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And each face contains many of the features that have distinguished ITC as an innovator in the type industry: high-quality outlines, superior hint- Ii II 0 El w El ing, precise kerning, and, as always, small caps, oldstyle 0 flioN figures and additional characters at no extra cost. ITC Stylus'. J IL II f — nv vivify. By Steven Helle U. Joyce P. Ley Laly, tkis is rod stuff. In tance in life: "We are born in the middle of things, we live in the middle of it, the author seamlessly meditates on the nature of learning and linguis- things and we die in the middle of things. Fiction can provide linearity tics, the power of literature and its ability to transform, the craft of writ- with an ending, and this shape and form is necessary! Deconstructionist Technology, on the other hand, is impacting on how fiction is con- literary debates and discussions on cognitive neuroscience are embed- veyed and perceived. Powers recalls that when he got his first PC 20 years ded in the dialogue. The plot also provides a mind-gripping crash course ago, he "instantly wanted to write for this new medium' But, because of in connectionist theories on the development of neural net artificial in- the limitations in platforms and rapid changes in technology, he is now telligence.

IC firm Trendbiiro Hamburg has riers, software inflexibilities and dedicated itself to creating books opportunities to over-design. They Australian designer Andrew Hoyne crafted the proprietary typeface Mr. Five hun- dred years ago; Gutenberg's press made books available to the masses, creating a broad worldwide book how, TOsap,.

It is argued that publishers no longer print "real" books, but 0. Korb: Obenristiengung. I nepe. Books Oheraelleltung. Manager als Kara Opfer anaikannt. Audiophiles are tempted further with the inclusion of a sample CD.

Where does it lead? In Ray Bradbury's Fahrenheit. German publisher Trendbiiro Hamburg recreated a scholarly bodk element—mar- This is because the government ginalia—and combined it with curvacious has decided that books make peo- red reference indicators, lackadaisical ple unequal and unhappy.

Regine Thienhaus, shallow lifestyles and TV "parlor designer of Trendbiich, Trend Wiirter von Acid bis Zippies, and upcoming families" drives him to read - and Markenkulte-Kultmarken chose Meta, discover what's between those con- Modular and Bank Gothic for her highly traband covers.

He meets a retired legible, fast-paced, typographic palette. It has features. This book can go under the microscope.

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You'd find life under the glass, stream- and Toshiya Masuda were inspired by Adobe's Trajan and Meridien typeface families. The good writers touch life often. The mediocre ones run a quick hand Jail. So now do you see why 41 4 They Rip 0. They interpret life according 14, If magic tricks, neglecting a book's to the author.

A book's design can Zy Who,. It's also too simple become another piece of incompre- 4,6,1 Publishers Anistatia Miller is afreelance may attempt to cut budgets by book designer and the author of A luxuriously leaded type treatment replacing these architects with the forthcoming PBC International applied to Nicholas Cochin's type design haphazardly-devised generic title, Between the Covers, a book and ornamental dingbats creates a rhyth- templates.

But no amount of soft- mic balance to the rich, earth-toned illus- focusing on twentieth century trations in Louise Fili's presentation of ware can make a designer out book design. Creative Education's Rip Van Winkle. Carson also recruits eight or nine titles per list. Kidd, de Wilde and Ferguson all stellar freelance talent: upcoming jackets will receive a share of the titles likely to attract attention. Car- be designed by Stephen Doyle of Drenttel Doyle son is often expected to design for high profile books, but her Partners, Michael Bierut of Pentagram and David Carson of approach to assigning titles is based on each designer's com- David Carson Design: But a significant number of jackets orig- patibility with the subject or author, including any previous inate from each of the in-house team of four.

The de- The Knopf art department formed almost organically. It has to come from the book. It has ment department of Time Inc. And you have to bring an was already in place when Carson arrived. Kidd's friend and enthusiasm-for the author when you start designing:' Another former classmate at Penn State, Barbara de Wilde, was hired important consideration in the design process is the assim- by Carson in after a short career in advertising and a ilation of the Knopf hierarchical and marketing positions for stint designing promotional material for Louise Fili at Pan- the books.

