History of Graphic Design Midterm Test

Muhammed called upon his followers to learn to read and write, and calligraphy quickly became an important tool for government business and religion. Islamic manuscript decoration is characterized by all but one of the elements below. Which does NOT belong?

Figurative illustrations

During the 2nd century BCE in Rome, a new writing surface, __________, made from skins of domestic animals such as calves, sheep, and goat, was used.

Parchment

More than nay other designer, ____ ____ initiated the American appraoch to modern design. Visual contrasts marked his work.

Paul Rand

By the late Paleolithic period, some __________ had been reduced to the point that they almost resembled letters.

Petroglyphs

Throughout the world, from Africa to North America to the islands of New Zealand, prehistoric people left numerous ___________, which are carved or scratched signs or simple figures on rocks.

Petroglyphs

Vincent Figgins's 1815 printing specimens also showed the first nineteenth-century version of __________ letters whose serifs are extended and curved, sometimes with bulges, cavities, and ornaments.

tuscan-style

signature

two, four, or eight sheets gathered then folded, stitched, and bound

What was the rallying cry within the graphic design community during the 1950s.

"good design is good business"

logotype

A company brand mark consisting of only letterforms

corporate identity

A system of visual elements used in a comprehensive program to project a consistent image of the company

Designer of his 1915 typeface design Centaur, _________ applied the ideal of the beautifully designed book to commercial book production and set the standard for twentieth-century book design.

Albert Bruce Rogers

In 1974, the U.S. Department of Transportation commissioned the ____________________ to create a master set of thirty-four passenger and pedestrian oriented symbols for use in transportation facilities.

American Institute of Graphic Arts (AIGA)

In 1722, William Caslon, an engraver of gunlocks and barrels, designed Caslon Old Style and its italic version. ________________ introduced the typeface Caslon into the American colonies, where it was used extensively, including for the official printing of the Declaration of Independence.

Benjamin Franklin

The ____ ________ may be the oldest extant artifact combining words and pictures on the same surface.

Blau Movement

William Golden designed one of the most successful trademarks of the twentieth century for ____________. Two circles and two arcs form a pictographic eye.

CBS

In Erhard Ratdolt's ____________, sixty diagrams printed in black and yellow were used to scientifically explain solar and lunar eclipses. The understanding of eclipses moved from black magic to predictable fact, and the book contains a three-part mathematical wheel for calculating solar cycles.

Calendarium

Jules Chéret, the father of the modern poster, featured beautiful young women in his posters. At a time when options for women were limited, these self-assured, happy women were depicted enjoying life to the fullest, wearing low-cut dresses, dancing, drinking wine, and even smoking in public. Dubbed ___________, these female archetypes became the new role model for women in the late Victorian period.

Cherettes

___________, the first punch cutter who worked independently of printing firms, established his type foundry to sell cast type that was ready to distribute into compositors' cases. The fonts he cut during the 1540s achieved a tighter fit that allowed closer word spacing and a harmony of design between capitals, lowercase letters, and italics.

Claude Garamond

In ancient Egypt, some writing surfaces were from the ______________ plant.

Cyperus Papyrus

A second major innovation of nineteenth-century type design were the antique faces, also known as ___________, which convey a bold, machine-like feeling through slab-like serifs, an even weight throughout the letters, and short ascenders and descenders. Vincent Figgins displayed a full range of antiques in his 1815 printing specimens.

Egyptian Faces

Handmade model layouts and manuscript texts, such as the Latin version created for the Nuremberg Chronicle by Michael Wolgemuth and Wilhelm Pleydenwurff, were used as guides for the woodcut illustrations, typesetting, page design, and makeup of books. These [a] provide rare insights into the design and production process during the fifteenth century.

Exemplar

Three of the following are characteristics of ancient Egyptian illustrated manuscripts. Which does NOT belong?

Images were inserted on separate pages opposite the text they illustrated.

___________, the first person credited with producing a photographic image, was a lithographic printer of popular religious images who was searching for a new way to make printing plates other than by drawing.

