History of Graphic Design Exam

Around 1500 B.C., Semitic workers in Egyptian turquoise mines in the Sinai desert developed an acrophonic adaptation 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

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 wasexpressed through the development of colorful picture books for preschoolchildren called ____________.

Toy Books

_______________ 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, to produce consistent design systems that projected a cohesive image for corporations with expanding national and multinational presences.

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

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

True

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

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

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 radically altered education as learning became an increasingly private, rather than communal, process.

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

Uncials

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

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.

William 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 subjects, such as carriages and pedestrians, were not recorded

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 cancellerescha 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

The ____ of a manuscript or book is an inscription, usually located at the ___________, containing facts about its production.

colophon, end

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

regaining high standards of design, materials, and workmanship

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

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 of the same width as the text column framed in bright bands of color.

Classical

___________, 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

The __________, a revolutionary design format, came to be used increasingly in Rome and Greece beginning about the time of Christ. The durability and permanence of this format appealed to Christians because their writings were considered sacred. The Christians also sought this format as a means to distance themselves from pagan formats.

Codex

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

Colophon

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

Production of illuminated manuscripts in the scriptorium, or writing room, included the head of the scriptorium, called the scrittori, a well-educated scholar who understood Greek and Latin and functioned as both an editor and art director. 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. Images and writing were etched into their surfaces. When they were rolled across a damp clay tablet, a raised impression of the depressed design, which became a "trademark" for the owner,was formed.

Cylinder Seals

___________, 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 concept of a logo with a constantly changing persona is contrary to the widely held belief that trademarks and visual identifiers should be absolutely fixed and used in a consistent manner. 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. This logo anticipated the kinetic world of motion graphics soon to explode as cable television, video games, and computer graphics expanded the variety and range of kinetic graphic messages.

MTV

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

China became the first society in which ordinary people were in daily contact with printed images. 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

"A symbol is an image of a company, an institution or an idea that should convey with a clear statement, or by suggestion, the activity it represents.... The symbol, besides being memorable and legible, must be designed so that it can be used in many sizes and situations without losing its identity. The designer must distort,unify, and create a new form for the letter, so that it is unique, and yet has the necessary attributes of the letter for recognition. There is no part of a symbol that can be eliminated without destroying the image it creates. It is a true gestalt, in which the psychological effect of the total image is greater than the sum of its parts would indicate...." 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

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

A significant upgrade of book design

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. Xylography - The technical term for the relief printing from a raised surface that originated in Asia. (Example: woodcut) 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. Engraving - A printing process during which the image is incised or cut down into the printing surface. Typography - Printing with independent, movable, and reusable bits of metal or wood, each of which has a raised letterform on one face

A, D, C, E, B

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

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

Match each of the images shown with the correct style of the design.

B, D, C, A

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 Monument

__________ 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

Serif - Small lines extending from the ends of the major strokes of Roman letterforms Parchment - A writing surface made from the skins of domestic animals, particularly calves, sheep, and goats Vellum - The finest of writing surfaces, made from the smooth skins of newborn calves Signature - Two, four, or eight sheets gathered then folded, stitched, and bound

C, A, D, B

William Golden designed one of the most successful trademarks of the twentieth century for ____________. Two circles and two arcs form a pictographic eye. When the pictographic eye first appeared, it was superimposed over a cloud-filled sky and projected an almost surreal sense of an eye in a sky.

CBS

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.

Exemplars

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 asapplied 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

Muhammad 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

_______________ was the rallying cry within the graphic design community during the 1950s, and more perceptive corporate leaders understood the need to develop corporate design programs to help shape their companies' reputations for quality and reliability.

Good Design is good business

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

Identification Seals

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

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

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.

Isotope

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

In ancient Egypt, some writing surfaces were made from the ______plant that grew along the Nile in shallow marshes and pools. During the 2nd century BCE in Rome, a new writing surface came into common use. ________ was made from the skins of domestic animals, particularly calves, sheep, and goat.________ is the finest type of writing surfaces, made from the smooth skins of newborn and unborn calves. The Chinese invented ____________from natural fibers such as tree bark, hemp, and bamboo .

Papyrus, Parchment, Vellum, Paper

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

Parchment

More than any other designer, ____________ initiated the American approach to modern design. Visual contrasts marked his work: he played red against green, organic shape against geometric shape, photographic tone against flat color, cut or torn edges against sharp forms, and the textural pattern of type against white margins. The cover design for Direction magazine shows the important role of visual and symbolic contrast in his designs. His 1946 book Thoughts on Design inspired a generation of designers.

Paul Rand

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

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

Petroglyphs and pictographs

During the second millennium B.C., the __________ became seafaring merchants whose ships linked settlements throughout the Mediterranean region. Influences and ideas were absorbed from other areas, such as cuneiform from Mesopotamia in the west and Egyptian hieroglyphics and scripts from the south.

Phoenicians

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

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.

Printed both the illustrations and text from one copper plate for each page

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.

San Serif Faces

____________ 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, or elemental pictorial signs, which exerted great graphic power. The 1955 design program for Otto Preminger's film The Man with the Golden Arm was the first comprehensive design program unifying both print and media graphics for a movie.

Saul Bass

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

Early visual language systems 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, require only twenty or thirty easily learned signs.

Sounds

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

In 1974, the U.S. Department of Transportation commissioned ____________ to create a master set of thirty-four passenger- and pedestrian-oriented symbols for use in transportation facilities. This effort represented an important first step toward the goal of unified and effective graphic communications transcending cultural and linguistic barriers in a shrinking world. A 225-page book published by the Department of Transportation provides invaluable information about the design and evaluation process used to arrive at this system.

The American Institute of Graphic Arts (AIGA)