Exam 3 DSGN 211 Flashcards by Katie Stafford

Christophe Plantin, who operated a thriving print shop in Antwerp, contributed to Renaissance book design through the use of…. for illustrations.

copperplate engravings

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Copperplate engraving was used exclusively for book illustrations, and remained a medium restricted to the rarified world of scholarly literature.

False – In addition to catering to book publishers, independent copperplate engraving shops developed their own products ranging from images to be hung on the wall to all kinds of ephemera.

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There was a time in Europe when it was conceivable that one could read all books that were produced. After printing, the production of new books explodes and this becomes impossible. The following 2 devices helped people to navigate through the barrage of new information, making it easier to decide what to read.

table of contents and indexes

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As printing skyrocketed in Europe, It became harder for rubricators to keep up with the pace of book production. Eventually blank areas that were left undecorated led to the following convention.

paragraph indents.

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Andreas Vesalius’ Human Corpora Fabrica (Construction of the Human Body) represents a moment when the production and dissemination of scientific knowledge. Rather than relying on ancient writings, the book uses empirical evidence to substantiate knowledge of the human body.

True

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This city was the major center of graphic design during the Renaissance

Venice

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Andreas Vesalius’ Human Corpori Fabrica (Construction of the Human Body) was carefully copyrighted, preventing plagiarized versions from proliferating in Western Europe.

False – This book was one of the most pirated books of the Renaissance. Other writers would copy the images and insert their own words in it

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About Warfare is considered to be the first book to present woodcuts on a technological subject, and it was reprinted several times using the same original woodblocks. Up until the 19th century, it was still used as a reference and inspiration for military engineers.

true

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Copperplate engraved images required a completely different print process from text, and therefore contributed to the decrease of the show-and-tell approach of many Renaissance books.

True

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The combination of the dolphin and the anchor in the famous trademark for the Aldine press visually represents:

The motto Make Haste Slowly by balancing urgency and diligence.

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A standard renaissance man, Geoffroy Tory’s accomplishments include three of the following. Which does NOT belong

Inventing the table of contents

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This illustration style became common in Italian illustrated books.

Fine line images, reflecting a higher level of technical refinement of the ear.

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The following are some of the innovations explored by Ratdolt in the Calendarium book (select as many as it applies):

The use of woodblocks inked in different colors.
The use of a grid of metal rules that were locked with the text block

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The first country to produce a printed book in the Americas was:

Mexico

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The following does NOT apply to the original 1499 Italian edition of Hypnerotomachia Poliphili (The Dream of Poliphilus):

The text mixed several sizes and styles of the Garamond typeface that were combined with initial caps as deep as 10 lines in size. – The French translation, produced almost 50 years later, was the one who used Garamond in various sizes. It also used larger capitals and more contrasting ornaments

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Starting in 1469, Johannes da Spira had the monopoly on printing in this major Renaissance center for graphic design:

Venice

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This typeface, cut by Francisco Griffo, was used in Manutius’ masterpiece The Dream of Poliphilus. It was named after the author of the first book it was used, and became the model for punch cutters for 200 years.

Bembo

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The typeface cut by Francisco Griffo for the Aldine press pocket-size editions became the precursor of this common type style variation:

italic

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Among many things, the Renaissance represents the consolidation of the book as a mass medium and the establishment of the conventions of the modern book. The following was NOT one of the areas explored anew in light of the printing media:

jacket covers

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As printing skyrocketed in Europe, it became harder for rubricators to keep up with the pace of book production. Eventually blank areas that were left undecorated led to the following convention

paragraph indents

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The name of the technique to give decorative initials a darker but delicate quality by carving white dots on the woodblock is:

crible

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Ratdolt had a genuine interest in science and used illustrations and interactive devices in his books. The interactive wheel chart above is completely original format, seen for the very first time in his Calendarium.

False - the wheel chart inn the Calendarium is perhaps the first to be printed in a book. However, the format is not original, and has appeared in some medieval manuscripts before that.

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The following are some of the innovations explored by Ratdolt in his Euclid’s Geometry book (select as many as it applies)

the layout used unusually wide margins where graphic information was added next to the pertinent text.
the diagrams are printed in very fine lines, which was then a considerable technical achievement.
the visual hierarchy is more complex, as it incorporates different sizes of initial letters to indicate sections and subsections in the text.