Joseph Niepce

All but one of the scripts listed below is found on the Rosetta Stone. Which does NOT belong?

Latin

The ___ logo changed the face, the idea, and the speed of graphic design; it played a major role in redefining visual identity in the electronic age.

MTV

"A symbol of an image of a company, an institution or an idea that could convey with a clear statement, or by suggestion the activity it represents." Who said this in 1960 about the designer's mission in logo design?

Norman Ives

Published in German and Latin versions in 1493, this six-hundred-page book was an ambitious history of the world from the biblical dawn of creation until 1493. The title page for the index is a full-page woodblock of calligraphy attributed to the scribe George Alt. The book contained 1,809 woodcut illustrations in its complex, carefully designed, 18-by-12-inch pages and is considered one of the masterpieces of graphic design from this period.

Nuremberg Chronicle

During the second millenium B.C., the ____________ became seafaring merchants.

Phoenicians

Lucian Bernhard inspired the design approach that emerged in Germany early in the twentieth century known as _____________.

Plakastil

typography

Printing with independent, movable, and reusable bits of metal or wood, each of which has a raised letterform on one face

In Switzerland, the works of Niklaus Stoecklin, Otto Baumberger, and Herbert Leupin, which were characterized by a simple, laconic, and sometimes hyperrealistic approach, were called _____________ because they featured individual objects as the main subject.

Sachplakat

____ ____ brought the sensibilities of the New York School to Los Angeles in 1950. He had a remarkable ability to identify the nucleus of a design problem and to express it with images that became glyphs.

Saul Bass

A ______ ______ ______ displays a range of typographic sizes and styles--Erhard Ratdolt issued the first one upon his return to Augsburg, Germany from Venice

Type specimen sheet

Typographic printing played a pivotal role in the social, economic, and religious upheavals of the fifteenth and sixteenth centuries. Which of the following influences on society does NOT apply:

Typography prevented the spread of ideas about human rights.

______ is the finest type of writing surfaces, made from the smooth skins of newborn and unborn calves.

Vellum

In the 1920s, ____________ was the first to use the term "graphic designer" to describe his professional activities. He was a book designer who established a house style for the Alfred A. Knopf publishing company, where he designed hundreds of books. He also designed Caledonia, one of the most widely used book faces.

Willaim Addison Dwiggins

Upon viewing Aubrey Beardsley's illustrations in a new edition of Thomas Malory's Morte d'Arthur, ____________ was so angry that he considered legal action because he believed Beardsley had vulgarized the design ideas of the Kelmscott style by replacing the formal, naturalistic borders with more stylized, flat patterns.

William Morris

___________, the Scottish author and scientist who converted statistical data into symbolic graphics, introduced the first "divided circle" diagram (called a pie chart today) in his 1805 English translation of The Statistical Account of the United States of America. He created a new category of graphic design, now called information graphics.

William Playfair

On January 7, 1839, Louis-Jacques Daguerre presented his process to the French Academy of Sciences. The members marveled at the clarity and minute detail of Daguerre's early daguerreotype prints, one-of-a-kind images of predetermined size with polished surfaces that had a tendency to produce glare. In the daguerreotype "Paris Boulevard," the Paris street appears almost empty because Daguerre made the image __________.

With a long exposure time, so moving objects such as carriages and pedestrians, were not recorded

The Chinese invented ____ from natural fibers such as tree bark, hemp, and bamboo.

Xuan

corporate identity manual

a firm's book of guidelines and standards for implementing its corporate identity program.

engraving

a printing process during which the image is incised or cut down into the printing surface.

annual report

a publication that federal law requires all public companies to provide to their stockholders.

