WELCOME
Graphic
Design
History
Professor John Battista De Santis
Bernhard
What
is
- =+
Graphic
Design?
Graphic
l e s s i s m o r e
Design
History
Professor John Battista De Santis
Video-Discussion - What is graphic design?
"How do you define graphic design?"
Graphic Design surrounds us: it is the signs we read, the
products we buy, and the rooms we inhabit.
Graphic designers work towards the ultimate goal of visually
https://www.youtube.com/watch?v=sTi5SNgxE3U&feature=youtu.be
communicating a message, whatever the project.
https://www.youtube.com/watch?v=sTi5SNgxE3U&list=PLeDXhH7-X3qKNCXU2Xr2CS3WmMX5--Yre
https://www.youtube.com/watch?v=sTi5SNgxE3U&list=PLjBWp61020wxqb-4bTtdIP-o9dCM0f9Te
Utilizing a language of type and imagery, graphic designers
HTTPS://YOUTU.BE/STI5SNGXE3U
make every aspect of our lives defined and beautiful.
The term
"graphic design"
- =+ was coined
by
William Addison
Dwiggins
l e s s i s m o r e
Graphic
Design
History
Professor John Battista De San
... in 1922
However, the origins of graphic design can be traced from the origins of hu-
man existence, from the caves of Lascaux, to Rome's Trajan's Column to the
illuminated manuscripts of the Middle Ages, the first "branding campaigns" of
Campari, to the neon lights of Ginza, Tokyo. The term did not achieve wide-
spread usage until after the Second World War.
Graphic - Latin "graphicus of painting or drawing "
Greek graphikós able to draw or paint,
equivalent to gráph(ein) to draw, write carve (graffiti)
De - Latin dē-, prefix "of"
Sign - L atin signāre to "mark with" a sign, inscribe, affix a seal to,
Latin dēsignāre to mark out
10 Graphic Design History • OPEN CAMPUS The New School • Summer 2019
Graphic Design History
William Addison Dwiggins, was an American type designer,
calligrapher, and book designer.
Dwiggins was perhaps more responsible than any other designer
for the marked improvement in book design in the 1920s and
1930s. He gained recognition as a calligrapher and wrote on the
graphic arts, his book Layout in Advertising (1928; rev. ed.
1949) remains standard.
What is graphic design? 1319: It's Illuminated manuscripts
HTTPS://TWITTER.COM/MGOLDST/STATUS/1018243341920735232
1419: It's woodblock printing
10019BCE: It's cave painting
1519: It's movable type books
3019BCE: It's Sumerian pictographs script
1619: it's woodcut illustration
2019BCE: It's cuneiform
1719: it's typography
1719BCE: It's Law Code of Hammurabi
1819: it's Industrial
1619BCE: It's Stamp Seal Mesopotamia
1919: it’s Futurist
1319BCE: It's the Book of the Dead
1922: it’s graphic design
1119BCE: It's Phoenician alphabet
1929: it’s Bauhaus
1019BCE: It's Greek alphabet
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1939: it’s Swiss
819BCE: It's Aramaic alphabet
1949: it’s International
519BCE: It's Babylon
1959: it’s advertising
419BCE: It's Demotic scrip
1969: it’s Modernist
319BCE: It's Euclid’s geometry
1979: it’s logos
219BCE: It's Small-seal calligraphy
1989: it’s bright
119BCE: It's Trajan Column
1999: it’s grunge
19BCE: It's parchment codex/roman letters
2009: it’s websites
119: It's paper invented in china
2019: What is graphic design?
219: It's Greek uncials
319: It's Chops identifying seals; It’s memes
419: It's Vatican Vergil
519: It's Early Arabic alphabet the ability to interpret common situations
619: It's Insular script and their emotional connection, through
719: It's Chinese relief printing; visual communication, that is genuine
l e s s i s graphic
m odesign
r e
819: It's the Book of Kells
919: It's Caroline Europe
It’s apps It’s UI/UX It’s AI 2020-beyond
1019: It's movable type in China
1119: It's paper in Europe It’s what you want it to be
1219: It's Illuminated manuscripts
It's been swamped &consumed by marketing
Graphic design is the process
- =+
of visual communication and
problem-solving through
the use of typography,
photography and illustration.
l e s s i s m o r e
Graphic
Design
- =
Technique +
Graphic
l e s s i s m o Design
r e
History
Professor John Battista De Santis
The Creative Process
1
REACTION
Grab Their Attention
16 Graphic Design History
2
RELEVANT
Knowing the Audience
3
RESPONSE
Make Things Happen
Design
- = +
Technology
l e s s i s m o r e
https://www.tdc.org/competitionwriteup/tdc-typeface-design-winners-2016/
Graphic upper case
Design
21 Graphic Design History
Design
IN - =+
History
Graphic
l e s s i s m o Design
r e
History
Professor John Battista De Santis
Giambattista
Bodoni
After 200 years Bodoni’s aesthetic sense
serves as a guide to all typographers.