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This person was the first punch cutter who worked independently of printers, establishing a type foundry to sell ready-to-use cast type. His typefaces further refined the humanist roman style and are still considered a benchmark for type design

Claud Garamond

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The impulse to equate human forms with letter forms, present in the books written by Tory and Durer bespeaks of:

the humanist view that man is the center of the universe

In 1695, Louis Simonneau created large engraved copperplate prints of the master alphabets for France's Royal Printing Office. These copperplate engravings were intended to establish graphic standards for the new typeface, which was called:

Romain du Roi

The letters of the Romain du Roi were conceived within a grid of 2,304 modules that helped the punch cutter to cut the letter precisely

False - the fine grid proved to be useless for cutting letters in text size, the punch cutter had to rely on his instinct and experience instead

The following does NOT relate to the engraving medium during the Rococo era:

It discouraged a generation of calligraphers to learn engraving techniques

The romantics images then to by lyrical and fluid. Not many straight lines are used and the hand of the artist is quite apparent in the modulation of the strokes.

True

In contrast to Baskerville, the Caslon typefaces

were sturdy and printed well in harsh conditions

After the French Revolution, the Didot's aesthetic became the face of the Napoleonic era. Its open typographic pages and highly refined neoclassical illustrations evoked the glory of ancient Rome and Greece, thus visually connecting it with Napoleon's own ambitions of empire.

True

George Bickham was the most celebrated of the calligrapher/engravers during his life time. He published a manual on penmanship that is still a major reference for swirling calligraphy.

True

A ....is a set containing related typefaces of various weights and widths, as well as complementary roman and italic versions.

type family

This book produced by the engraver/calligrapher John Pine is considered a curious experiment because:

both the type and the images were engraved in one copper plate and printed in one press run.

William Blake's poems are considered to be a reaction against the rationalism of the Enlightenment era. His printed illuminations are representative of the following style:

Romantic

The innovative printing method conceived by William Blake consisted of hand-drawing on copper plates with pens and brushes using an acid resistant medium. The plates were then etched in acid leaving the design standing in relief. This method is now called:

printed illuminations

William Blake was the most celebrated of the calligrapher/engravers during his life time. He published a manual on penmanship that is still a major reference for swirling calligraphy.

False - this was George Bickham.

William Caslon introduced an old style typeface that followed along the tends of increased thick and thin contrasts of strokes. But instead of making the thin strokes thinner in the small sizes, he just made the thick strokes thicker. He also kept the serifs relatively heavier than the overall 18th century trend.

True

The Enlightenment era initiated a series of cultural transformations that still influence 21st century culture. This is NOT one of them.

The Church's influence over cultural affairs is considerable increased.

The following three attributes reflect Giambattista Bodoni's book design aesthetic:

-The use of typefaces with thick strokes and extremely thin serifs. -The use of white space as a decorative element. -The use of scotch rules composed of think and thin lines.

It constituted a capital offense to use the Romain du Roi by any printer other than the Royal Printing Office. Typefounders cut types similar to it, but with some obvious differences to avoid confusion and potential punishment.

True

Giambattista Bodoni redefined roman letterforms, giving them a more mathematical, geometric, and mechanical look. His typeface design exemplifies the following style:

Modern

These typographic elements are characteristic of this style era: (All types of curly brackets, and everything here is cast on metal Hand tool styles - when the surface of the letter has white lines, it makes it look like the letter was incised)

Rococo

Romanticism was a visceral reaction on the part of artists to the scientific rationalization of nature and the empiricism brought about by the Enlightenment

True

In 1722, William Caslon designed the Calson Old Style typeface. The following individual introduced it into the American colonies, where it was used extensively, including for the official printing of the Declaration of Independence:

Benjamin Franklin

The Romain du Roi types prefigured a new category of type style that favored the use mathematical drafting tools over the chisel and the flat pen in its design process. This is called:

Transitional

The process of ..... involves casting a duplicate printing plate in molten metal. This achievement of Firmin Didot's made longer press runs possible.

stereotyping

John Baskerville's refined printing resulted from three of the four elements listed below:

-Slick and shiny paper that was hot-pressed after the sheets were printed. -Elegant type that was melted down and recast after each printing. -Ink made of boiled linseed oil with resin.

Fournier le Jeune contributed 3 of the following to the history of typography. Which one does NOT belong?

The invention of movable type.

The following NOT an accomplishment of the Didot dynasty of printers:

Invention of sans-serif typefaces

In the Transitional type styles, the letters are created using ___ instead of ___. The ___ is replaced by the ___ in type design.

drafting tools, chisel and flat pen, calligrapher, engineer

Late works printed by Giambattista Bodoni reflect this contemporary late 18th century style:

Neoclassical

John Baskerville introduced an old style typeface that followed along the trends of increased thick and thin contrasts of strokes. But instead of making the thin strokes thinner in the small sizes, he just made the thick strokes thicker. He also kept the serifs relatively heavier than the overall 18th century trend.