Any number of peOple—including the publisher, theon. Archie Ferguson, after suffering "the usual lead end the editor, the agent, and especially the author—have certain jobs" and a position at Scholastic, was hired by Marjorie An- expectations for each title. He also started free- Gone are the days when a jacket prepared for a sales con- lancing for Knopf and joined the company full-time in ference automatically became the final version -.

More than when ,Anderson moved to art direct Pantheon Books. Ironi- likely, for a variety of reasons, the designers go back to the cally, none of these designers had book jackets in their port- drawing board and the computer screen for a redesign. As Car- folios when they were hired. Knopf has an image based on history about the actual book date.

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If we have to redo it, we redo IC' In and tradition. After a major restructuring within Random a list of 70 books, she adds, it is not unusual for one third to House in December of , Knopf was broadened into Knopf be redesigned. Knopf, Inc. Knopf books' achievement in the literary and bestseller Nlehta recruited his own editors, authors, and expanded marketplace can certainly be attributed to the overall quality , Knopf's titles, enhancing the importance of being published ofeachbk.

Knpuliseornatwhispub- by Knopf. Is Carson explains, - Knopf can be seen as the lishing ethos, books which express integrity and cultural acu- revered publishing firm, but much of what Sonny and the peo- ity.

This extends to the meticulous look of each book, ple he brought in are doing focuses on how to get the most manifested most visibly in its jacket design. The art director out of this tradition while reinventing ways to publish books: and designers have captured and enhanced this imprint's This is reflected in the interest and involvement of identity while maintaining their own personal styles. Carson Alehta, his editors and the Knopf marketing team on every explains, "Knopf style has to do with tradition, with the cor- book jacket.

Carol Devine Carson attends the launch meetings rectness of things. We are especially concerned with the sizes that introduce the upcoming lists: "This meeting is not just of books, the way books feel and look, as well as the way the about the content of the book: says Carson.

I think our books as whole objects look other important things publishing is about. This is where it better than most books being published: is decided that this book is hot; this is a big book; this is the The ambiance of the 23rd floor art department and an first time we are publishing this author; this is a review-driven array of Knopf jackets are captured here by photographer book.

Anything at all that will embellish each book: The sales Melissa Hayden. For this article, each of the designers chose and marketing perspectives are put into fact sheets and dis- one specific title from recent lists as a case study in how a tributed.

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This informal ion, as well as the nuances Carson Knopf jacket comes into being. The design it. Since de Wilde's grandfather had been a attention, and the book indeed did appear on His first attempt at this intended integrated design nurseryman from Holland and her father is a hor- In an unusual move, Kidd met with the author, was inspired by his own experiences working on the bestseller list. Nicholas Negroponte, very early on. Negroponte ticulturist, she related strongly to the passion and punch cards in computer classes in sixth grade.

At first, de Wilde thought Richard Ford's sequel to his highly acclaimed and he had very specific requests for the jacket. Kidd meticulously simulated a die-cut punch of using an iconographic farm image and started novel, The Sportswriter, took ten years to write. The author objected to the another recent book featured I want it to win lots of design awards. Kidd's next longer seemed an option. The and its literary qualities. She knew that her task Kidd knew from the beginning that the jacket attempt with circles as the see-through wrap also ZC title, de Wilde felt, was fairly of projecting this book's many layers was going would have to interact with the binding.

Working with the Independence M ceptable as bits. He designed of information in this book. When they were together, they had to W m concentrated on catching the ambient quality of make a single entity that worked because they acetate jacket with black type a color scheme , directional things.

And then mu the journey and the reflective writing. An ultramarine am to interpret the title typographically. She had This fourth novel by Susanna Moore was being q x 0 a hill in the closer distance, a banner with the type was placed diagonally some type set and went into the darkroom and considered a breakthrough for the author. Ac- rise in the middle, and then the across the image.

Sonny Mehta and editor Gary 0 started manipulating the type through exposure, cording to Archie Ferguson, "Her last few books background. I was visualizing Fisketjon approved it, but when the comp was so I had a bunch of words at different levels and I- LI were flowery, polite love stories. This is a depar- this and it related very closely sent to Richard Ford, he thought it was too gritty forms of distortions and sizes:' After one more ture for her.

It takes places in New York City. It is U to layers and folds. Maps un- and urban. Hayden then shot more atmospheric 4 rejected design, Ferguson presented "wonderful gritty, overtly sexual, bloody.