His fame became comparable to
today’s rock star.
Visitors flocked to his print works on the
banks of a river Parma, to get see him
working in his studio.
Benjamin Franklin, a printer himself,
wrote a fan letter.
In 1805, emperor Napoleon & empress
Josephine visited the city to see him.
25 Graphic Design History • OPEN CAMPUS The New School • Summer 2019
Graphic Design History
1804 1896
Industrial Revolution
Graphic Design
When was the
First
Designer Portfolio
Created?
1927
"Depero futurista : 1913-1927 / Dinamo-Azar"
“a typographic
racing car”
By Fortunato Depero,
Italian Futurist artist/
designer 1892-1960
Known as “The Bolted Book” because of its bind-
ing using two aluminum industrial bolts
Libro imbullonato
Why the bolts?
Why the bolts?
It would scar both books
next to it if you slipped
it onto a tightly packed
bookshelf.
The bolts prevented the
book from lying flat.
Symbolized the disruption
of status quo,
the machine age,
the "future"
Futurism
Widely considered to be the
first artist monograph.
240 pages, 146 with text or im-
ages, many of are purely typo-
graphic.
About 25-30 typefaces and
16 families
The book itself is an interesting
and unusual design object.
The bolts that hold the book
together at its spine can be
opened, and the pages taken
out
It was a also an entirely new type of publication that would go on
to become a mainstay of the art world.
Depero was one of the first self-promotional artists–a concept that
has exploded today with the rise of social media and the internet.
Printed around 1,000 copies, (25cmx32cm ) for art collectors and poten-
tial clients. He even made four or five with metal covers for special clients.
Bolted Book Typefaces
https://www.fastcodesign.com/3064666/the-worlds-first-artist-portfolio-is-getting-a-reprint
The Bolted Book http:///boltedbook.com
THE BOLTED BOOK
https://commons.pratt.edu/boltedbook/
First Selfie?
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l e s s i s m o r e
George Eastman 1888
The First
Trademark?
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l e s s i s m o r e
The First Logo to be Trademarked in 1875
.
Ray Tomlinson
Projects
Assignments
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Graphic
l e s s i s m o r e
Design
History
Professor John Battista De Santis
Projects Assignments
Period of Design Review - Weekly Assignments.
Students will review Graphic Design Period of The Week and find four contemporary
examples in the style of the weeks design period. Compare the contemporary work
with period work then post to Canvas Site. Course Final students will create one multi
page PDF
Purpose Increase familiarity with characteristics of styles.
See influences of historical design references in current graphic design/ advertising.
Period of Design Discussion - Weekly Assignments.
Students will review Graph in Canvas
Found Design Concept Book -Weekly Assignments.
Students will post examples of found real world graphic design and discuss on Canvas
site. Semester end deliverable: a multi page PDF with images uploaded to Canvas site
Graphic Design History
Design Heros -
Student will research designers from the periods of Graphic Design history and sub-
mit short research and examples of their work. Then post to Canvas site.
Design Talk -
Student will review and critique graphic design work poste by instructor. Then post
comments to Canvas site.
Morning at The Museum -
We will visit museum online collections, you will select 2-3 works related to the graph-
ic design period of week and give your review of the work posted to Canvas site.
Optional activities
create your own camera obscura and post image
To make your own camera obscura try to get an image and post to site,
try one of these methods
Simple Box https://kids.nationalgeographic.com/explore/books/pinhole-camera/ (Links to an external site.)
Your Room https://petapixel.com/2014/05/12/diy-tutorial-convert-room-camera-obscura/
https://petapixel.com/2014/05/12/diy-tutorial-convert-room-camera-obscura/
Graphic Design History
Period of
Design
- =
Discussion+
l e s s i s m o r e
Design Period of The Week Discussion
Graphic Design History
Graphic Design
Period of Week
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Usage Today
l e s s i s m o r e
Period of Design Review
John De Santis Found Design Concept Book
ontemporary applications of
C
Roman
classic design styles.
