THE NEW TYPOGRAPHY & MODERN LAYOUTS
Frederic Ehrlich

Frederic Ehrlich: THE NEW TYPOGRAPHY & MODERN LAYOUTS. NYC: Frederick A. Stokes Company, 1934. First edition. Afine hardcover book bound in full, stamped and decorated cloth. Dated pencil notation on FEP, otherwise interior unmarked and very clean. Way out-of-print.

9.75 x 12.5 hardocver book with 190 pages and over 1000 illustrations of layouts showing the commercial uses of Art Deco (Moderne Art Deco Machine Age, Streamline, etc.) and Modernist motifs in advertising, graphic design, fonts, alphabets, layouts, and other related concerns. This book truly must be seen to be appreciated. My highest recommendation.

From the book: "In presenting this volume on The New Typography And Modern Layouts the author has completed a task which he hopes will accomplish two things: one, clarify the confusion, doubt, and uncertainty that exists regarding the precepts and history of the New Typography in European countries and its inception in America.

The other is to acquaint the reader with the basic balances that have resulted from the first efforts and experimentations of a group of foreign typographers; the subsequent development of their humble beginnings into balances based on structures developed along an Americanized version of the likes and appreciation of the American advertiser.

The contents of this book may add nothing new to the knowledge of those who have practiced under modern typographic methods. However, the information given and the ideas suggested may lead to a better understanding of the New Spirit in typographic layouts -- may confirm the reader's own findings or serve as a basis for future work.

If this book proves to be of help to others interested in Modern Typography or stimulates a desire on the printer's part to produce better examples of his art, my task will have served a useful purpose -- compensation enough for the time spent in its preparation."

Contents:

  • Author's Preface
  • Index of Printed Specimens
  • Introduction -- by Ernest F. Trotter
  • Modern Movement in the Arts
  • The New Typography in European Countries
  • The New Typography in the United States
  • The Building Era in America
  • The Revival of the New Typography and Modernism in General
  • Modern Typography and Modern Layouts
  • Layouts Based on Modern Balances
  • Index of Modern Layouts

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