The long-range effect of William Morris's body of work was ______ throughout the world.

a significant upgrade of book design

John Ruskin, an English social critic, writer, and artist inspired the philosophy of the arts and crafts movement. He rejected the mercantile economy and pointed toward the union of __________ and labor in service to society as exemplified in the design and construction of the medieval Gothic cathedral.

art

________ ________ were woodcut picture books with religious subject matter and brief text. Each page was cut from a block of wood and printed the words and picture as one unit.

block books

An ex libris, or [a], was pasted into the front of a book to identify the owner.

bookplate

The Linotype allowed the operator to compose an entire line of type by operating a keyboard that released a __________ for a particular character.

brass matrix

A single leaf of paper printed on both sides is frequently called a ___________.

broadsheet

A single leaf of paper printed on one side only is called a __________.

broadside

In 1878, William Morris addressed a group of designers and craftsmen, stating: "I know that the public in general are set on having things _____ , being so ignorant that they do not know when they get them nasty also ... "

cheap

Based on the simple chemical principle that oil and water do not mix, ____________ is the process of printing color pictures and lettering from a series of stone or zinc printing plates. Each color requires a separate stone or plate and a separate run through the press.

chromolithography

Manuscripts in the _________ style were often lettered in rustic capitals in one wide column on each page, with illustrations the same width as the text column framed in bright bands of color.

classical

The _____, a revolutionary design format, came to be used increasingly in Rome and greece beginning about the time of Christ.

codex

The ____________ of a manuscript or book is an inscription, usually at the end, containing facts about its production.

colophon

The _______ of a manuscript or book is an inscription, usually located at the _____, containing facts about its production

colophon, end

William Pickering played an important role in the separation of graphic design from printing production. Pickering's 1847 edition of Oliver Byrne's The Elements of Euclid, a geometry text, marked a break from tradition because ______________.

color was used to identify the lines and shapes in the diagrams

Bernhard's approach, and the subsequent style that he inspired, was characterized by three of the following. Which does NOT belong?

concept

The _______ was a production letterer who spent his days bent over a writing table penning page after page in a trained lettering style.

copisti

In Mesopotamia, _______________ provided a forgery-proof method for sealing documents and proving their authenticity.

cylinder seals

Illuminated manuscripts in the Middle Ages were costly and time consuming to produce. In addition to expensive minerals for ink, the skins of up to five animals were often required to make parchment for one text.

false

In a Hobby Horse article, Selwyn Image defined art as painting and crafts as applied arts such as printing.

false

Printing with moveable type was a technological advancement eagerly welcomed by artisans involved in book production throughout Europe.

false

The chinese calligraphic system consists of about forty characters.

false

William Morris strongly supported the Guild of Handicraft, Charles Ashbee's program to unify the teaching of design with workshop experience.

false

During the Industrial Revolution, the range of typographic sizes and letterform styles exploded, and type grew steadily bolder. Around 1803, Robert Thorne of England created a major category of type design called ___________, roman faces whose contrast and weight were increased by expanding the thickness of the heavy strokes. The ratio of the stroke width to the capital height was 1 to 2.5 or even 1 to 2.

fat face

The ancient Egyptians inherited the use of _______________ from the Sumerians.

identification

Some of the carved or scratched signs on the rocks may be __________, or symbols to represent ideas or concepts.

ideographs

In the early scriptorium, the ___________ was responsible for the execution of ornament and image in visual support of the text.

illuminator

punch

in casting type, a steel bar with a character engraved into the top, which is then pressed into a softer metal to make a negative impression of the character

matrix

in casting type, the negative impression of a character is pressed into this, then filled with a molten lead alloy that creates the finished piece of type.

Books printed from Gutenberg's invention of cast metal typography until the end of the fifteenth century are referred to as _____________ texts, a Latin word that means "cradle" or "rebirth."

incunabula

Unimark, an international design firm, rejected _______ design, believing that design could be a system: a basic structure set up so that other people could implement it effectively.

individualistic

In a lecture on 'Modern Manufacture and Design', published in The Two Paths (1859), John Ruskin rejected the idea that decoration was an ______ or subsidiary art-form.

inferior

Englishman John Pine printed independent books such as Opera Horatii (Works of Horace), in which he ____________, resulting in the serifs and thin strokes of letterforms being reduced to delicate lines. The contrast in the text was dazzling and inspired imitation by typographic designers.

inscribed each letter by hand

The emphasis on _____, ______, and high ______ was the central feature of the Morris business, and one which conferred competitive advantage in a fiercely contested market.

