Chapter 8

SUMMARY

The use of Graphic Design was slightly declined during the 1600's, but during the 1700's typography came about much more. Scholars began to develop a new type for the King of France. These letters were designed "scientifically". The new type face had an increase in contrast between the weight of the strokes.

The French art style, rococo, flourished in art in architecture and began to influence the graphic design aspect of the area. Fournier le Jeune developed an independent type-style. He developed decorative types. They worked remarkably well with roman fonts. Overall printing can be referred to as "the artillery of the intellect". Engraving also emerged as a technique of graphic design. Engraving is drawing made with a graver instead of a pencil. This can be done on a smooth copperplate instead of a sheet of paper. Engravers became very skillful. They began to produce books independent of typographic printers. They hand engraved both illustrations and text.

Type and design ideas traveled across the continent from Holland, where William Caslon emerged as a forerunner of type design.  He opened his own shop that showcased his engraving skills. He began to take up type design and founding and was very successful. His type designs were not very fashionable or innovative. But they were very popular due to their legibility and sturdiness. They were comfortable to read. He worked in the old style of roman typography and graphic design that had began over 200 years ago. 

John Baskerville was an innovator who broke rules of design and printing and produced 56 editions from his press. The paper he used have a smooth, glossy furface that had not yet been seen before. The most ambitious book he published was a folio Bible. This book was seen with indifference and hostility. The design of the type and books became very important across the continent and many people became very enthusiastic about his work.

The term modern defines a new category of roman type. It was first used by Fournier le Jeune in his Manual typographique to describe the design trends that culminated in Bodoni's mature work. These were thin, straight serifs. Bodoni made letters that were created through a combination of very limited identical units. His work was very dcorative and functional. The page design was simple and had generous margins with wide letter and line spacing. 

Overall this was the era of typography and the slow emergence of graphic design during the 18th century and in Europe.

MOST INTERESTING: 

The most interesting thing I found was how the book talked about William Blake. I thought it was very interesting how he incorporated the style of expressionism, Art Nouveau, and abstract art within his work with bright colors and organic forms.