Chapter 19 - The New York School

Question 1

(1914-1996) Initiated the American approach to modern design, pioneer of the New York School. He introduced conceptual images, and generally upgraded American taste in design. He designed the logos for ABC television and the IBM corporation.

Answer 1

Paul Rand

Question 2

Person who writes text for advertisements, signs, brochures, and other forms of communication graphics.

Answer 2

Copywriter

Question 3

Carried the sensibilities of the New York school to Los Angeles. Known for his minimal and conceptual designs, he created memorable film title designs in the 1950’s and 1960’s.

Answer 3

Saul Bass

Question 4

The opening sequence of films that introduce names of actors, directors, name of production company, and title of the film.

Answer 4

Film titles

Question 5

Working relationship of writers, art directors, and designers.

Answer 5

Creative teams

Question 6

Person who makes creative and visual decisions for a creative team.

Answer 6

Art director

Question 7

A small shop with emphasis on creative aspects of design rather on full marketing services.

Answer 7

Boutique agency

Question 8

The setting of type by exposing negatives of alphabet characters onto photographic paper.

Answer 8

Phototypeography

Question 9

Typographic genius who disregarded traditional rules of type design and reinvented alphabet characters as innovative conceptual images.

Answer 9

Herb Lubalin

Question 10

A brief, visual typographic work of art; the use of type as a conceptual graphic. Pioneered by Herb Lubalin.

Answer 10

Typogram

Question 11

Group of designers who banded together in 1970 to establish standards of business for modern type designers to ensure proper compensation for those inventing new fonts; founded in New York in 1970 by Aaron Burns, Herb Lubalin, and Edward Rondthaler.

Answer 11

International Typeface Corporation