It is witty. It has a fold consciousness, and I won- scenes in color. A dawn motel scene was chosen, matte pieces dered: what if this folded out shocking ending. In fact, when of type, and but this, too, was rejected: says Carson. An alter- I read the last page and closed E: as a map? After significant photo research, needed to somehow convey all envisioning in any of her picture research, so she a flag image was chosen from a photograph of the design, he placed the letters on a stat cam- these elements, and he would be working with had them shot in upstate New York by photo- by Barry Marcus, and it seemed to capture the era, and reproportioned them, encountering photographer Nola Lopez, who was suggested grapher Victor Schrager.

She had discussed the mood. This version was comped and made ready difficulties with the positioning of the author's by Carson. The first design incorporated the production logistics with Knopf's production for production when a call from the author name, which had also been photographed. He image of a hand, and Ferguson says, "They vice-president Andy Hughes, showing him how revealed that the photo had been used albeit reset this type in black and focused on the impor- didn't like that.

They wanted something even she wanted the folds to work. He noted that this quite differently on a friend's novel, and Carson tance of its size. Placing it in a bar at the bottom more gritty and overtly sexy, and what is that? This was Body parts?

Blood and Guts? She folded a comp once more.

She had in her col- the final design. Since her own commit- lection of images a s shop or Illustrator to have approximated this or ment to this particular jacket design was so woman's silhouette, and finally he produced a a co Lf, children's magazine with flag done something else this interesting: says Fer- u.

These were all rejected. He loved it. Disheartened design. The final version not and it wasn't coming out. So it was nice to turn 00; imagery at all. My whole impression of the book by the lack of enthusiasm, and still tied to this only captures the Fourth of around and use this desk, cut things out by hand w was typographic. The main character is an Eng- concept, de Wilde found herself torn. But more wm July imagery, but it also has lish teacher at a university and wordplay is one with some funky stats, put some type on some obstacles stood in the way.

The production fig- LIJ the quality of a classic novel. I could only see this acetate from the stat machine and do it all the 0 0 ures for this were prohibitively expensive. The jacket design had three folds, which "I was losing support: de Wilde says. I didn't reduced the folds to two. We - r puter, for this one only the type when tested, buckled. Not only was de Wilde is set on the Mac. Carson says, "The computer is had the flaps edited to break in the right places.

I have no power here; I'm just stymied, she had also spoken to the author and a production-driven machine and there's no way a designer" Luckily, Fisketjon was unwilling to It went to press.

It turned out great. And John convinced him that this design would capture of escaping it, so try to make the best of it:' change the idea, and Hughes and de Wilde Hildebrand loves it. Time was also crucial here. CS 70" to' E O 4- -6 ron isms of the mo re mannered of t hese. Each through post-war films, photographs, advertisements and texts. Although these vintage educational, guidance, cau- to view it with and without prejudice. Theoretically, the laser disc would have been the perfect tionary, industrial and propaganda films can be seen in their medium, but unfortunately, comparatively few individuals own laser entirety without any "intervention," one may access production notes, disc players.

So for Prelinger's most recent publishing effort he turned to CD-ROM, ral and written histories, interviews and excerpts from supplementary reading which is currently the most accessible medium for the largest number of people. The characters in the films tend to be better than life: free-spend- ing consumers and model children.

The process of devel- which reside in our archives, but are still essentially unavail- oping this hybrid—something between a book and a docu- able to most viewers. Since CD-ROM users trial design and consumerism; Capitalist Realism, the pre-war are not required to start at the beginning, but can wander portrayal of the working class in corporate films made by the captains around at will, the task of charting narrative pathways is more difficult of industry; The Behavior Offensive: Social Guidance Classics, post-war educational than for either a book or a film, with confusion the primary danger.

The project films about mores and morals including some gems about venereal disease ; and requires collaboration on the part of writers, editors, producers, graphic designers Films of Menace and Jeopardy, which taps into unconscious fears and dangers and programmers to overcome a variety of organizational challenges.

