AdBbCcIdFA, Ff Cig Fih hij Kk H Mm 1Nn Oo Pp Qt.! ft 41V■.:Wv, Zz 12345678908A-11 Ss(' ?( UPPER AND LOWER CASE, THE INTERNATIONAL JOURNAL OF TYPOGRAPHICS PUBLISHED BY INTERNATIONAL TYPEFACE CORPORATION, VOLUME FOUR, NUMBER FOUR, DEC. 1977 Fad U&Ic VOLUME 4. NUMBER 4 1977 HERB LUBALIN. EDITORIAL 6. DESIGN DIRECTOR AARON BURNS, EDITORIAL DIRECTOR EDWARD RONDTHALER, EDITORIAL DIRECTOR JACK ANSON FINKE, ASSOCIATE EDITOR ANDY DIDORA. TONY DISPIGNA. LOUISE FILI, LYDIA GERSHEY, KELLY KAO, ANNA McCUSKER, TED SZUMILAS, DOUG TURSHEN, ALAN WOOD, ART & PRODUCTION EDITORS JOHN PRENTKI, BUSINESS AND ADVERTISING MANAGER EDWARD GOTTSCHALL. EDITORIAL ADVERTISING COORDINATOR 0 INTERNATIONAL TYPEFACE CORPORATION 1977 PUBLISHED FOUR TIMES A YEAR IN MARCH,JUNE,SEPTEMBER AND DECEMBER BY INTERNATIONAL TYPEFACE CORPORATION 216 EAST 45TH STREET. NEW YORK, N.Y. 10017 A JOINTLY OWNED SUBSIDIARY OF PHOTO-LETTERING, INC. AND LUBALIN, BURNS & CO. INC. CONTROLLED CIRCULATION POSTAGE PAID AT NEW YORK, N.Y. AND AT FARMINGDALE. N.Y. PUBLISHED IN U.S.A. ITC OFFICERS: EDWARD RONDTHALER, CHAIRMAN AARON BURNS, PRESIDENT HERB LUBALIN EXECUTIVE VICE PRESIDENT JOHN PRENTKI, VICE PRESIDENT, GENERAL MANAGER BOB FARBER, SENIOR VICE PRESIDENT ED BENGUIAT, VICE PRESIDENT STEPHEN KOPEC, VICE PRESIDENT U.S. SUBSCRIPTION TO INDIVIDUAL $6.00: SINGLE COPIES $1.50 ELSEWHERESUBSCRIPTION. SB.00: SINGLE COPIES $2.50 Vision '77 covered much more than the new typesetting technologies and typographic refinements reported in the previous issue of U&lc. It was concerned with everything from information flow and systems to the -role of creative graphics in making communications work; with the experience of companies that have used various typesetting systems; with the viewpoints of educators, designers and typographic services concerning the new machines and materials; and with what the near future holds in store. This second half of U&lc's Vision '77 report covers those subjects and includes a roundup of projections by the presidents and top management executives of some of the field's leading manufacturers and suppliers. In This Issue: Vision '77 (Part II) Ed Gottschall concludes his account of what took place at the CDVV„\ICATIO\S ITC symposium in Rochester last spring—an overall view of (as is said) "the state of the art:' Page 2. Pro.Files: The Great Graphic Innovators IYPOGRAPI IICS Continuing our series of insights into the personalities and artistry of the industry giants, this time featuring Herbert Bayer and William Golden. Page 12. On The Couch Lou Myers takes off into the empyrean again, this time from the psychological vantage point of the divan. Page 18. Holiday Postcards Once again we're the benefactors of Carol Wald's fascinating hobby, as the pages of U&lc are graced with an assortment of cards from her wonderfully-diversified collection. Page 20. The Word The Future Information flow and systems Page 2 The near future Page 56 Something From Everybody Generation, recording, proc- Output media Page 58 Letters from far and wide continue to reach our offices essing, storing, retrieving, `Off the drawing board" Page 59 accompanied, most often, by ingenious illustration. Herein are using OCR's and VDT's Page 8 Roundup and forecast Page 59 some random samplings from the newest batch. Page 23. Case Histories Creativity Happy New Year. PART2 The University of Graphic design in Europe Page 61 Jan Sawka, one of Poland's outstanding designers/illustrators, North Carolina Press Page 10 Essential: The Creative Touch Page 62 combines both of these abilities with remarkable virtuosity in our U.S. News & World Report Page 50 Faulkner, Dawkins & Sullivan Page 51 Projections 1978 monthly calendar. Page 26. Company presidents and top Ms. Jacqui Morgan. viewpoints management executives Our famous featured female is a triple-threat illustrator, recently The Designer/Editor Page 53 survey the next few years Page 63 absorbed in designing provocative graphics on clothing. Page 28. The Educator Page 54 The Typographic Service Page 55 The Sensualist Approach. No, U&lc isn't going porno. The title refers to examples of out- standing calligraphy from a booklet recently put out as a private "The Word." We will provide a consistent background edition by the Society of Scribes. Page 30. or framework within which you can think about Face To Face. The Word some of these advanced ideas. We will first focus on From time to time in earlier issues, we've featured photographs principles and concepts. One must understand con- of such natural phenomena as "Nature's Alphabet:' The present cepts before one can talk about the nuts and bolts of where the machines fit and who does specific things emphasis is on naturally created "faces:' Page 32. with them. Vision '77 came about because of the con- Arrivederci Aroma. version and collision of two very different technolog- Presenting word experts