False -- The correct person was William Caslon. Baskerville's types were extremely delicate with very thin serifs.

With both the Lynotype and the Monotype technologies, the type could be melt after used, saving the time consuming step of placing each letter back in the correct compartment of the typecase.

True

The major breakthrough in the process of photoengraving happened in 1880, when the New York Daily Graphic reproduced a photo that had been re-photographed through a screen, which broke the image into a series of minute dots. Which of these correspond to that image?

Shading in top left corner, house and rocks in front of it, there's a sidewalk and looks like snow on the ground and a building on the top right corner of the picture.

During the 1830s, various foundries started to release sans-serif styles. These were a novelty and each foundry gave them different names. Indicate all the terms used to refer to sans-serif typefaces in the 19th century

Gothic, grotesque, doric

The process of printing color pictures and lettering from a series of stone plates is called:

chromolithography

In 3d type, each letter was broken down in two or more metal blocks, one representing the surface of the letter, the other its shadow. Each block would be printed in a different color

False - in 3d type both the letter surface and its shadow were cast in a single type block,

Robert Thorne of Britain created a major category of type designs around 1803 called.... These are roman faces whose contrast and weight were greatly increased by expanding the thickness of their heavy strokes while keeping the thin strokes as hairlines.

Fat-face

The following does NOT apply to Louis Prang's print output:

He used a small number of color plates, allowing him to keep his production costs down and his prints more affordable.

chromatic type:

breaks down each letter in two or more woodblocks that are overprinted in different colors.

Woodtype was invented as an alternative to metal type. Indicate below all the advantages of wood over metal type.

-It is quicker to produce, especially when a pantograph is combined with the router. -It is more practical for larger print sizes. -It is durable, inexpensive, and light.

In this type style the serifs are extended and curved. The vertical strokes can have bumps and curves and their negative spaces can be overwhelmingly active:

Tuscan

The early lithographic posters were highly detailed and often lacked a central focal point.

True

The practical reason many wood-type posters included mixed styles of fonts was:

the limited number of characters that came with each font

In the Monotype technology, the keyboard is separated from the type caster, allowing the processes of entering the text and casting the type to be optimized.

true

Match the type style name with its description:

Fat-face --> typefaces with contrast and weight are increased by expanding the thickness of the heavy strokes, while keeping the thin strokes as hairlines. Egyptian --> typefaces with slab-like rectangular serifs, even stroke, and short ascenders and descenders. Tuscan --> typefaces whose serifs are extended and curved. The vertical strokes can have bumps and curves. Grotesque --> typefaces whose serifs have been removed

The typographic poster houses that produced letterpress posters began to decline after 1870. This was in part because

colorful lithographic posters were preferred

Photoengraving allowed photographic images to be reproduced for printing in the following manner: A continuous-tone image is re-photographed through a ...... This breaks the image into minute dots that simulate darker and lighter areas. This dotted image is then etched on a printing plate.

halftone screen

This variation of Egyptian type style is today known as Clarendon. Its serifs are bracketed and there is an increased contrast between the thick and thin strokes. This style was very versatile, as it could call attention but it was also legible in smaller sizes. The original name for this style was...

Ionic

In the early days of wood type, American manufacturers would import designs from Europe and export wood type. However, shortly after, the technology spread outside the US and the American companies started started to release their own designs.

true

During the Industrial Revolution, the changing needs in typographic communications (check all that apply):

-initiated the demand for new typefaces meant to be seen from a distance. -turned printing into a highly profitable business. -gave rise to new mediums for short messages, such as posters, letterheads, timetables, and all kinds of ephemera.

Sans serif type was a novelty invention that became an immediate hit. The early sans serifs were highly refined and thus considered more visually pleasing than serif type.

False -- No one was impressed with sans serif type in the beginning. Many designers thought they looked like an Egyptian face whose serifs had been lopped off. The early sans serif typefaces were considered rough and clunky.

In lithography, the image making process is flexible as both letters and images are hand drawn on the same surface.

true

By putting a light sensitive pewter plate inside a camera obscura, Joseph Niépce produced a photographic image for the first time. Which of these correspond to Niépce's image?

foggiest picture that shows outline of buildings from his window perspective

The medium of chromolithography spread slowly from the first Boston print houses, and remained exclusively an East Coast technology.

False -- Although Boston was one of the early centers for chromolithography, the technology spread quickly to other American cities, including Portland and Seattle towards the later part of the 19th century

3d type styles would often come with surface ornaments further accentuating their tactile illusion.

true

The type style that conveys a bold, machine-like feeling through slab-like rectangular serifs, even stroke weight, and short ascenders and descenders is called:

Egyptian

Ottmar Megenthaler's Linotype machine of 1886 allowed the operator to compose an entire line of type by operating a keyboard that released.... one at a time.

brass matrices

Louis Daguerre's early daguerreotype print, Paris Boulevard, shows an almost empty Paris street. The reason the street is empty is that Daguerre made the image:

with long exposure time, and therefore moving subjects were not recorded.