invention, originality, quality

During the Industrial Revolution, inventors applied mechanical theory to the design of printing presses, and new presses with cast-_____ parts eventually replaced the wooden hand presses, increasing efficiency and the size of the impression.

iron

The _________ movement aimed toward developing a "world language without words." The concept involved the use of elementary pictographs to convey information, initially developing to present statistical data in the 1920s.

isotype

In the late nineteenth century, poster houses specialized in letterpress display materials, and wood and metal types were used together freely in the design of handbills, posters, and broadsheets. Designers had access to a broad range of type sizes, styles, weights, and novel ornaments, and the design philosophy was to use it all. However, there was a practical reason for the extensive mixing of styles: the

limited number of characters in each font

Bodoni redefined roman letterforms, giving them a more mathematical, geometric, and mechanical look. He reinvented the serifs by making them hairlines that formed sharp right angles to the upright strokes; the thin strokes of his letterforms were the same weight as the hairline serifs. His typeface design exemplifies the ________________.

modern style

In addition to block prints of religious images and texts, paper _____ began to be designed and printed around A.D. 1000 due to an iron shortage.

money

Several factors created a climate in fifteenth-century Europe that made typography feasible: an insatiable demand for books, an emerging literate middle class, students in the rapidly expanding universities who had seized the monopoly on literacy from the clergy and created a vast new market for reading material, and the slow, expensive, process of bookmaking, which had changed little in one thousand years. However, without _____________, which reached Europe by way of a six-hundred-year journey, the speed and efficiency of printing would have been useless.

paper

King Eumenes II of Pergamum developed the process of making _________ to overcome an embargo placed by Ptolemy V during a fierce rivalry.

parchment

In 1844, William Henry Fox Talbot published The Pencil of Nature, a milestone in the history of books because it was the first volume illustrated completely with __________; it was published in installments for subscribers, each copy with 24 __________ mounted by hand.

photographs

Signage utilizing simple ______ was used during the Olympics to bridge language barriers between an international audience and simplify basic messages.

pictographs

The animals and objects painted on the caves are ____________, elementary pictures or sketches representing the things depicted.

pictographs

The poster reached the zenith of its importance as a communications medium during World War I (1914-18). Which of the following communications goals does NOT belong to the role of the poster during this period? ______________

posters promoted radio programs that kept listeners informed about the conditions of the war.

The private press movement, which included Kelmscott, Doves, and Essex House Presses, was most concerned with _______________.

regaining high standards of design, materials, and workmanship

A third major innovation of nineteenth-century type design were the __________ faces, which were introduced in an 1816 specimen book issued by William Caslon IV. The specimen looked a lot like an Egyptian face with its serifs removed, which is probably how Caslon designed it.

sans-serif

During the Industrial Revolution—a radical process of social and economic change that occurred in England between 1760 and 1840—the role of graphic design and graphic communications expanded due to three the following situations. Which does NOT belong?

signage was needed to guide residents through the streets of fast-growing cities.

serifs

small lines extending from the ends of the major strokes of roman letterforms

Early visual language were complex and required knowledge of hundreds of signs and symbols, whereas an alphabet, a set of visual symbols or characters that represent the elementary ______ of a spoken language.

sounds

Many trademarks of art nouveau origin have been in continuous use since the 1890s, such as those of General Electric and Insel-Verlag, both of which are characterized by __________.

swirling organic lines

Johann Gutenberg adopted ___________, the style of manuscript lettering commonly used by German scribes of his day, as the model for his type, because early printers sought to compete with calligraphers by imitating their work as closely as possible.

textura

Around 1500 B.C., Semitic workers in Egyptian turquoise mines in the Sinai desert developed an acrophonic adaption of Egyptian hieroglyphics called Sinaitic script. In an acrophonic system, pictorial symbols or hieroglyphs are used to represent __________.

the initial sound of the object depicted

xylography

the technical term for the relief printing from a raised surface that originated in Asia.

Writing may have evolved in Sumeria because ancient temple chiefs needed _____.

to keep records systematically.

