutionized the world of typesetting and given graphic designers a whole new set of tools, freedoms, and restrictions. The chapter "Bits, Bytes, and Typographic Design," for example, offers a state of the art review of keyboarding on terminals, image scanning, electronic filing, and networking. Not only does Gottschall discuss the role of personal computers and word processing software, he also reviews the packages and languages available from all of the major corporate players Apple, Xerox, Wang, IBM AT&T, Interleaf, and many others and evaluates the future of such possibilities as X-ray chip etching.Edward M. Gottschall is Vice Chairman of International Typeface Corporation and Editor of U&lc magazine.
- Sales Rank: #2084161 in Books
- Published on: 1989-02-10
- Original language: English
- Number of items: 1
- Dimensions: 14.30" h x .90" w x 10.70" l, 4.72 pounds
- Binding: Hardcover
- 256 pages
About the Author
Edward M. Gottschall is Vice Chairman of International Typeface Corporation and Editor of U&lc magazine.
Most helpful customer reviews
5 of 5 people found the following review helpful.
Just your type
By Robin
In the early eighties Aaron Burns, boss of the International Typeface Corporation suggested to Ed Gottschall the idea for this book. It was published in 1989 which will give you an idea of how long this monumental type study took to produce. To sum up twentieth century typography in one book would seem a project too far but I think Ed Gottschall has succeeded. He has managed to capture the typographic feel of Europe in the early years of the last century and then brought it up to date (least to the mid-eighties) with typography in America, Europe and the Far East. Incidentally the early years include the inputs of European fine arts and the Bauhaus.
The book is actually in three parts, the history of typographic design to Seventies then there is a long section dealing with actual typefaces and the beginnings of computer setting followed by the final section on typographic design from 1970. It is basically a visual book, handsomely designed by Mo Lebowitz, with hundreds of color and black and white illustrations. I think it is worth saying that this is not a design problem solving book in the practical sense but a stimulating history of type and how designers used letterforms to communicate ideas.
If you work in the creative design areas of print this book will certainly interest you. Incidentally it's worth searching around the web for some inexpensive copies of the book.
***FOR AN INSIDE LOOK click 'customer images' under the cover.
5 of 6 people found the following review helpful.
A Great Book on the Graphics Arts
By William Weller
This book is a hodge-podge of graphic arts and typography. It has little bit of everything: modern and historical examples of the uses of typefaces in advertising, business and the graphic arts. It is published by the International Typeface Corporation and is printed on a very dense glossy paper by Nai Nippon Printing Co. Japan. The quality of the printing is suberb; the colors and details are stunning. It is expensive and worth every cent.
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