a century of type
DESCRIPTION
This book is dedicated to the evolution of typography.TRANSCRIPT
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tara gerke, fall 2012
MUSIC
A CENTURY OF TYPE
THROUGH
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PROJECT OVERVIEW
This past semester I came to the realization that I am ex-
tremely interested in typography and the way art styles have
developed over time. Due to my newfound interest, I decided
to create a poster series of a century of typography. I was
initially inspired by the Sony Records music timeline which
demonstrates music development through song titles. After
researching this project, I decided to use popular songs
from each decade to represent the evolution of type. When
I first began, I knew that there would be dozens of styles for
each decade, but I also knew that I only had three weeks to
complete this project. Thus, in lieu of saving time, I decided
to focus on one style from each decade. I hope one day I
can elaborate on this book and create a much more in depth
version of the project, but until then; enjoy!
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1900-1910 OVERVIEW
At the start of the 20th century the Art Nouveau period was
in one of its prime moments as it spread to America through
the covers of magazines including Harpers and Scribners.
Art Nouveau descended from the Arts and Crafts movement
which originated in the late 19th century. Art Nouveau was
the first style that beautified industrial products and was the
first international style used by all of Europe and America. It
was a rebellion against Victorian sensibilities and used lots
of energetic and organic plant-like vines in artwork.
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1900-1910 INSPIRATION
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F.A. Mills, 1904
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1910-1920 OVERVIEW
Every nation that participated in World War I which lasted
from 1914 until 1918 used propaganda posters. These posters
were used to justify each nation’s involvement and to gather
men, money and resources for their military. The United
States, who didn’t join the war until April of 1917 produced
more propaganda posters than any other single nation. At
the time, much of America was not eager to enter the war
so these posters were especially necessary to convince citi-
zens to support the war. The American propaganda posters
used bold styles in order to get their message across in the
simplest way. They almost always included the prominent
American colors of Red, White, and Blue. The famous Uncle
Sam’s “I Want You” poster first appeared in World War I.
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1910-1920 INSPIRATION
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AMERICAN FOLKLORE 1917
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1920-1930 OVERVIEW
In the mid-1920’s, the style now known as Art Deco was
developing. Art Deco began about 1925 and lasted until
1940. The style uses geometric shapes, strong vertical lines,
Egyptian zigzags, sunbursts, bold curves, and patterns. This
period had one of the largest impacts on typography. The
typefaces often used thick base forms with filler shapes and
lines. Broadway is one of the typefaces that was devised
during this period that is often used today. Art Deco is one
of the first art periods that was not based on political ideol-
ogy. It quickly gained popular acceptance and was present
in people’s everyday lives. Art deco is known for representing
luxury, extravagance, and glamour. This style embraced the
machine-age culture, consumerism and speed as it was the
complete embodiment of modernism.
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1920-1930 INSPIRATION
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25‘
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1930-1940 OVERVIEW
The 1930’s to 1940’s was a continuation of the Art Deco Style.
By the 1930’s popular culture had completely embraced Mod-
ernism. When the Great Depression hit, American Art Deco
displayed beauty and strength in a time that America was
falling apart. Products and advertisements were designed to
give hope for a better future. As World War II drew near, the
Art Deco styles faded out as new designs and World War II
propaganda took the lead.
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1930-1940 INSPIRATION
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SOMEWHEREOVER THE RAINBOW
WAY UP HIGHTHERE’S A LAND THAT I HEARD OF
ONCE IN A LULLABY.SOMEWHERE OVER THE RAINBOW
SKIES ARE BLUEAND THE DREAMS
REALLY DO COME TRUETHAT YOU DARE TO DREAM
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1940-1950 OVERVIEW
World War II began September of 1939 and ended exactly
six years later in 1945. American propaganda was used to
create hate for the enemy and support for America’s allies.
These posters urged public effort for war production and
promoted money saving movements including victory gardens
and recycling. World War I posters had been considered a
violation of basic rights and misinformation, so at first the
American government was reluctant to create propaganda
for the Second World War. When the government eventu-
ally did create posters promoting the war, they insisted they
were only providing information. The United States produced
more propaganda posters than any other country just like
World War I. Over 200,000 designs were printed. World War
II propaganda was very bright and bold, portraying War as
a good thing. Just like World War I, American propaganda
continued to use the red, white, and blue colors although
yellow was oftentimes added as an additional color.