among our readers with an Italian Food ical areas: word processing and typesetting. Word Crossword Puzzle by Al McGinley and Martin Alter. Page 36. processing has its origins in the office field. It is really The ABC's Of Coloring. a transcription process to increase the efficiency of getting information down on paper, getting it to Get out your magic markers, as prolific French designer Jean someone so that he or she can comprehend it, Word Larcher comes up with still another variation in his never-ending processing has developed along these two themes. approach to alphabets. Page 38. One of them is to improve the flow of correspondence Letters To Giorgio. and documents in.their preparation. This involves Most people save letters. Happily for us, however, Giorgio Soavi reorganization of the office staff. saved all the envelopes he received from his Parisian illustrator At the highest level, word processing concepts sep- friend, Folon. Page 40. arate the creative handling of text from machine What's New From ITC. keyboard operations. Keyboarding is put into the ITC Benguiat in Roman and Italic in three weights is the new hands of a group of professional machine operators. typeface series, which licensed ITC subscribers are authorized to Paul Doebler People either dictate copy, write it in longhand, or get reproduce, manufacture, and offer for sale. Page 44. Publishing and Printing it down on paper by some other means. Then the Management Consultant material goes to what is, in a sense, a transcription Something For Everybody Thomas P. Mahoney Associates pool, where the machine operators transcribe it onto Our regular feature of frothy minutiae and fribble inconsequen- It is time to lay a foundation for understanding some magnetic tape, cards or some other medium used to tials makes way this issue for John Alcorn's charming version of of the advanced ideas that will be talked about during store it. Printed copies are then produced and sent the 12 days of Christmas. Page 48. the rest of Vision '77. That is the reason for the title back to the editor, who edits them. These are returned to the processing center for transcription of the of composed type. Its moving it out of the plant and room, which is in charge of distribution. There are changes. This cycle of editing and changing con- into the office. The one thing that must go along with the messengers who run around bringing things tinues until you get a final approved document. This it though, as Aaron Burns pointed out, is the graphic back and forth. There are the telephone switchboard, is a text handling system. It has led to other reorgan- tradition. 'Iipesetting has always had the feel of the computer data processing department, the rec ization of office duties. For example, if you take all of aesthetics associated with it. Word processing, how- ords storage and retrieval department, the forms the transcription work out of the regular secretary's ever, is only now coming up against graphic consid- management group, and the company library. If you job and put it in a special unit, this enables the other erations. So as these two meet, the word processing add up the cost of these, and then add on the money people in the office to concentrate on other things, area will contribute modern technology and reor- that is spent going to meetings and buying informa- and they become a different kind of support for the ganization of people in the offices. The typesetting tion from the outside, you come up with some rather executive personnel. tradition will contribute graphics, and appreciation astronomical totals. And this whole information The WP/typesetting connection of aesthetics, and the use of typography for more effi- enterprise is almost totally unmanaged in organ- cient communication and greater economy in the izations today. Of these two themes in word processing—office reor- communications process. At the same time, the typo- A new management discipline ganization and the streamlining of text handling— graphic area, even though it grows out of an indus- for our consideration here today it is the text han- trial plant tradition, has developed a great deal of We mentioned the phrase "information manage- dling system that's really important. That's the ele- sophistication in the office systems of its own—the ment" before. What is beginning to emerge is a new 2.Many media can be fed by one data base. ment with implications for connecting up with kinds of things that you hear about in newspapers management discipline, and its going to be called Another way of viewing the problem which we have typesetting, with implications for very radical where the editorial staffs work on video terminals information management. You will have informa- to manage is looking at the variety of media we have changes in the way people of the future will operate and with OCR copy.