The Victorians developed a more tender attitude toward children, and this was expressed through the development of colorful picture books for preschool children called ____________.

toy books

A _______________ is a word, phrase, symbol, or design—or a combination of words, phrases, symbols, or designs—that identifies and distinguishes the source of the goods or services of one party from those of others.

trademark

The visual identification systems during the 1950s went beyond _________, which had been in use since the medieval guilds.

trademarks

Baskerville's type design represents the zenith of the __________ style. His types are wider, the contrast between the weight of the thick and thin strokes greater, and the serifs flow smoothly out of the major strokes and terminate in fine points.

transitional

The Romain du Roi types began a new category of types called ____________ roman. The new typeface had increased contrast between thick and thin strokes, sharp horizontal serifs, and an even balance to each letterform.

transitional

A diminuendo is the transition from large introductory script into the smaller text.

true

According to John Ruskin, art and society separated after the Renaissance. Industrialization and technology brought the separation to a critical stage.

true

Aniconism was common for islamic manuscripts, due to religious opposition to representations of living creatures based on the belief that only God could create life.

true

Chinese calligraphy is a purely visual language, not alphabetical

true

During the Industrial Revolution, inventors applied mechanical theory to the design of printing presses, and new presses with cast-iron parts eventually replaced the wooden hand presses, increasing efficiency and the size of the impression.

true

Elbert Hubbard's Roycrofters arts and crafts center in upstate New York brought relatively high-quality products to ordinary people who could not likely have afforded them otherwise.

true

In Italy, empty space was left for initial capitals to be hand rendered. Sometimes the initial letter was never added, and eventually the blank space alone indicated a paragraph.

true

In Japan, ukiyo-e practitioners were considered mere artisans, but they captivated European artists, who drew inspiration from their calligraphic line drawing, abstraction and simplification, flat color and silhouettes, unconventional use of black shapes, and decorative patterns. _____

true

In addition to the rapid spread of knowledge, the invention of the typographic press is also directly responsible for increased literacy in the fifteenth century.

true

Ironically, while William Morris was returning to printing methods of the incunabula, he used modular, interchangeable, and repeatable elements; he applied industrial production methods to the printed page.

true

Jugend, an art nouveau-style magazine popular in Germany, allowed each week's cover designer to design a different logotype to match his or her own illustration.

true

Not much innovation occurred in typography during the seventeenth century in Europe. Since there was an abundance of stock ornaments, punches, matrices, and woodblocks, there was little incentive for printers to commission new graphic material.

true

The basic organizing principle of the wood-type poster was horizontal and vertical emphasis, which resulted from the need to lock all elements tightly on the press.

true

The illustrations and decorations in illuminated manuscripts were intended to educate the reader as well as beautify the book.

true

Around 1450, Johann Gutenberg was the first to bring together the complex systems and subsystems necessary to print a typographic book, including a thick, tacky ink that could be smoothly applied and did not run off the metal type; a strong, sturdy press; and a metal alloy that was soft enough to cast yet hard enough to hold up for thousands of impressions. But the key to his invention was the __________ used for casting the individual letters.

type mold

So named because they were written between two guidelines that were one inch apart, __________ were rounded, freely drawn letters more suited to rapid writing.

unicials

In papermaking, a translucent emblem, or [a] can be produced by pressure from a raised design on a mold. It is visible when a sheet of paper is held up to light. These were used in Italy as early as 1282 to show the size of the paper and to identify the papermaker or paper mill.

watermark

A radical design innovation in Celtic manuscripts was using ____ ______ to separate strings of letters into words allowing readers to recognize them more quickly.

word spaces

Of the numerous inventions that launched people onto the path of civilization, the invention of ________, brought about an intellectual revolution that had a vast impact upon social order, economic progress, and technological and future cultural developments

writing

The publication of Ludovico Arrighi's small volume of 1522 entitled La Operina da Imparare di scrivere littera cancelleresca was the first of many sixteenth-century _____________ and marked the beginning of a new era that ended the exclusive domain of the scriptorium.

writing manuals