I can't quite remember when I acquired this issue, other than sometime during the 1960s. I put it into a frame and it hung in my studio cubicle for many years, probably up until the early '80s. Actually, I wasn't that interested in what was in the issue or what it espoused back in 1952, as these ideas and the work shown were already part of my student education by the late '50s At the time I started my professional career in 1957, the American modernists like Rand and Beal were also not as much of an influence for me as an interest in revival styles, eclecticism, Pop art, and the vernacular. (We were part of the so-called "push pin" generation.) This cover, with its strongly connotative typography (I think it's the first time I really understood what that meant, even if I wouldn't have used the term), within a very modern and structured layout, is what appealed to me. And of course, the statement, which perfectly described what the practice of graphic design meant to me, and still does, even if the pleasure part is all I have or use nowadays, as an exit-level designer!
March 1, 2012
Selected by Ed Fella
Typographica No. 5—a special issue containing overeighty illustrations of postwar printing—is devoted to an exhibition, Purpose and Pleasure: A review of book, magazine, and commercial printing from fourteen countries. Contributors include Max Bill, Paul Rand, Herbert Simon, James Shand, and W. J. H. B. Sandberg.
Source: I heart design
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