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Ad for Chromatic Jobber printing press (c1886) |
Graphic Design Before Graphic Designers:
The Printer as Designer and Craftsman 1700-1914
by David Jury
Thames and Hudson, London and New York, 2012
312 pp., illus. 219 b&w/560 col. Trade, $60.00
ISBN: 978-0-500-51646-1.
This is a richly illustrated book on the history of printing—or, more
accurately, on one area of printing. It is not a history of “book
printing,” but of a less exalted branch called “job printing.”
Historically, book printers (or so it has long been widely assumed) are
prestigious purveyors of culture, while job printers are those who
produce “ephemera,” the everyday stuff that is rarely
preserved—handbills, posters, tickets, advertisements, trade cards,
stationery, labels, receipts, passports, charts, certificates, postage
stamps, banknotes and so on.
When Samuel Johnson wrote his
Dictionary (1755), he made no
distinction between designing and printing—a typographer, by his
definition, was “a printer.” Continuing well into the twentieth century,
arranging elements on a page was part and parcel of printing, so there
was no additional cost for “graphic design,” a phrase that is commonly
said (erroneously, I think) to have been used for the first time by book
designer W.A. Dwiggins in 1921. Today, as designers and their clients
know, graphic design is its own thriving category, and the work of a
graphic designer is billed in addition to printing.
This well-written and beautiful book, titled
Graphic Design Before Graphic Designers: The Printer as Designer and Craftsman 1700-1914,
is a history of what printers did, as clandestine designers, in advance
of the formal establishment of graphic design as a career field. It
also provides an account of how the design services of craft-based
printers were deliberately discredited by graphic and advertising
designers in order to justify charging for a service that had once been
gratis.
Surely, it must have been argued, the author writes, “the modern
businessman’s media requirements could only be addressed by a new
profession made up of university-trained communication strategists.”
The book is organized in chronological, alternating chapters (there are
six in all, plus other parts), each of which offers two components:
First, a persuasively-written historical text, detailing what took
place, in what order and why, including the names and achievements of
individuals who were major players. These narratives are illustrated by
well-chosen informative images from the history of printing. Second,
each chapter also features about 30 pages of the most wonderful
full-color images of examples of job printing, from every category
imaginable.
more…