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Graphic Design History

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A Fresh Look at the History of Graphic Design Graphic Design History, 2ndedition is a critical approach to the history of graphic design. Organized chronologically, the book demonstrates the connection to the current practices of graphic arts, visual expression, and design with its engaging narrative and special features. With new images, chapter revisions, and features like Tools of the Trade, the authors stay true to connecting what designers do every day to a history of innovative graphic forms and effects. The MySearchLab with eText provides students and professors a new and exciting way to view Graphic Design History. Instructor PowerPoints featuring nearly all of the images from the text make class preparation easier than ever with this new edition. A better teaching and learning experience This program will provide a better teaching and learning experience for you and your students. Here's how: Personalize Learning- The new MySearchLab delivers proven results in helping students succeed, provides engaging experiences that personalize learning, and comes from a trusted partner with educational expertise and a deep commitment to helping students and instructors achieve their goals. Improve Critical Thinking- Chapters are framed by critical issues and historical themes so that students can fully grasp an understanding of the history of graphic design. Engage Students- Timelines and images with detailed captions easily highlight relevant information for students. Support Instructors- New MySearchLab with eText and high resolution PowerPoint are available for this text. Note:MySearchLab with eText does not come automatically packaged with this text. To purchase MySearchLab with eText, please visitwww.mysearchlab.comor you can purchase a ValuePack of the text + MySearchLab with eText (at no additional cost). ValuePack ISBN-10: 0205867715 / ValuePack ISBN-13: 9780205867714

Author Biography

Johanna Drucker is the Breslauer Professor of Bibliographical Studies at the University of California, Los Angeles. She has been on the faculty of Yale University, SUNY Purchase, Columbia University, and the University of Virginia, as well as holding a Mellon Faculty Fellowship at Harvard, a Fulbright Fellowship, and a Getty Fellowship. Her previous publications include The Alphabetic Labyrinth (1995), The Century of Artists’ Books (1995), The Visible Word (1994), and Sweet Dreams (2005). She is also known for her work as a book artist and visual poet.


Emily McVarish is Associate Professor of Graphic Design at California College of the Arts, where she teaches experimental typography and writing, design history and theory, and topical studios. A writer, designer, and book artist, she has maintained a hybrid practice in San Francisco since 1990. Her work has been exhibited internationally, published by Granary Books, and collected by Harvard University and the British Library, among other major libraries and museums. Her writing has been featured in Visible Language and Design and Culture.


Table of Contents

In this Section:

1. Brief Table of Contents

2. Full Table of Contents



Chapter 1    From Prehistory to Early Writing 35,000—500 BCE    

Chapter 2    Classical Literacy 700 BCE—400 CE   

Chapter 3    Medieval Letterforms and Book Formats 400—1450     

Chapter 4    Renaissance Design: Standardization and Modularization in Print 1450—1660      

Chapter 5    Modern Typography and the Creation of the Public Sphere 1660—1800    

Chapter 6    The Graphic Effects of Industrial Production 1800—1850      

Chapter 7     Mass Mediation 1850—1900s      

Chapter 8     Formations of the Modern Movement 1880s—1910s      

Chapter 9     Innovation and Persuasion 1910—1930      

Chapter 10  The Culture of Consumption 1920s—1930s     

Chapter 11  Public Interest Campaigns and Information Design 1930s—1950s     

Chapter 12  Corporate Identities and International Style 1950s—1970s     

Chapter 13  Pop and Protest 1960s—1970s      

Chapter 14  Postmodernism in Design 1970s—1980s and Beyond  

Chapter 15  Digital Design 1970s—2000s

Chapter 16  Graphic Design and Globalization     



Chapter 1: From Prehistory to Early Writing 35,000—500 BCE     




Early writing

The spread of writing as idea and script

The alphabet



Tools of the trade


Chapter 2: Classical Literacy 700 BCE—400 CE    

Variations of literacy and the alphabet

The function of graphic codes

Models of writing: gestural and constructed

Writing at the end of the Classical age



Tools of the trade


Chapter 3: Medieval Letterforms and Book Formats 400—1450    

Medieval culture and graphic communication

Graphic media and contexts

The codex book

Letterforms, manuscript hands, and pattern books

Graphic forms of knowledge

Publishing communities and graphic arts



Tools of the trade


Chapter 4: Renaissance Design: Standardization and Modularization in Print 1450—1660     

Early print design

Graphic communication in Renaissance culture

Print technology and type design

Graphic forms of knowledge



Tools of the trade


Chapter 5: Modern Typography and the Creation of the Public Sphere 1660—1800   

Printed matter and the public sphere

Newsbooks, broadsheets, and newspapers

Politics and the press

Graphic arts and design

Modern type design

On the edge of industrialization



Tools of the trade


Chapter 6: The Graphic Effects of Industrial Production 1800—1850     

Industrialization and visual culture

Illustrated papers

Book design for mass production

Printing images

Advertising design and typography

Fine art and graphic art

Critical issues



Tools of the trade


Chapter 7: Mass Mediation 1850—1900s     

Printed mass media

Changes in print technology

Changing patterns in the use of graphic media

Media networks

Graphic design and advertising

Posters and public space



Tools of the trade


Chapter 8: Formations of the Modern Movement 1880s—1910s     

Responses to industrialism

Arts and Crafts publications

Arts and Crafts dissemination

Art Nouveau


Viennese design

Decadence and Aestheticism

The private press movement and modern design

Integration of design and industry



Tools of the trade


Chapter 9: Innovation and Persuasion 1910—1930     

Visual culture and avant-garde design

The graphic impact of Futurism and Dada

From experiment to principles

Propaganda and mass communication studies

Graphic persuasion and its effects

Institutionalizing graphic design



Tools of the trade


Chapter 10: The Culture of Consumption 1920s—1930s    

Designing the modern lifestyle

Modern style in graphic design

Consumer culture

The profession



Tools of the trade


Chapter 11: Public Interest Campaigns and Information Design 1930s—1950s    

Public interest and education

Photojournalism and documentary

Wartime propaganda

Wartime information

Commercial and technical uses of information design

Information analysis and design process



Tools of the trade


Chapter 12: Corporate Identities and International Style 1950s—1970s     

Image and identity systems

International style

Style, systems, and graphic design concepts


The profession



Tools of the trade


Chapter 13: Pop and Protest 1960s—1970s     

Pop culture and style

Self-conscious graphic design

Slick surfaces and high production values

Counterculture and the alternative press

Revolutionary culture and protest

Changes in the profession

Critical vocabulary



Tools of the trade


Chapter 14: Postmodernism in Design 1970s—1980s and Beyond    

Postmodern styles

Postmodern consumption and conservatism

Critical theory and postmodern sensibility

Postmodernism and activism

Changes in the profession



Tools of the trade


Chapter 15: Digital Design 1970s—2000s     

Digital technology: from punch cards and plotters to desktop computing

Media transitions: type design and publications

Fluidity and functionality

The myth of immateriality and challenges of digital design



Tools of the trade


Chapter 16: Graphic Design and Globalization     

Globalization and design

Global encounters in design

Global networks and technology



Tools of the trade


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