Conveying the appropriate his-
torical style of design helps
communicate a specific atti-
tude or mood. This project is a
multi page PDF document with
image collection of current
samples of classic design
styles, one per page
For the end of semester your
will compile all your pages into
final document
Specs
Name file “Last Name_First_
Name_Periods of Design.pdf
• Size: 8.5”x11” PDF document
• Caption your pages
Graphic Design History
Assignment - Period of Design Review
Graphic Design History
CHOC
France, 1955
Designed
by Roger Excoffon,
French typographer
graphic designer
Departed from
Modernist trends of
midcentury type design.
He created a diverse ar-
ray of typefaces during
the 1940s and 50s
Period of Design Project • Nine Periods of Design
Styles
• The Invention of Writing • De Stijl
• Egyptian • Futurism
• Asian Contribution • Bauhaus
• Medieval • Art Deco
• Printing Comes to Europe • The New York School
• Renaissance Graphic Design • International Graphic Design:
• An Era of Typographic Genius • Sixties
• Graphic Design/Industrial Revolution. • Psychedelic Graphic Design Style:
• Victorian • Post Modern Graphic Design Style:
• Wood Type Poster • Grunge Graphic Design Style:
• Arts & Crafts • New Wave
• Art Nouveau • Punk
• Dada: • Millennium
• Constructivism
Graphic Design History
Found Design
Due End of Semester
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l e s s i s m o r e
Found Design Project
Students will compile their post im-
ages from semester of examples of
found local graphic design.
Semester end deliverable:
a multi page PDF with images up-
loaded to Canvas site.
Specs
Name file “Last Name_First_Name_
Found_Design.pdf"
• Size: 8.5”x11” PDF document
• Caption your pages
Graphic Design History
Design
Heros- =+
l e s s i s m o r e
“If you can design one thing,
you can design everything.”
— Massimo Vignelli
“Most people who use Helvetica use it because
it’s ubiquitous. It’s like going to McDonalds
instead of thinking about food.
Because it’s there, it’s on every street corner.
So let’s eat crap, because it’s on the corner.
— Erik Spiekermann
59 Graphic Design History • OPEN CAMPUS The New School • Summer 2019
Graphic Design History
The First
"American"
-
Graphic = +
Designer?
l e s s i s m o r e
Ben Franklin The First American Graphic Designer
Join, or Die the earliest known political cartoon in North America first published in 1752,
Join, or Die continues to have an iconic status throughout the world.
The design remains a popular basis for many designs in sub and counter-cultures, from
tattoos to skateboard decks.
Graphic design in the United States began with Benjamin Franklin who used his newspa-
per, The Pennsylvania Gazette, to master the art of publicity to promote his own books
and to influence the masses.
Franklin added 14-point type for the first line of the advertisement;
making "headlines"
Franklin added illustrations
Franklin was the first to utilize logos,
Franklin taught advertisers that the use of detail was important
in marketing their products. Some advertisements ran for 10-20 lines, including color,
names, varieties, and sizes of the goods that were offered.[citation needed
63 Graphic Design History • OPEN CAMPUS The New School • Summer 2019
Graphic Design History
Design Heros
Student Research designers from the
Periods of Graphic Design History and
submit short research and examples of
their work. Then post to Canvas site.
Massimo Vignelli
Massimo was born in Milan in 1931, he came to
America in 1957. His work covers nearly every field
of design including advertising, identity, packaging,
product, industrial, interior and architectural de-
sign. An avid fan of modernism, his work is always
very clear and concise with no clutter or unneces-
sary material.
His first major foray into the field of identity and
branding was through Unimark International,
which quickly became one of the largest design
studios in the world. He has designed identities for
international corporations including American Air-
lines (which is the only airline to have not changed
their identity in the past 50 years), Bloomingdales
and Knoll. He favors a clarity in design and is a
huge fan of using Helvetica, which can be seen in
much of his work.
Graphic Design History
Massimo Vignelli
The Five
Essential
Typefaces
Bodoni
Helvetica
Times
New Roman
Century
Futura
65 Graphic Design History
Morning
at the
-
Museum = +
l e s s i s m o r e
Morning at The Museum -
We will visit three museum online collec-
tions, you will select 2-3 works related to the
graphic design period of week and give your
review of the work posted to Canvas site.