Ephemeral films originally produced during this era reveal forgotten and uncomfortable truths about America's past while at the same time provide evidence that citizens were persuaded, conditioned and even brainwashed through fallacy, stereotyping and exaggeration to accept certain myths as absolute truth. Bertolo complains that her biggest problem in the design is with type.

The CD-ROM's 72 dpi resolution limits the range of available body types and forces her to try "a gizillion tests of every available body face" until settling on Palex, a Voyager Company type- Our Secret Century is Rick Prelinger's editorial vision, but its graphic design and face based on Hermann Zapf's Palatino.

Another concern in creating the design navigational logic is the work of Diane Bertolo, a magazine designer and editor of is how the user will be viewing the CD-ROM. Since the image resolution on personal Felix, a journal of computer culture. Bertolo developed the many "screens" on computers varies, Bertolo has to design for the lowest possible denominator.

Her design is at once transparent and opaque in Initially working with "millions of colors" on the Macintosh, she invariably steps accordance with Prelinger's dictate that these discs should have a distinctive iden- down to the base where she fiddles to get the imagery right. The typography is contemporary, pas- even thousands of colors," she explains, "the pictures look photographic. But if they tiche is rejected, and the only concessions to "period-style" are photographs of are not adjusted at colors, images look 'dithered: It's almost like the differ- fashions, appliances and architecture ence between magazine and newspaper suggestive of the Thirties, Forties and reproduction:' Fifties used as screen backdrops.

The Print designers are often less con- interface design is elegant and witty cerned with the reader's perspective and avoids a didactic approach. In addition to being CD-ROMs to beef up the "multi" part of conscious of how her esthetic decisions the medium. She believes that nothing should be to enhance the content, notably the one- left to chance or intuition. So Voyager's inch-square syncopated animated icons producer, Melanie Goldstein, has made showing loops of the films.

Click on the sure that Our Secret Century includes icon and the viewer is transported to an interface with a small movie screen which seven different "help" screens which makes this one of the most user friendly can be enlarged by pressing a "plus button" to fill the entire image area or kept or at least, cooperative CD-ROMs produced today. Return to the table of contents, click on either of the two introduction section "hot buttons" and esign presto, a miniature, full-figure animated silhouette of Prelinger in a Hawaiian shirt materializes to explain the series and the features on the specific disc.

To his right, on a screen within a screen, a sampling of the images on the disc scrolls by. Click the "find" button and an even smaller screen pops up with a function that allows the viewer to fast forward and locate specific frames in the introduction.

For this aspect, the production team turned to Colin Holgate, an experienced programmer who helped decide what technological advances will increase the accessibility of the CD-ROM. Unlike a book, which is usually precisely charted out or paginated before entering the production stage, the CD-ROM is continually being improved upon as programming bugs are eliminated.

Different navigational functions are added throughout the design process, which explains why Our Secret Century's release was delayed several times.

Despite this complexity of multileveled activity, however, Prelinger asserts that producing a book is still much harder. In Our Secret Century he says, "the films take up a lot of space, and so is a big chunk of the content? The combination of production notes and other original texts, though not sound bites by any means, are more like extended captions than long historical narratives.

But the trade-off is incalculable. Anyone who has ever seen the enormous Prelinger Archives has had to wonder how even a small portion of his artifacts could be efficiently accessed.

Although Our Secret Century may only scratch the surface of Prelinger's holdings, each disc is nonetheless a treasure trove of rare materials which, prior to the CD-ROM, would have been impossible for a mass audience to appreciate in the privacy of their own homes.

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Patriotism and Public Life importance some discs only the creation of enemy Each disc contains: a Film clips of collateral interest - Others" to encourage patri- minutes of motion a Searchable index of all texts, The Uncharted Landscape otism; mostly post-war landscape as hidden "actor' pictures narration, dialogue.

He starte d as a sign The letters are composed entirely of vectors, with no curves, which painter and eventually gravitated to lettering and type design. Now a is roughly what would happen if you were chiseling wood with a lecturer in graphic design and typography at StaffordCollege in Eng- steel implement. ITC Digital Woodcuts is an uppercase face with an land, Donaldson was influenced by the work of Hermann Zapf, Roger Open and a Black version, the white letter on black background Excoffon, Friedrich Poppl and Poppl's most famous student, Werner 6 8 L 9 slightly smaller than its opposite.

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