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1940-1950 INSPIRATION
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Boogie Woogie Bugle Boy
Andrews Sisters 1941
HE WAS A FAMOUS TRUMPET MAN
HE WAS THE TOP MAN AT HIS CRAFT
HE’S THE
THAT NO ONE ELSE COULD PLAY
FROM OUT CHICAGO WAY
HE HAD A
BUT THEN HIS NUMBER CAME UP
AND HE WAS GONE WITH THE DRAFT
HE' IS IN THE ARMY NOW
A BLOWIN REVEILLE
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1950-1960 OVERVIEW
The 1950’s were a very energetic time in the United States.
Although the Cold war was present with the imminent nuclear
threat, the overall outlook was very positive as the United
States thrived in post-World War II recovery. Design was
influenced by technology, space exploration, and science.
Although design was innovative, it still had a very classic ap-
peal. There were three prominent color trends used in 1950’s
design; pastel, modern and Scandinavian. The popular pastel
colors included pink, turquoise, pale green, yellow and blue.
Modern colors were very bright and clean including vibrant
yellows, blues, oranges and reds alongside black and white.
The Scandinavian color schemes were strongly influenced
by nature including brown, cream, gray and green. Design
was bold and confident as America moved forward with
newfound morale.
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1950-1960 INSPIRATION
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around the
clocktonight
around the
clocktonight
we’re gonna
rockwe’re gonna
rock
Bill Haley & the Comets 1957Bill Haley & the Comets 1957
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1960-1970 OVERVIEW
The 1960’s was a time for massive change both socially and
technologically. It was the age of youth as the baby boomers
from World War II grew from children to adults. The space race
had begun, the Cold War was ever present, and jet airplanes
were faster than ever. The 1960’s is often remembered as a
time of rebellion as the younger generations rebelled against
traditions of the older generations. This rebellion impacted
everything from music to home decorations. Modernism and
abstract expressionism were on the rise. New viewpoints
were celebrated and tradition was trashed. Design was a
way to provoke reaction and to escape from details. Artists
attempted to inspire viewers to experience art in their own
way. Pop art was rising alongside assemblage art, optical art
and kinetic abstraction. The 60’s evolved into a psychedelic
movement focused on experimentation and freedom.
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1960-1970 INSPIRATION
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1970-1980 OVERVIEW
The 70’s brought on a mix of nature based art and clash-
ing colors. Although the 1960’s used many San-Serif fonts,
including the brand-new Helvetica which was designed in
1957, the 1970’s brought on more rounded, organic typefaces.
The 1970’s carried on the rebellion and experimentation of
the 1960’s. There was a growing disillusionment of govern-
ment along with advances in civil rights, women’s rights and
space exploration. The 1970’s refined the avant-garde trends
of the 1960’s leaving us with a legacy of remembering the
seventies as the “groovy” period.
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1970-1980 INSPIRATION
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1980-1990 OVERVIEW
The 1980’s was a generation of people seeking status as
a new breed of billionaires was formed. The richest people
were more important than the largest companies. Binge buy-
ing and credit cards were on the rise. The Baby Boomers
were continuing into adulthood and were often tagged as
the “splurge generation.” The decade began with enormous
levels of inflation and continued with Reagan declaring a
war on drugs, employment at all-time highs and AIDS scar-
ing the population. The eighties was a huge period for art
as artists continued to push the boundaries and museums
and art auctions became popular. The 1980’s design styles
were brash and all about getting attention with bold, neon
colors and jagged typography.
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1980-1990 INSPIRATION
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1990-2000 OVERVIEW
The 1990’s was the growing electronic age. The World Wide
Web was developed in 1992 and cell phones became widely
popular in the late 90’s. The internet strongly influenced
products as every company tried to make their mark on
the web. Stylistically, the 1990’s approached a shift into
Post-Modernism as designers in this decade gathered and
combined multiple elements from various styles into their
design. The 90’s introduced Photoshop and many other vari-
ous graphics editing programs which revolutionized graphic
design. Grunge textures were popularly used amongst artists
and typography hit an all-time high.
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1990-2000 INSPIRATION
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