Graphic Design History
Morning at the Museum • Visit Online • Select • Discuss
The Herb Lubalin Study Center of Design & Typography
http://lubalincenter.cooper.edu/ http://lubalincenter.cooper.edu/
http://flatfile.lubalincenter.com/
http://lubalin100.com/
Located at The Cooper Union, http://www.typeroom.eu/article/introducing-herb-lubalin-work-context
http://avantgarde.110west40th.com/
http://eros.110west40th.com/
41 Cooper Square, Room LL119
New York NY
Graphic Design History
Morning Museum
Cooper Hewitt
Visit Online • Select • Discuss
Field Trip critique:
1. Create a post on the class site
about this field trip
Post Content to your field trip
page:
3. Choose one work, photograph it
Include the image you took at the
gallery.
4. Note what was the type of work,
poster designer, date produced,
brochure etc.
Crit the work.
How does it work in terms of con-
cept, purpose and design
Graphic Design History
Morning Museum
The Harvard
Art Museums
Bauhaus Collection
https://www.harvardartmuseums.org/tour/the-bauhaus
The Harvard Art Muse-
ums hold one of the first
and largest collections
relating to the Bauhaus,
the 20th century’s most
influential school of art
and design.
Visit Online
Select
Discuss
Morning Museum Visit Online • Select • Discuss
The Morgan Library
Online Collection https://www.themorgan.org/collection
Graphic Design History
Optional Activity
Camera Obscura
- =+
l e s s i s m o r e
Optional Activities: Create your own camera obscura
Make your own camera ob-
scura try to get an image and
post to site,
try one of these methods
Simple Box https://kids.nationalgeographic.
com/explore/books/pinhole-camera/
Your Room https://petapixel.com/2014/05/12/diy-tuto-
rial-convert-room-camera-obscura/
https://petapixel.com/2014/05/12/diy-tutorial-convert-
room-camera-obscura/
Graphic Design History
Name
That
-
Design =+
l e s s i s m o r e
What year was the First Sans Serif typeface designed
1816 The First Sans Serif
Lecture: xxxx xxxxxxxxx
English Egyptian
William Caslon IV.
of the Caslon foundry,
London
Re-released in 1988 and again 2014
https://www.behance.net/gallery/14802153/Two-Lines-English-Egyptian-Digital-Revival
https://fontsinuse.com/typefaces/41923/caslons-egyptian
Reading
- =+
l e s s i s m o r e
Required Reading
Online at the New School Library
Meggs' History of Graphic Design
6th Edition
by Philip B. Meggs, Alston W. Purvis
http://bobcat.library.nyu.edu/primo-explore/fulldisplay?docid=nyu_aleph005978938&context=U&vid=NS2-NUI&lang=en_US
Recommended Readings
Graphic Design History
2nd Edition
by Johanna Drucker Emily McVarish
Graphic Design: A New History
2nd Edition
by Stephen J. Eskilson
The History of Graphic Design. Vol. 1, 1890–1959
The History of Graphic Design. Vol. 2, 1960–Today
by Jens Müller
The Elements of Typographic Style: Version 4.0:
20th Anniversary Edition 4 Anv Edition
by Robert Bringhurst
Hartley and Marks Publishers; (2013)
Online Publications
- =+
l e s s i s m o r e
VER SACRUM The Vienna Secession Art Magazine 1898-1903
https://www.belvedere.at/bel_de/forschung/bibliothek
Graphic Design History
The Bolted Book http:///boltedbook.com
Graphic Design History
The Morgan Library Gutenberg Bible Online
The Morgan Library & Museum is the only institution in the world to possess three copies of the Gutenberg Bible,
https://www.themorgan.org/collections/works/gutenberg/page/2
Graphic Design History
Trademarks & Symbols Volume 1:
Alphabetical Designs By Yasaburo Kuwayama
http://trademarksandsymbols.com/
Trademarks & Symbols Volume 2
http://nfgraphics.com/downloads/vol2.pdf
http://www.designhistory.org/Symbols_pages/symbols.html
Graphic Design History
The Book of Kells
794–806 ce