Images of factory buildings with smokestacks were a common motif in lithographic packaging and posters.

true

The book Pencil of Nature

was the first book to be completely illustrated with photographs, which were hand glued on the printed pages.

The following ideas, inspired by the writings of John Ruskin, represent the core beliefs of the Art and Crafts movement. Which does NOT belong?

The conviction that the assembly line was the best place for creativity and well being.

This private press was established after Charles Ashbee purchased some of the equipment of the Kelmscott Press. Following Morris lead, they aimed to restore the quality of book publishing.

Essex

Through this private press, Lucien Pissaro and Esther Bensusan collaborated in the design, illustration, and printing of books that were often quite colorful and decorated with vine tendrils, prefiguring the upcoming Art Nouveau style.

Eragny

William Morris was a person of his era, trying to come to grips with the contradictions of the Industrial Revolution. As such, his own practice had several contradictions. Which is NOT one of them?

He was a committed furniture designer but was forced to move into book design as more reliable way to make a living from his craft.

Owen Jones' book Grammar of Ornament, a collection of design patterns and motifs lifted from various cultures reflects the overall Victorian zeitgeist in these 3 WAYS listed below:

- It reflects a colonialist frame of mind, where the aesthetics of present and past civilizations are freely appropriated as superficial styles - It reflects a passion for cataloging and pigeonholing to promote a simplified understanding of the world. - It reflects a passion for decoration and an aversion to empty spaces.

The.... was one of the most successful artist colonies and private presses in the United States. Founded by Elbert Hubbard in 1895, it was initially influenced by William Morris' ideals, and later developed into a popular tourist attraction where craftwork was sold as souvenir

Roycroft

By focusing on pre-industrial cultures, Owen Jones' book Grammar of Ornament, inspired the new middle class to practice restrain and frugality, in this new era of abundance.

False -- The patterns featured in the book were used as inspiration for the furnishings of Victorian parlors, where the middle class would display its abundant possessions to signal their status in society.

Shortly before founding the Kelmscott Press, William Morris designed his first typeface. This was inspired by the Venetian roman faces designed by Nicolas Jenson during the early Renaissance:

Golden

Kelmscott Press' Works of Geoffrey Chaucer included all of the following, except:

the use of 7 different colors of ink

A small version of the typeface ___, which was called ___, was designed specifically to William Morris' The Works of Geoffrey Chaucer.

Troy, Chaucer

William Morris wanted to bring design and handicraft to the working class, but his books and products could only be afforded by the very rich.

true

The idea that the purpose of an object should determine its formal attributes represents one of the core beliefs of the Arts and Crafts movement.

true

One could say that the motivating cultural force of the later part of the 19th century was:

material wealth

Owen Jones' book Grammar of Ornament, reflects the colonialist frame of mind of the Victorian era, when the visual language of past and present civilizations are freely appropriated as superficial styles.

true

The work of this private press rejected illustration and ornament in favor of pure typography. The partners T.J. Cobden-Sanderson and Emery Walker broke up their partnership in 1908 in pretty contentious manner.

Doves

The Private Press Movement, which included Kelmscott, Doves, and Essex presses, was most concerned with:

recovering high standards of design, materials, and workmanship

The Arts and Crafts movement:

started as a critique of the hyper materialism of the industrial era

The Arts and Crafts represented the first time when ideas of ___ reform and ___ reform were conflated.

design, social

John Ruskin, an English social critic, pointed the... as an example of the union of art and labor to which industrialized society should aspire:

gothic cathedral

The notion that beauty has moral character represents one of the core beliefs of the Arts and Crafts movement.

true

For the Story of the Glittering Plain, his first book at the Kelmscott Press, William Morris designed a typeface inspired by the Gothic types of the incunabula but adapted to the legibility requirements of audiences used to Roman type. The name of this typeface is:

troy

This group, inspired by Morris' practice, was composed of younger artists who acted as a bridge between the Arts & Crafts and the emerging Art Nouveau trend. Their floral motifs move further towards distortion and abstraction.

Century Guild

Throughout the world, the long-range effect of the Private Press Movement was:

a significant upgrade in book design.

The conviction that the assembly line was the best place for creativity and well being represents one of the core beliefs of the Arts and Crafts movement.

False -- The Arts and Crafts members believed that division of labor within a process of mechanized production created disengagement, and that a return to handicraft represented a more wholesome approach.