Description: LETTERING ART IN MODERN USE by Raymond A. Ballinger 1952 Reinhold First Edition in Dust Jacket 246 pages fully illustrated in Black and White and Spot Colors Raymond A. Ballinger: LETTERING ART IN MODERN USE. New York: Reinhold Publishing Corp., 1952. First edition. Quarto. Tan fabricoid boards titled in black. Printed dust jacket. Textured and decorated endpapers. 246 pp. Multiple paper stocks and printed vellum overlays. Fully illustrated in black and white and spot colors throughout. Interior unmarked and very clean. Out-of-print. Book with trivial edge wear. Dust jacket with ID number taped to lower spine and heavily chipped at spine crown. Vintage taper repair to spine verso. A nearly fine copy in a fair dust jacket. 9 x 11.85-inch hardcover book with 246 pages that include multiple printed vellum overlays, full alphabets and many examples of contemporary graphic design, circa 1952, with many unusual examples culled from a wide variety of Philadelphia-based designers, many of who were associated with author Balinger from his position as Director of the Department of Advertising Design at the Philadelphia Museum of Art. Well worth the price of admission. Contents A is for Aleph— a brief history of our letters The Roman letter and its Derivatives The Mechanical Letter The Script Letter The Manuscript Forms The Romantic Letter Initial and Pictorial Forms A Few Comparisons of Sources and Uses Masterpieces of Lettering Bibliography Index Includes work by W. H. Allner, Alexey Brodovitch, Donald Brun, A. M. Cassandre, Hans Erni, Joseph Gering, Leslie Gill, Juan Gris, Howe & Lescaze, Egbert Jacobson, Herbert Leupin, Raymond Loewy Associates, Joseph Low, Sol Mednick, Josef Müller-Brockman, Paul Rand, Ben Rose, Ben Shahn, Saul Steinberg, Andrew Szoeke, Kurt H. Volk, and many others. In the days before Photoshop, Illustrator, and InDesign, graphic design was done entirely by hand. Lettering was not limited to the font library, but rather, the imagination and skill of the artist. Elevate your design work with distinguished hand lettering by learning the tricks of the trade. Put to practical use for decades by artists at Madison Avenue agencies and small-time firms alike, this collection of lettering styles and techniques is a great source for contemporary designers. Fully-illustrated chapters explain a variety of hand-lettering styles, the type forms from which they are derived, and how to use them in layouts. Draw on austere classics for an elegant and professional look, or revive forgotten styles for a retro font palette. Raymond A. Ballinger (1907 –1985) was the Director of the Department of Advertising Design at the Philadelphia Museum of Art. He authored Lettering Art In Modern Use (1952), Layout (1956), Direct Mail Design International (1963), Opportunities in Graphic Arts Careers (1968), Layout and Graphic Design (1970), Sign, Symbol & Form (1972), Art and Reproduction: Graphic Reproduction Techniques (1977), and Design with Paper in Art and Graphic Design (1982). Respect. Please visit my Ebay store for an excellent and ever-changing selection of rare and out-of-print design books and periodicals covering all aspects of 20th-century visual culture. I offer shipping discounts for multiple purchases. Please contact me for details. Payment due within 3 days of purchase.
Price: 75 USD
Location: Shreveport, Louisiana
End Time: 2024-10-05T03:46:36.000Z
Shipping Cost: 18.4 USD
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