Seventies Style

The seventies were an eclectic time in graphic design history, on the verge of being overtaken by postmodern approaches and shifts in form and function. Letragraphix, a journal of techniques from Letraset, represents the bold type and illustrative design of the period. Styles varied, but a decorative realism and comic impressionism ruled the roost.

In 1978, when these copies were published, Push Pin Studios had opened its doors to a range of stylists and Letraset put them to work showing how its products (color markers, Pantone by Letraset color overlays and papers and, of course, press-type) advanced the eclectic aesthetic. These issues are mostly forgotten and easily filed under “promotion.” But they illustrate a small sliver of design history that was full of colorful whimsy.

Letragraphix001

Haruo Miyauchi

Letragraphix002

Fred Marshall

Letragraphix007

George Hacopian

Letragraphix003

Seymour Chwast. Line drawing with spots in Letratone.

Letragraphix004

Seymour Chwast. Color in “self stick” overlays.

Letragraphix005

Seymour Chwast. Color with felt tip markers.

Letragraphix006

Seymour Chwast (bottom). Color Pantone by Letraset Colored Papers. (Top from left) Fred Marshall, Val Florio, George Hacopian.

Letragraphix008

Emanuel Schongut

 

 

Print’s Legends in Advertising
Enter your advertising design work in the Legends in Advertising Awards. Top winners will be featured in Print magazine and all winners will be featured online.

COMMENT