https://digitalcollections.tcd.ie/home/index.php?DRIS_ID=MS58_003v
Giambattista Bodoni Manuale Tipografico
Parma, 1818. 13 1/8 inches x 9 inches, 2 volumes: over 600 pages long and contained 265 pages of roman characters,
“imperceptibly declining in size, romans, italics, and script types, and the series of 125 capital letters; 181 pages of Greek
and Oriental characters; 1036 decorations and 31 borders; followed in the last 20 pages by symbols, ciphers, numerals,
and musical example
http://bibliotecabodoni.net/libro/manuale-tipografico-1
Graphic Design History
F us
P ha
u
BAU
ks a
REE
D
oo B
B ee
- =+
Fr
l e s s i s m o r e
https://monoskop.org/Bauhaus
Avant Garde http://avantgarde.110west40th.com/
http://eros.110west40th.com/
Eros http://lubalincenter.cooper.edu/
http://flatfile.lubalincenter.com/
http://lubalin100.com/
http://www.typeroom.eu/article/introducing-
herb-lubalin-work-context
http://avantgarde.110west40th.com/
http://eros.110west40th.com/
Emigre Magazine https://www.emigre.com/Magazine
Graphic Design History
Graphis Graphic Design Archives
http://www.graphis.com/archives
Graphic Design History
Video
Resources
- =+
l e s s i s m o r e
Let's Watch
Spiekerman
https://www.designative.info/2014/09/25/watch-erik-spiekermanns-type-is-visible-language-talk/
https://www.youtube.com/watch?v=SG0Ou07IDhQ
pronuce https://youtu.be/os4lUpj3nvw
Bierut think design
https://www.youtube.com/watch?list=PLJNicbuBz8XMBjc1ZFyrxR8RvAagPVuSE&time_continue=4&v=RanfCx18gi4
At and copy
https://youtu.be/fBksrtEXGCw
Milton Glaser: To Inform and Delight, 2009
https://youtu.be/jZ1YHqgZzGQ
Why Man Creates, 1968
https://youtu.be/ukujYXHhMxQ
bass on titles
https://www.youtube.com/watch?v=DKu6EVKiNbg
Design is one
https://pratt.kanopy.com/playlist/1988360
Helvetica
https://youtu.be/FF5lnuwH21k
https://www.youtube.com/watch?v=9g3Ogtgleyg
https://youtu.be/McZSUjP1AcE
http://youtu.be/wkoX0pEwSCw
Let's Watch https://pratt.kanopystreaming.com/playlist/1988360
Dieter ram
https://www.youtube.com/watch?v=38r_3ZKZIgg
Design and thinking
https://youtu.be/Tcsh4jCuLt0
No logo
https://youtu.be/6ZpnZ6s6NWM
Exit through the gift shop (2010, Banksy) http://youtu.be/oHJBdDSTbLw
Milton Glaser: To Inform and Delight (2008, Wendy Keys) http://youtu.be/zH-o1r7gYgc
Design & Thinking (2012, Mu-Ming Tsai) http://youtu.be/uilcaXYnluU
The Universal Arts of Graphic Design (2012, PBS) http://youtu.be/sTi5SNgxE3U
Graphic means https://vimeo.com/157620840
http://designthinkingmovie.com/
http://designisonefilm.com/
http://www.artandcopyfilm.org/
With new for 2017 Netflix series Abstract: The Art of Design
naked brand
https://www.designernews.co/stories/28774-7-graphic-design-documentary-you-should-be-watching
https://www.creativebloq.com/features/the-top-10-design-related-movies
Let's Watch
https://www.youtube.com/watch?v=sTi5SNgxE3U&feature=youtu.be
https://www.youtube.com/watch?v=sTi5SNgxE3U&list=PLeDXhH7-X3qKNCXU2Xr2CS3WmMX5--Yre
https://www.youtube.com/watch?v=sTi5SNgxE3U&list=PLjBWp61020wxqb-4bTtdIP-o9dCM0f9Te
https://youtu.be/sTi5SNgxE3U
Typography PBS
https://www.youtube.com/watch?v=eKKDL6lekmA
Resources
- =+
l e s s i s m o r e
Graphic Design History Online Resources
CANVAS https://canvas.newschool.edu/courses/1446516
Class Online Resources
New School Library
https://library.newschool.edu/
Meggs' History of Graphic Design 6th Edition
by Philip B. Meggs, Alston W. Purvis
http://bobcat.library.nyu.edu/primo-explore/fulldisplay?docid=nyu_aleph005978938&context=U&vid=NS2-NUI&lang=en_US
Graphic Design History Class Online Resources
Social Twitter
https://twitter.com/JohnBDeSantis
Class Online Resources
Social Twitter Pinterest http://pin.it/j4JKhO
